Think back to the last time you attended a great public speaking event. What made it great? Often times you either learned something new, laughed till it hurt, or you were really inspired by the presentation.
Public Speakers have a tough job. They either give a great presentation the audience welcomes and enjoys, or they are met with pin-drop silence. It’s an art and science that has hundreds of little techniques, but there is a common thread that runs through all great speeches that can be applied to writing great blog posts.
What do a great speech and a great post have in common? Purpose.
In public speaking there are 4 types of speeches: Informative, Persuasive, Entertaining, and Inspirational. Although a speech may have elements of each, most speeches fall in one of these categories. There is always a dominant purpose, or approach that the speaker uses to deliver value.
3 ways to deliver value to your readers
Blogging for blogging’s sake does not help your marketing efforts, it can make your content seem haphazard and unplanned. Instead focus on creating content that makes readers flock to your blog the same way they would flock to a presentation.
The cue small business owners and bloggers can take from public speaking is defining the primary purpose of your posts or content. Do you write to inform, entertain, or inspire?
“What will I learn from reading your post today?”
Informative blog posts teach readers something new. This does not necessarily mean your posts should just be “How To” guides. An informative post can include news that is relevant to your industry or the products you deliver, or even success strategies that users can benefit from. Thinking of your blog as either teaching readers something new, or expanding their knowledge base.
Marketing benefit: Readers learn something new from reading your content, this will create loyalty and trust in your service or products.
“What will I read that will lighten my day?”
Arguably every post should have some element of entertainment to it, but blogs that aim to entertain are focus more on brightening up a reader’s day by amusing them or even making them laugh out loud. Funny stories, anecdotes, or even pictures that brighten up your reader’s day help make your writing endearing.
Marketing Benefit: Think of Blendtec’s “Will It Blend?” series, finding amusing or unconventional uses for your products is a great promotion tactic for your small business (remember blogging does not mean you can’t involve multimedia).
“What can I read that will help me achieve my goals?”
This is helpful for businesses offering services such as personal life coaching, fashion retailers, cleaning services or marketing services. Inspirational posts can motivate readers by sharing powerful stories or giving fresh ideas that inspire action. Inspirational posts leave room for the reader to think about how to apply this wisdom or perspective in their lives.
Marketing benefit: You will inspire repeat visits, but also grow in your reader’s mind as a useful resource in the area.
Each of these approaches focus on the reader’s benefit and not on your product or company. A great speech delivers a benefit to the listener, just like a great post delivers a benefit to the reader.
Image credit Flickr-by TOM81115
This post is part of a series that will get published every Monday on Content Marketing or Blogging, follow me via Twitter or E-mail to receive your daily copy of helpful small business online marketing strategies.
Daisy Quaker is a freelance internet marketing consultant, specializing in social media strategy, content marketing, e-mail marketing and internet marketing strategy, find her on Twitter and Google+ and tell her what strategies work for your business.