Depending on the industry that your business is then, you may have to blog about certain things that the public does not necessarily find interesting as a general topic. However, by writing with lots of interesting facts and the right tone, you can turn that perception around!
There is no reason you cannot introduce the passion that you have about a subject to your audience no matter how traditionally “boring” it may be. As a matter of fact, many online marketing experts may actually consider this a necessity of an effective marketing campaign.
After all, how do you expect to grow a customer base if you cannot get anyone excited outside of your veranda building company, or similar? After all, it is the layperson that expands the business capacity of any company.
Here are some writing tips to keep your blog posts interesting for the layperson:
Consider a beginner’s blog and an advanced user’s blog
If you separate your audience by interest level, you may find it easier to write less technically for your newcomers. This separation will also keep you from boring your advanced users. Many businesses have used this technique quite effectively, although it does require a little more work by the blogger. Just have a couple of different options for your company blog – ie a “construction industry geek” page and a “newbie” page, each filled with very differently targeted blog posts.
Use multimedia (judiciously)
Where words may fall short or not interest the layperson, a video or an appropriate picture with humor may do the trick. We live in a highly visual society, and many marketing experts think that engaging more than one sense at a time leads to higher attention and retention rates among viewers. For instance, a video requires the sense of sight and the sense of hearing. This requires the listener to be much more engaged than if he or she is simply reading a text screen.
However, you want to make sure that you organize your multimedia effectively. A “How to Series” should be in order and pictures should not take up all the white space on your website. Properly organized, multimedia can work wonders for introducing your fervor on a subject to the average layperson.
Attach yourself to a celebrity
When we say celebrity, we are not necessarily talking a major movie star. However, if you are a local business, a local celebrity can work wonders for grabbing the layperson’s attention. For instance, if you are interviewed on a local news show, you automatically become the expert in your area on the topic of interest. You will gain the respect of many lay people who would otherwise be completely uninterested in a certain topic.
Expand the Topic
One of our websites, based in the UK, is about conservatories – they’re much more popular over the Pond, and are essentially a large veranda. How on Earth do you write dozens of articles about verandas? You can’t! I write about the construction industry, what I do in terms of online promotion and blogging, and the economy as it relates to homeowners – things that are broader, umbrella topics and which are much more interesting!
Written by Jamie Kirk, a blogger proud to be mixing things up for lots of challenging websites, http://www.