May 12th, 2023 | 4 min. read
By Kim Kovelle
Ready to reach more customers? These marketing services help.
Writing good content for your website is no small feat, but it's critical. Consider this: 44% of businesses say improving the quality and value of their content has led to success.
Yet trying to step up your content marketing takes a lot of work. You want to be relatable yet helpful — and, ideally, not overly hyping yourself (who wants to read that?). It can feel frustrating.
Luckily, this is where two styles save the day:
In our 15+ years in content marketing, Zoe Marketing & Communications has used both methods. Both deliver strong traffic and audience engagement.
In this article, we'll compare how each can help you — and the challenges, too. With the 12 different points below, you can decide which works best for the topic you want to cover.
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Personal story blogs
People are social creatures who connect with real-life examples. In personal story blogs, someone shares their story in the context of one of your business's products or services. It has the feel of a "feature" or human interest story and, often, a more journalistic approach.
The concept is this: They had a challenge, and you resolved it. Through an interviewer or writer, the subject — who resembles your ideal prospect — illustrates this.
The pros
Personal stories can be powerful in three key ways.
1. They're authentic and approachable
Your satisfied customer is opening up and sharing their journey and, sometimes, struggles. A solid writer captures this in a way that's honest and even vulnerable.
When done well, it can feel like learning about a company from a neighbor, friend or even a family member. That's the type of connection it creates.
2. They 'feel the pain' of your prospect
"Oh, my god. I've been there." It's a common reaction when reading someone else's story. With a personal story, your prospects can understand the pain of the person doing the sharing.
Take a Chicago dad who was looking for a new school. His 8-year-old son was asking for more schoolwork to thrive — and his teacher said, essentially, "Sorry, I can't help."
Others have been there. But you're not telling them that. You're showing them, with a real-life example.
3. The solution 'hits home'
Your readers should be able to easily see (and, if it's done well, sense) the relief your satisfied customer experienced after using your product or service.
For example, a metro Detroit mom who found a summer camp for her child said: "It's so positive for him, and I love that camp is mostly outside." She also loved the camp's flexible scheduling and payment options. She even confides, "I tell everyone that I want to stay, too!"
The goal is to create a feeling of, "Wow, that sounds like just what I need. I want that, too."
The challenges
A personal story approach also have a few shortcomings to consider.
1. Finding someone to share
Sometimes pinpointing that "ideal prospect" is tricky. You want to ensure it's someone comfortable sharing their full name (for trustworthiness) and honest insights. Due to privacy concerns, certain industries, such as legal and medical, might face more roadblocks here.
2. Telling these stories takes skill
Getting good stories and quotes out of people takes talent. A writer with journalism experience helps — and can tell that story with a certain "flair" that's more enticing while remaining factual. Never fictionalize anything for a "better read."
A drawback here is that these writers can add costs.
3. They may not be relatable
A personal story aims to be relatable, but inherently, it won't always be. Your prospect may not connect with your "storyteller" due to age, race, socio-economic status or resources.
Plus, it's just one story, and their experience might not hold for everyone. Sometimes, it can even be an oversimplified account of what happened.
Problem-solving blogs
People are often Googling to actively solve a problem. Problem-solving blogs spell out the problem, make a case for why it's an issue and, of course, offer possible solutions.
They can take various shapes. Often, it's a first-person narrative or an interview with the expert. Formats like lists and how-to guides are also common. In all cases, though, it spells out clear, actionable resolutions.
The pros
Going after your prospects' problems has some clear benefits.
1. They can be very relatable
Since these blogs have a broader lens, they can connect more quickly and universally. For instance, a Michigan health network published a list of 11 things to know after the COVID emergency ended. It answered immediate concerns for a wide range of people.
2. They're more fact focused
You're telling vs. showing. Of course, having a personable expert writing or being interviewed can still be helpful, plus an example or two. But it drives home the solutions.
This guide by Chicago's official marketing organization details how to celebrate Asian American and Pacific Islander Heritage Month in the city. It highlights relevant events, exhibits, neighborhoods and businesses. No filler; just facts (and lots of great links).
3. They're a direct, easy read
Opposed to personal stories, which take a little time "drawing in" the reader, problem-solving-oriented blogs get to the point faster. They're direct, and they solve the "problem" or question the reader came there for.
The challenges
And, of course, problem-solving blogs have some drawbacks, too.
1. They can be dry/less engaging
These pieces can lack the spark of personal stories. Facts may land flat, which sometimes feels less engaging. So, be mindful of your company's "voice" and your audience.
In other words, a list of steps to remove mildew from your tub — in boiled-down, plain language — might be fine. But if you're bringing in an expert's words, be mindful of paraphrasing them or simplifying what they're saying. This makes it a bit more approachable.
2. They're broader and not as 'warm'
While these stories are informative, they can sometimes read more "clinical." That first-hand personal voice is missing. Again, mixing in a simple real-world example or two can soften this. Even better if your expert has one to share.
But remember, a broad perspective is the point here, even if a little "warmth" is lost.
3. You can risk annoying/insulting readers
Problem-solving blogs walk a fine line. The key is to answer questions people are actually asking. Figuring out topics takes some deeper thinking and talking to your current customers (or getting feedback about what they're asking through your sales team).
If you're not helping them — or, worse, spelling out super basic things they already know — you're more likely to irritate and lose them.
Next steps for creating content marketing blog posts
The personal story blog and the problem-solving blog both have benefits. One personalizes your product or service, while the other directly solves your prospects' problems.
In this blog, you also discovered both have shortcomings. Which one you choose hinges on your goals and, more so with personal stories, access to resources.
Ready to create blogs of your own? Talk to us. Zoe Marketing & Communications has deep roots in content marketing. Our experts can craft impactful blogs for your website.
Not quite ready, or want to write your own? Pick up more essential tips in these blogs:
Ready to Reach More Customers?
Connect with your best prospects — and drive more conversions — with a custom mix of digital ads, content, email, streaming ads, SEO, creative services and more.
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