Last week in my Say It For You blog, I used examples from three different websites, all related to bedroom furniture companies, to illustrate three different blog content writing “lessons”:

Consistently posting blog content to capture prospects’ attention at the precise moment when those prospects have a need (Furniture Today)

Using blog posts to share company news and announcements (American Freight)

Reinforcing customer loyalty and gaining credibility through publishing testimonials as part of a corporate blog (Bedroom Furniture Portland)

Today, though, I want to use a bedroom furniture blog post to illustrate a business blog writing technique that was not used very effectively.

First, let me explain that, in corporate blogging training sessions, I often recommend including interesting information on topics related to your business (or, if you’re a freelance blog content writer, related to the client’s business). If you can provide information most readers wouldn’t be likely to know, so much the better, I add.  Tidbits and “startling statistics” are important in blogging for business, because that information helps engage online readers’ interest.

The La Pallissa bedroom furniture company blog started out with some fascinating information, enhanced with photos:

 “Ready to learn something today?  A Masia is a type of rural construction common to the Iberian Peninsula, particularly during the ancient Kingdom of Aragon…”

So, what’s the problem here?  If the information is so interesting and unusual, why do I think La Pallissa writers might use some business blogging help?  Because the information is never tied to the reader’s problem or need.  Because there’s no call to action. Because there’s not a word of that blog content that says why the writer cares about that information or why that information could make a difference to readers.

We’re never told that the Aragonians were used to sleeping on stone, rather than expecting the kind of firm softness that modern and luxurious La Pallissa products would provide. All the blogger does is end with the question: “What do you think of this earthy and modern architectural specimen?”

A reminder for Indianapolis blog content writers: Online searchers must be assured they’ve come to the right place to find the information, products, and services they need. Without guidance, those searchers are unlikely to make the connection between Aragon home construction and the bedroom furniture they might buy! 

Create a clear thought path - from those fascinating tidbits in your business blog writing to the benefits online readers stand to gain, Tie your tidbits to the answers to readers’ “So what?” and “Now what?” questions.

“When it comes to writing a love letter, remember: It’s not a card.  It’s a letter,” cautions Tom Chiarella in a wonderfully sentimental Readers Digest piece.

Sometimes, in corporate blogging training sessions, I find myself issuing a similar caution: " When it comes to blog content writing, remember: It’s not an ad.  It’s a blog.”

As a professional ghostwriter of blogs for business, I’m keenly aware of the fact that when people go online to search for information and click on different blogs or websites, they don’t want to “be sold.” Sure, readers know the providers of the information are out to do business, and that the business owners and professional practitioners sponsoring the blog would like to convert them into clients or customers. But, if the material is valuable and relevant, the readers will stick around, so long as the blog doesn’t come on too strong in its Calls to Action.

Blogs, I explain to newbie freelance blog writers in Indianapolis, are more like advertorials than advertisements.

And, while blogs aren’t love letters, either, a lot of what Tom Chiarella had to say, I found, could be applied to writing for business and can be used by anyone who provides business blogging services.

“First, sit. Letters take time.  Writing takes a while.  Three lines can’t do the work of three paragraphs.” Crafting your message when blogging for business takes time and discipline. A website cannot tell your story completely, nor can it engage your potential and current customers with fresh content in real time. Blogging is more effective than any other medium at communicating your story in a timely manner, spread over time.

“Be loyal to the past you share. Use detail to show what you remember and that you remember.” Blog content writing reveals your story.  Why this business or profession?  How did you get started?  What connects you and your readers?

Remember, it’s not an ad.  It’s not a website page. It’s not a long article.  It’s a blog.