Now that we’ve established why you should have a blog (check out part one and part two), let’s talk about the blog content. What exactly are you supposed to write about?
If you can give general advice or write a how-to, do that. For instance, “The five at-home remedies for the common cold,” or “How to go camping in cold weather.” This is why the internet was invented — so people could search for the answer to any question. And also cat videos. Let’s not forget cat videos.
But let’s say you’ve already written all the advice and how-to articles you possibly can. There are only so many times you can write about at-home remedies for the common cold or how not to freeze your tushie off while camping. Then what? The answer: Tell stories.
Humans have been telling stories since they could communicate. It’s baked into our blood. And businesses that leverage storytelling have a profit performance ratio 750 times higher than a company that doesn’t convey purpose and value. That figure comes from John Kotter and James Heskett in their book Corporate Culture & Performance. Let me say that again: 750 times higher!
Stories capture people’s attention and communicate your vision. The most successful companies in the world have profound stories behind them that instill a sense of bigger purpose and meaning into what they do. I like to think about REI. It’s more than a company — it’s an organization that encourages people to be healthy, to get outside. Just think about their #optoutside campaign on Black Friday.
Stories also humanize your business — people would rather invest in a human than a company. What better way to show your humanity than to tell a story on your blog?
In today’s world, consumers are oversaturated with information. There’s just too much out there and it’s easy to get lost in the cacophony. You could have the best service in the world, but decision-making is more emotional than it is logical. Telling a good story makes you stand out.
According to an article on Forbes, “Researchers Rob Walker and Joshua Glenn showcased the value of storytelling by listing insignificant objects on eBay with a heartfelt, well-written, and purposeful short story about the item in the description section. The items, which were originally purchased at a garage sale for no more than $1.50 apiece, resold for nearly $8,000 — highlighting how a smart storytelling strategy can contribute to raising the perceived value of an item and generating massive returns on investment.”
Storytelling connects us and penetrates deeper than data into our core. So tell a story about your business! The challenges, the triumphs, your transformation. And if writing isn’t your bag, don’t worry, it’s mine! I’d be happy to take over the blogging portion of your website. If you look at my writing samples, you’ll see that nearly all of my articles are profiles (aka, stories). You know why? Because I’m good at it. I’m an experienced journalist so I’m adept at research, but I also freaking love to tell stories. Contact me and let’s see if we’re a good fit.
