Do you know what I think most business blogs are missing? A clearly defined key post that explains:
• what the blog author’s core message is
• what the blog author’s story is and why they are blogging
• what the blog author really values and cares about
• what the blog author gets angry about
I call this Cornerstone Content. Others call it pillar posts, flagship content, core content.
It needs to be featured on special stand alone page(s). You announce it in a side-bar notice and link to it so that first time visitors know exactly where they can read your cornerstone message.
Too many people land on a blog, skim through the last few posts and leave without understanding the blog or the blog author. If you haven’t written a key post you can use as your Cornerstone Content, you should do so right away.
Why? The blogosphere is getting more populated every day. If you want a chance to be heard, make it easy for people to know you right away. Grab readers’ attention and give them something meaningful and profound.
Your blog is only partially defined by the title and tag line. Often readers don’t “get” what your blog is all about with just a few words and a subtitle.
Cornerstone Content allows you to capture the hearts of readers. You have a whole page to write your story:
• Why did you decide to start blogging?
• What stirs you up?
• What gets you so excited you have to blog?
• What events were pivotal in your personal story that led you to the point where you must blog?
Do not just deliver information. Most of the time, nobody cares what your background is. But readers do want to know “your story,” in the sense of what the heck happened to make you who you are today?
I’m not saying to make it into a true confessions type of tell-all. But it has to be profound and meaningful to you, or it’s never going to resonate with readers. Remember, we’re all humans trudging our own paths, with our own pain, and our own needs. And many of our needs are universal.
Cornerstone Content connects with readers emotionally because you might not do get to do so in day-to-day posts. It’s an important opportunity that many business bloggers miss. What about you? Have you written your Cornerstone Content yet?
We’re going to be delving into more details on how to do this in our Better Business Blog Writing teleseminar coming up soon. Stay tuned for details.
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