Utilizing the flow of information is vital in the business world. Where does the steady stream of info come from? Well, the Internet. When somebody searches for details about your industry, you want them to end up at your site, ready to make a purchase. There are different ways to present information that is search engine friendly. What is the difference between content writing and blog writing?
Length of content
Article or content writing has more defined parameters than blog posts. A blog post can consist of nothing more than a video or a picture, as long as it sparks an interest or initiates further discussion. Content writing is more closely related to newspaper format. There is less creativity found in content writing, but the facts are presented in a logical way. The word count is usually a minimum of 250 words, but can be much longer depending on the topic.
Blog posts are more concise and can utilize creative elements to get the message across. The main purpose is to grab the attention of the reader with short, readable posts. Consumers with short attention spans that surf the internet for information should be more likely to read through your company’s blog post than a normal, run of the mill content article.
To make the blog interactive, bloggers should talk about topics that have a “grey area.” When there is no black and white, right or wrong, there is always room for interpretation. The grey area topics are often the ones that are considered controversial.
An insurance blog, for example, might include a blog post that outlines the national health care system. A blog might include a case study from a person who had a positive or negative experience with the new healthcare system. It might discuss the complexities of the system and how it is likely to affect a certain demographic within the American population. In contrast, a news article or content piece would give consumers the facts about the national health care system without invoking further discussion.
Since controversial topics can potentially anger readers and information seekers, you may be wondering how this type of content can benefit your business. You may think you would be better off by “playing it safe” and covering topics that are non-controversial, but informative. The Internet is booming with information on every imaginable topic. Discussing a controversial topic doesn’t mean you have to take a firm stance on the issue. Talking about the topic is going to give you more credibility to your audience, and the ensuing discussion offers you an opportunity to gain rapport with these potential consumers.
Which is better?
How you utilize content writing or a company blog space depends on your audience, and your call to action. You want to grab the consumer when he or she is doing the initial research for a specific transaction. The more answers you provide, the more trustworthy you become, which will reward you in your conversion ratios.
Content writing is useful to provide this information. Blog writing can bridge the gap and turn website visitors into customers. Take a moment and view your website from the eyes of the consumer. What value are you providing?
Let’s discuss further. What “grey areas” or controversial topics exist in your business? Can you provide more value to visitors of your blog by sparking a discussion on this topic? Would you prefer to take a stance on a controversial topic or write from a neutral position?