Writer's Point of View: Differences Between Informational Articles and Blog Posts

Most proponents of content and inbound marketing believe that the focal point for written content is the blog. 

This is in part because it's more common to use a blog to add ongoing, fresh content.  However, with content management systems and blog-powered websites , this is no longer necessarily the case.

It's not that important whether or not you put your content into a blog or right on your website, so long as you are adding new, original content or a regular basis.

What is important, however, is the writing style you employ.

Informational Article Writing Style

Informational articles differ from the style many writers use for blog posts.

One of the most important differences is the narrative mode, or point of view of the writer. 

Many bloggers write in the first person point of view, meaning they use the "I" voice in their writing.  This point of view tends to express personal perspective, and is the basis for how blogs became popular--a kind of online journal.  

However, with informational articles used for content marketing, the fist person point of view is not effective.  This writing style creates the perception that the content is not objective and the resource is limited to the writer's experience.

Informational articles  topics need to be centered on the reader while the personal view of the writer is de-emphasized.  

The web searcher doesn't know the writer personally and at this point doesn't need to.  Web searching consumers are thinking of themselves: the concern is their questions and problems. 

Establish Authority and Trust  

To establish authority and trust with web readers, it is better to use second or third person point of view.

Imagine that you are speaking to the reader directly.  Use the pronouns "you" and "your".  This will keep their attention and establish a sense of trust.

It can also be effective to use third person point of view, especially when content needs to sound objective and authoritative, such as with expository style.  Even editorial writing that expresses opinion should be written in third person so that the tone will seem balanced and impartial.  

The publishing tool used doesn't matter.  A business blog used for content marketing should not read like the individual writer's personal journal, nor should it be company centric sales material.

Web consumers don't care what you think personally or about your company--yet.  They care about quickly finding information that solves their own problems and improves their lives. 

If you provide this information, you'll establish the authority and trust that will ultimately win their business.  

A business blog ghostwriter can effectively create a link between a problem and the way your solutions help to solve it, while creating an affinity with prospects that helps guide them towards your conversion and sales goals.