Why You Shouldn’t Use A Brand Voice in Your Blog Posts November 17, 2019 Your brand voice isn't designed for your blogs, so you need to create a new voice to properly engage readers. I tell you why and how.
Quick Lessons
Need quick, easy ideas for blog posts?
Use these five steps.
- Get your front-facing teams to write down five questions per person that customers/clients commonly ask them. Make sure they’re open-ended questions.
- Put them all into a spreadsheet and consolidate similar questions.
- Discard any irrelevant questions.
- Put aside any questions that can be fully answered in 150 words or less. These belong in your FAQs.
- Check the remainder against your content strategy – each appropriate question will be the topic of a new blog.
Distilling blog topics using this process works for two reasons:
- You’ll be answering questions people actually ask.
- You’ll discover queries that don’t come up in keyword research. Zero search volume keywords are especially great for easy SEO wins.
Here’s how to learn about a complex topic quickly when you’re writing or editing content:
- Find an article written by someone else about the topic.
- Read through the article until you find a term you don’t understand.
- Google that term.
- Find out what it means – if there are any terms you don’t understand in the definition, Google those too.
- Go back to the original article and read on with your new knowledge.
- When you come across another term you don’t understand, pause and repeat steps one to six.
Will you become a subject matter expert doing this?
Absolutely not – but it’s a quick way to gain surface-level knowledge for complex areas like health, finance, and technology.