Cream Pies Stick: The Importance of Persistency & Consistency in Content

Posted by Paul Hassing on 27 July 2011 | 10 Comments

Tags: content marketing, blogging, blog

It's a big day at Global Copywriting. Paul Hassing - Chief Blogger, MYOB Small Business Owner and Founder & Senior Writer, The Feisty Empire - has graciously agreed to guest post. I'm beyond excited. Paul, aka @PaulHassing on Twitter, is a master of engagement. When I asked him to share his secret for getting people to leave comments, he generously offered this post. If you don't already read the MYOB blog, I highly recommend you start. While each post is packed with extra good information, Paul's ability to entice comments explodes the value of every one. He's got Australian small business owners clamouring to share their expertise and personal experiences.You won't want to miss out on the fun. Over to Paul.

Stick to the basics and readers will stick to you!

Introduction
Catching and keeping business owner attention during a GFC was never going to be easy.

Let alone with a new blog by an unknown copywriter.

So when MYOB asked me to be Chief Writer for their Small Business Owner blog, I had a few qualms.

Fortunately, the cream pie principles of persistency and consistency saved the day.

Persistency
Cream pies persist in Western culture because they’re:

• Familiar.
• Welcome.
• Easily digested.

In the Small Business Owner blog, I talk straight from one businessperson to another. And they talk back. From good clients to bad debts, we cover common issues in a familiar language.

Each blog post brings something welcome – be it tips, laughs, empathy, insight or proof that readers aren’t alone.

Posts are brief – around 450 words. I use pictures, captions, bullets, sub-headers, short sentences and frequent paragraph breaks to ensure even the busiest readers can easily digest.

Consistency
Cream pies are consistent because they have:

• Standard ingredients.
• A straightforward recipe.

So does this blog.

Apart from Christmas, I post every Tuesday and Thursday morning. Apart from guest posters, I’ve not missed a beat. Every polite or erudite comment is acknowledged with thanks. MYOB and I have set a standard and everyone sticks to it.

Or else.

My posts follow a straightforward recipe:

1.   Take 1 real-life event.
2.   Research the underlying topic.
3.   Add personal observations.
4.   Ask questions.
5.   Suggest a solution.
6.   Serve.
7.   Solicit comments.
8.   Allow to rest.
9.   Facilitate debate.
10.   Stir if needed.

With more than 200 posts and 5,200 comments to date (including several from Seth Godin and Penelope Trunk) this recipe is producing sweet success.

Recipe for Success
MYOB have facilitated our achievement by staying out of the kitchen.

They promote the menu and suggest the odd theme, but they don’t stick their fingers in the pie.

Apart from guest posters, I’m the only cook.

My voice is consistent, the story lines are persistent and our message is clear.

With the Small Business Owner blog, there’s always room for dessert!

What's your best tip for cooking up sticky content?

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