reynoldswriting.com Blog

Last week I missed a blog entry. I think this is the first or second time in over a year. However long it’s been, the streak is over.

It was just one of those things. I was deep into other work, including ghost-blogging for clients so THEY wouldn’t have to miss their regularly scheduled posts, when I turned my weary eyes to my blog stockpile and saw — nothing. The cupboard was bare. I had nothing to post.

Of course I could’ve whipped up an article quickly; professional writers are pretty good at that sort of thing. Or I could’ve just posted the following week as if nothing had happened (okay, technically “nothing” is exactly what happened, but you know what I mean), whistling to myself and avoiding eye contact with studied nonchalance. “Last week? Huh? By the way, here’s this week’s article.”

But I’m doing neither of those things. I blew it. I dropped a blog post. And it’s significant, because it shows that anyone can get behind the 8-ball on blogging, even those of us who should know better and are in the business of keeping others from making that very same mistake.

What’s the big deal? First of all, each blog post represents fresh content. Google loves fresh content. Additionally, every post you publish gives you something new to link to from your various social networks, forums, of other online hangouts. More links on heavily-traveled websites equals more inbound traffic to your site. So with every blog post we skip, we’re blowing off potential new readers.

Second, an irregular blog won’t sustain a regular audience. I know people — business owners, yet — who blog maybe once every four months, twice a year, or at crazy random increments. They can’t have a regular readership, because there’s nothing regular to read — how can the target audience possibly guess when the next post will come out? They can’t, so they don’t try. That blog becomes invisible. Regular readership comes from regular posts — once a day, once a week, once a month, whatever. You have to condition your audience to come back for more, and that includes their knowing when to expect more.

So today I’m working on my blog stockpile. Hopefully you’re doing the same, or you have a writer who offers regular ghost-blogging services to keep you in articles. If your website serves as a virtual stock-ticker or provides other kinds of up-to-the-minute news, then your blogs may have to come more frequently. But a stockpile of solid, timeless articles will help ensure that you never have to feel this kind of embarrassment.

So do as I say, not as I do.

What is a blog, anyway? There’s no set answer. In the good old days, a “weblog” consisted of little more than online diary posts occasionally sprinkled with recommended links that the blogger had stumbled across that week. These days, a blog can be:

-An informative article
-A rant
-A review
-A debate topic
-A request for info or help
-A news item or alert
-A humorous interlude
-A meditation
-A lecture

…or just about anything else that fits the needs and personality of the blogger.

A business blog, of course, has its own requirements. The tone of the blog has to match the tone of the company’s overall brand or message. A dark-humor piece about death, for instance, might not work too well on a funeral home’s website. (An extreme example, but you get the idea.) A business blog that includes helpful information related to its field can help the business or its owner build a reputation as an industry expert while converting tire-kickers into customers and fans.

How long should a blog post run? Speaking as an expert in the field — I have no idea. I hear all kinds of things from various sources that have their own opinions. My answer is, “Long enough and no longer,” depending on your subject matter and your audience. The posts I write as part of my Blogger’s 4-pack product tend to run about 300 words each, give or take, which strikes me as a nice compromise between an easy-to-read blurb and a full-blown article. Darren Rowse of Problogger recommends a broad range of 250 to 1000 words for SEO purposes while pointing out out that no one really knows anything. Your mileage may vary.

Does a blog always have to include articles? Not at all. Blog posts can take the form of video clips, photo galleries, podcasts, or any other media that can be uploaded and accessed by the reader. And there’s nothing wrong with the old tried-and-true recommended links. I tend to write articles because, well, I’m a writer. A videographer might choose to post videos. A painter might choose to post image files. Whatever gets you more web traffic and boosts your reputation, do it. Or hire me to do it. Either way, happy blogging!

When developing your marketing niche, it pays to examine what others have done to set themselves apart. And no one does this more effectively, in my opinion, than that ultimate service provider, the comic book superhero.

Think about it. Each superhero fights crime, but in his or her own peculiar way, using a unique set of powers or skills. They even name themselves after their methods or approach and wear colorful costumes to turn themselves into human billboards. These guys are marketing geniuses.

Examples:

Batman – Also known as the Dark Knight, Batman holds Gotham City, and his readers, in a mix of fear and awe. He stalks the city at night, dressed as a bat, clearly deranged from his traumatic youth, and loaded with all the money and toys it takes to accomplish his agenda. He’s scary — or at least he was, until Hollywood got ahold of him (though I suppose Adam West is disturbing enough in his own special way). Batman strikes fear into the hearts of villains and innocent citizens alike. He needs no explanation, introductions or justifications — he’s freakin’ BATMAN.

Superman – He’s the super one. Seriously, of all the superheroes out there, Superman represents the Big Cheese, the final boss, the 800-pound gorilla. He’s the one who can fly, zip from planet to planet, and throw skyscrapers at people. He holds the pre-eminent place among all those caped guys and gals. If you need a task performed that even a superhero couldn’t possibly do, call this guy and he’ll pencil it into his busy schedule.

Spiderman – Spiderman comes in especially handy when you need to defeat evil with sarcasm. He’s the cool one, the glib guy with the perfect one-liner for any occasion. And he swings from building to building on his own spider webs, because he’s just a swingin’ dude, you know? Spiderman is the hipster’s superhero.

The Flash – He’s really, really fast. That’s about it, but you’d be amazed how useful that skill can be on the right occasion. The original Flash wore a little helmet like the Greek god Hermes (that other fast guy), and in later years his successor got aerodynamic and ditched the hat for a form-fitting headpiece with little wings on each side. Oh, and a lightning blot on his chest. Lightning is fast, see.

Aquaman – He, you know, swims around and stuff. And he communicates telepathically with sea creatures. Okay, I admit I’m a little fuzzy on exactly what Aquaman’s unique value proposition is, but at least his brand is clear enough. He’s THE underwater superhero, so he enjoys an exclusive hold on his target market. Whoever that is.

I’m not telling you to go applying glitter to a pair of long-johns in preparation for your next networking mixer. I’m just saying that a clear, recognizable identity matters. If you’re a carpenter, for instance, you have to declare what sets you apart from a dozen other carpenters. Are you bigger, faster, cheaper, better? You can’t be all things to all people — but then, the Flash got along fine not being Batman. When you need to scare the dickens out of a street gang, by all means shine the Bat Signal. But when you have a need for speed, you know who to call.

Even as a copywriter, I’ve had to brand myself according to my strengths. I’m better at dazzling than explaining, so I promote myself that way on my website and elsewhere. I’m in the excitement business. That’s my cape and cowl.

What’s yours?