One of the 12 Things Good Bosses Believe is that "My success - and that of my people - depends largely on being the master of obvious and mundane things, not of magical, obscure, or breakthrough ideas or methods."
Perhaps one of the things good bloggers should believe is that success depends largely on mixing the obvious and mundane with the magical and the obscure.
Business bloggers' core belief, of course, should be (as Hat Trick Associates puts it), "An active blog is absolutely VITAL to establishing a strong web presence for your company or brand."
Having accepted that basic premise, bloggers for business must become masters of certain mundane tasks:
- Posting frequently: "The more frequently your content appears and mentions the keywords and phrases, the better your chances of getting found and read", explain Doug Karr and Chantelle Flannery in their new book Corporate Blogging for Dummies.
- Focusing on one idea per blog post
- Measuring results
Once the mundane has achieved habit status, bloggers for business can turn to the magical, coming at their message from unusual angles in order to engage the interest and curiosity of online readers and establish emotional connections with them. Bloggers should look to elicit at least one these possible reader reactions to the content:
"Aha!" (Blog post content has demonstrated to readers that they've come to exactly the right place for what they need.)
"Aah..." (Readers heave a sigh of relief that a solution to their problem exists and that caring people are there to assist."
"I didn't know that!" (Blog has demonstrated business owner's expertise and professionalism and provided valuable and actionable information.)
As a professional ghost blogger and blogging trainer, one of the 12 things I believe is this:
The most effective blog posts - the ones that win hearts and customers as well as winning search - somehow manage to combine the mundane and the magical!