Sometimes there is such a thing as too much choice, and had it not been for the wonderful group of 400 or so early adopters who have tested the app so far, we wouldn’t know that there was a fundamental flaw in the design of our blog post recipe wizard.
If this sounds like you: “what the #$*%%& blog post type do I need for my topic anyway? And which one do I choose? Why am I doing this? Argh!” then you aren’t alone.
Here is the part where I share the good news. The Writally wizard has had an upgrade.
Introducing the Attraction | Nurture | Convert Question:
The new question on the wizard is: What do you want to accomplish with this blog post?
This is the question you didn’t know you needed, but our tests of late have proven that it makes a massive difference.
If you’re blogging to persuade your reader, whether that be to purchase products and services, support a cause or just to trust you enough to take you seriously when you share information with them, your posts will generally fall into one of three categories:
- Attraction and Awareness
- Nurturing, and
- Conversion (ie. promoting or launching something)
Here’s a little video demo of what the new question options look like.
You will then want them to return to your website, so you’ll need posts that nurture the relationship. These will be posts that help establish trust, authority, and likeability. Once you’ve established the relationship, you’ll want to be able to communicate directly and either convince them to subscribe to your newsletter, an event or other offering or subscribe to a member’s area on the site.
Once you’ve established the relationship, you’ll want to be able to communicate directly and either convince them to subscribe to your newsletter, an event or perhaps subscribe to a member’s area on the site.
Another example: You own a business selling plus size beachwear. Your attraction posts will be aimed at attracting new customers who are frustrated with finding swimwear that fits and looks stunning. Your nurturing posts will keep them coming back for more information on sizing, styles and product tips and your conversion posts will launch new product lines and give them the heads up on sales.
Depending on how you answer this question (either attraction, nurturing or conversion), you will see a different set of blog post type choices in a drop down below. We’ve split our original list into these three categories.
Introducing a tweak to the Category Names
The other thing we’ve done is change the names of some of the post types so they’re focused on how you’re using them rather than on some arbitrary name a marketer made up. For instance, instead of “Newsjacking Post” we’ve used the words “Comment on a Media Story.”
We’ve replaced “News Post,” with “Share an Update”. What kind of update–company news, news about a public event such as Cyclone Debbie or news about an award winner… well that’s up to you and you’d define that in the third drop down (as in the image above)
Instead of “How to/Instructional post” we’ve added “Teach the Reader How to.” Instead of “Thought Leadership” there’s “Share Your Opinion/Vision.”
You can still visit our Ultimate Blog Post type playbook for guidance, but our aim is to make selecting the right blog post type for your topic easier and quicker.
General Tidying Up
Some categories had a lot of replication, so we’ve removed those that are covered by other categories sufficiently. We’ve also realised that some categories work better as story elements. An example would be the cautionary tale post type.
Use of cautionary tales, the hero’s journey, and satirical post types will all now be dependent on your reader response and brand positioning selections.
For instance, if you select an opinion piece that is a trend analysis, and then you select amused and comedian, we might choose a satirical post style based on your selection.
With cautionary tales, if you choose “concern or relief” with an inspiration post type, we might choose cautionary tale elements based on your selection.
Another big change is the absence of the “other” category option. We’ve found that most “other” requests are adequately covered by another post type. That said, if you’re really stuck, please just message us or post a question in the Facebook group or Slack group (for members) so we can give you some guidance.
Over to You
We hope these small changes help you choose blog post types that are a better fit for your goals, whether they be marketing goals or goals related to a different purpose such as a cause or special interest journalism. Please do share your feedback with us.