Does your business have a “corporate” blog? If so, please tell me it doesn’t sound like one I just ran across.
Here’s the headline for their top story (I swear I’m not making this up): How Employee Time & Attendance Systems Help Facilitate Regulatory Compliance.
Seriously, now, how many of you would even bother to keep reading after that? If you ask me, any blog that contains the phrase “Facilitate Regulatory Compliance” should be taken offline by the Buzzword Police, immediately.
The whole point of a blog is not to push out more bullet-pointed, deadly-dull “business speak.” That’s what PowerPoint is for. Nope, blogging is supposed to be business-casual. It’s where companies can take off the proverbial jacket, loosen the proverbial tie and have a relaxed conversation with customers, prospects and even the occasional competitor.
Look, I know it’s hard to come up with good blog material. This is especially true in the B2B market, which — and I say this with all the love in my heart, speaking as a B2B copywriter myself — is well-known as a bastion of deadly dull writing.
One thing I learned early on in my writing career is that many copywriters and web conversion experts tend to divide audiences into four general types. By keeping in mind each of the four groups and including specific elements designed to appeal to them, writers and designers render their creations potentially more relevant to more people… which, in theory, should help make them more effective.
What occurred to me is that personality typing can also be helpful when you’re trying to come up with The Big Idea for your next blog post or two. Turns out, there are almost as many methods of personality grouping as there are copywriters, but here’s one I’ve found useful:
- Amiables: They appreciate the friendly, personal touch and are usually quick to make a decision. They value credible opinions and honesty. To appeal to Amiables, write a blog post that expresses why your solution is the best. So, for instance, perhaps you could blog Q&A format interviews with internal subject matter experts or industry gurus to discuss specific problems facing your customers and explain why, in their view, your product or service is a good choice. (Just be sure to maintain a conversational tone and ditch the jargon!) Amiables may also appreciate feeling they have a personal relationship with the company, so don’t forget to include features such as a “meet our staff” series.
- Analyticals: These folks are pretty much the opposite of the Amiables. They want facts, evidence and logic. Detail-oriented and organized, their decision-making style is methodical and disciplined. To appeal to Analyticals, write blog posts explaining the nitty-gritty of how your offering solves particular problems. They’re the Joe Fridays of the world: “Just the facts, m’am.” Statistics, ROI calculations and analyses of survey results could be just the sorts of things they’re looking for. Show them you’re an industry expert who grasps the details, tells the truth and offers superior value.
- Expressives: These people are big-picture, free-spirited and creative. Relationship-oriented, they want to take some time to get to know you before they make a choice. Like the Amiables, they appreciate the personal touch. Expressives like to be part of a group, so let them know who else is using your product or service. Testimonials and case histories could work well for them. Don’t forget to include a bit of “personal interest” to help them relate to the companies and people involved. They may also respond well to incentives making it worth their while to share your content with their contact circle (as long as they think your content is worthy of being shared, that is) — for instance, a prize drawing where they earn entries by tweeting your blog post to their followers.
- Assertives: These folks enjoy challenges, are goal oriented and like feeling in charge. They decide quickly, and want to implement their decision right away. To appeal to them, help them uncover what your solution can do for them. If you offer several products or services, or if your offering includes multiple options, you could write a post explaining the pros and cons of various alternatives, and invite them to decide which is right for them. Be clear, direct and to-the-point to get their attention. They’re competitive and motivated, so you could find success with a demonstration of how your solution will help them beat their competitors or overcome the odds in some way.
There’s no reason for blog posts, even in the B2B world, to labor under the weight of bland, boring business-speak. Engaging content is effective content. Perhaps some of these suggestions can spark some ideas for you to employ in your blog.
If you’re having trouble coming up with good ideas or writing compelling blog content on your own, I invite you to check out my online content writing services. You no longer have to frustrate yourself and waste your valuable time struggling to write interesting blog content. I’ll supply you with professionally written, engaging blog posts, relevant for your industry and audience, freeing you up to focus on your business and your life.