ASK, LISTEN, & WRITE:

HOW TO TELL

IN BUSINESS

THE CONTENT YOU WRITE AND PRODUCE ISN’T ABOUT YOU, IT’S ABOUT YOUR TARGET AUDIENCE

How to remove yourself from your brand’s writing in order to tell the stories people want to hear

PEOPLE WOULD RATHER HEAR A STORY THAN YOUR MARKETING PITCH

Our pals at HubSpot say marketers who blog

receive 67% more leads than those who don’t.

THE STORIES WE TELL

HOW POWERFUL THEY ARE

EVERYDAY, WE TELL STORIES –

WHETHER OR NOT WE KNOW IT. WE’RE TALKING, TEXTING, WRITING, COLLABORATING, TWEETING, COMPILING, AND CREATING CONTENT.

STEP ONE

SPEAKWhen you begin blogging, don’t

overcomplicate it by straying from

the trusty format: storytelling.

Don’t get caught up in search

engine strategies or SEO. You need

to write clearly and compellingly

for humans, not search engines.

Write without abandon. Get your

story out; don’t get caught up in

word or sentence count. Picture

your persona across from you, or

reading your article on her device.

Tell her why she needs to hear

your story.

STEP TWO

REREAD

“WRITE DRUNK, EDIT SOBER.”-ERNEST HEMINGWAY

DO YOUR RESEARCHLet’s use demographics as one of the major considerations of blog writing:

Millennials & Gen Xers prefer

8 PM – midnight for online

consumption, while baby

boomers are best reached

between 9 AM –noon.

Entertainment is their favorite

blog topic; business is not

their favorite. Meaning – write

an engaging, entertaining blog

disguised as a business blog!All generations agree that

300 words is the sweet spot.

STEP THREE

FORMAT

But is it reaching your audience?

Is it resonating with the right

people? Are you blogging about

the right things?

STEP FOUR

MEASURE

Your audience wants information;

they don’t want it to be predictable

or boring. Shock them.

Keep being a resource for your

personas by changing it up and

offering incredible value they can’t

find elsewhere.

PRO TIP

“WRITE DRUNK, EDIT SOBER.”-ERNEST HEMMINGWAY

• Define Your Goal

• Keep Your Brand at

the Center

• Write for Them – Your

Customers and Personas

• Think Like a Publisher –

Everything is a Story

• Be Consistent – Try a

Content Calendar

• Research, Research,

Research

• Post Like Hell

• Get Away from “Blog”

Mentality – Any Content

is Good Content

• Pay Attention to SEO, But

Don’t Write for It

• Include Your Blog in Your

Website Nav

• Be an Oversharer:

Always Include

Relevant External Links

• Give The Reader

Something to Do - CTA

• Write Titles Last - & Write

Awesome Ones At That!

• Analyze & Use

Your Feedback

• Write Relevant &

Engaging Content

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