Close-Up Blogging For Business

“Gone are the days when speaking publicly meant only that – speaking,” says Jean Palmer Heck, teaching speakers to shoot videos audiences will want to watch. The same cautions might be added to the list of how-to-write-a-blog rules, I’d remind business owners, practitioners, and freelance blog content writers.

Begin by establishing the setting with a wide shot. The wide shot establishes place, temperature, and general environment, explains Palmer-Heck.

In online content writing, the opening lines need to establish that readers have come to the right place to find the information they were seeking. Those opening lines establish the general “setting” for the specific focus of that day’s business blog post. Establishing the setting includes clarifying the “slant” of the post – will readers find “how to” information? A list of sources for products? Some cautions and “don’ts? General definitions and categories?

Use close-ups for emotional connection and impact. It’s the details – of nature and of human faces that stimulate emotional responses in viewers.

“Blogging consists of one person — or one company — communicating directly with consumers in an unfettered, unfiltered manner. In that sense, blogs are a more personal form of communication,” observes Practical eCommerce’s Paul Chaney. In fact, as I explain to Say It For You freelance blog writers, blog posts have a distinct advantage over more static website copy precisely because of that razor-sharp focus on just one story, one idea, one aspect of the business or practice. And the “closer up” the focus in business-to-business blog writing, and the more personal the approach, the greater the impact.
 

One mistake amateur videographers make is panning in and out, “zooming” too much. Heck advises turning off the camera before zooming in, so that the focus is on the close-up scene itself, not on the camera’s movement.

In SEO marketing blogs, I remind freelance blog writers in Indianapolis, it’s the recurring “leitmotifs” that connect the various “zoom-ins” of the individual blog posts. In writing for business, the variety comes from all the details you fill in around these central themes.

The leitmotifs in blogs establish the setting which is the company’s or the professional’s signature style. The “zoom-ins” then help blog writing stay smaller and lighter in scale, making for blog posts audiences will want to read!