One of the much hyped up realities of the Internet is that it has changed the rules of content production and distribution. Now, just about anyone can create content that can potentially be seen by thousands or even millions of people. But there is a downside to all of this “free speech.” It has helped to feed a growing specter of information overload.
As a business blogger, dealing with that specter can be daunting. How do you make your posts, articles, and ebooks stand out from the pack of content covering the same subjects and answering the same questions? This becomes even more challenging if the topics you are writing about are practical or mundane. Here are five points to consider:
1. Check your enthusiasm. How much do you enjoy the subject you are writing about? When business bloggers are passionate about the topic they are covering, it comes through in the writing, and enthusiasm is very contagious much like the smile on your friend’s face has the power to pick you up when you’re down and even elicit a grin in return.
If you find that your level of enjoyment is a bit low then either take a break (it could be that you’re just burnt out), look for ways to make it more enjoyable by altering the topic or the angle, or bring in another writer.
2. Go a step further. Before you start writing on a topic that you know has been covered by others, take a look at what already exists. Do a search on Google, go to some competing websites, read what’s there and find a way to make your articles and posts even better. Make them more thorough, more witty, more practical, more easy-to-follow, or more to the point.
3. Put a face on the topic. Adding personal accounts to your writing not only makes it more interesting, but gives the reader context, makes it three dimensional and relatable, and leaves the reader with an easier way to grasp and retain the messages you are trying to convey. These personal accounts can be stories that actually happened to you or someone you know.
4. Change the angle. You can write about ordinary topics and make them interesting simply by putting a twist on them. Some examples: an article about interviewing best practices entitled, “How to Stop Hiring Losers,” or a post about how to sell to your business, entitled, “Why No One Will Buy Your Company.”
You could also choose unusual sources of inspiration, such as “What Business Owners Can Learn from Harry Potter.” But make sure you don’t just rely on a catchy title, try your best to follow it up with some good content.
5. Get to know your readers. Just as business owners have to conduct market research to be in touch with consumer trends and attitudes, so too if you are blogging for your business you need to look to your readers to determine what content to produce. To help you with this process, you should try to build up an online community among your readership by creating an email list so you can send updates and other bits of information. Additionally, make a concerted effort to get to know your readers and thoughtfully respond to their comments. Your content will then become more interesting to your readers not only because they can get a sense of the person behind the words, but also because they will be more invested in what you have to say.
In short, a few little touches here and there can make all the difference to your business writing. With a little care, you can turn the ordinary into the extra-ordinary.