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You’ve heard me say in the past that it is important to stick to the knitting, and what I meant by that is that you need to keep your business blog focused on a specific content area; avoid swinging to disparate subjects. Maintaining focus helps you maintain your audience and trains the search engines to comprehend your keywords.

So the question comes up; how do I write a variety of interesting posts about my product or service without repeating myself all the time, and without straying too far away from my area of expertise?

As a business blogger, your objective certainly has something to do with your product, service, or organization. And every product or service has four primary attributes: Product, Value, Benefits and features.

Each of these four categories represent wellsprings of content for your blog. Let’s take a moment to define each category separately:

In the Product category you are writing specifically about your product. This includes basic descriptions and announcements about the product itself, and can include news, testimonials, and usage. Explain your product and describe how it is used. This is a good category to put ideas about discussing new or future products, roadmaps and planning.

In the Value category you are addressing how your product or service adds meaning to your customer’s life. This is where you are connecting with your audience at the emotional level and capturing their attention. Use language that appeals to an emotional want for your product. For example if you are selling a ‘door’, you would discuss the beauty the door can add to a room, making it more inviting for your guests and showing off the elegance and warmth of your home. Think of the ways your product answers the customer question ‘why would I want one?’ Note that the Value category addresses why a ‘want’ is more of a ‘need’.

In the Benefit category you are addressing the customer’s question of ‘What does it do for me?’ In this context you are presenting the ways it improves your customers’ life. A door, for instance, allows you to walk between rooms, and also allows you to close off a room for restricted access. It also provides security to protect valuables, or can be used to add privacy when needed. Notice that none of these have anything to do with the door itself, but what it does for me. Discussing the benefits of your product makes for terrific short posts that can really connect with your customer.

In the Feature category we’re answering the question ‘how does it do it?’ In this case we are describing specific details of our product, and getting a little technical. In my door analogy we’re talking about the hinges, the door knob, the design, and the color. Features are specific, and make for an interesting technical post about your product and how it works. Feature articles are not very emotional and address a customer’s need toward the end of a purchase cycle, so keep these short and try to tie them into a benefit when you can. For example, I might describe the hinges as being made of stainless steel (the feature) and add that this will prevent them from rusting (the benefit).

Take a few minutes to brainstorm content in these areas and write them down for future posts. Every company has a product that creates value by providing benefits, and benefits are the result of how features are used. Understanding these categories is helpful in organizing your blog topics in a way that allows you to add variety to your posts without straying too far away from your main objectives.

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