Understanding your audience is KEY to creating compelling and result-driven blogs. By targeting a specific set of readers, you allow yourself to tailor your content to a) attract their attention b) keep them engaged c) encourage action. Whether you’re planning on writing your first blog post or you simply want to improve the content you’re currently posting, don’t forget to consider the 5 Ws – Who, What, Why, When and Where…
Ask yourself: Who do you want to target? Who is going to be interested in what you have to say? Who is your ideal customer?
By answering these questions, you build a ‘user profile’ which can be used to ensure your content appeals to the right audience. For example, are your target audience more likely to interact with detailed blog posts or short snippets of information backed up with infographics? Before you go any further, be confident in who you are targetting.
Ask yourself: What kind of things do they like to read about? What information will attract their attention? What content will keep them engaged?
By getting down to the nitty-gritty of who your target audience are as people, you can use this information to communicate the right type of message. For example, if you’re selling a high-value gadget aimed at men, then they need to have a certain degree of disposable income, an interest in technology and be male! In turn, the content needs to be written in a way that appeals to this specific audience.
Ask yourself: Why would they want to know about your product/service? Why would they choose you over your competitors? Why would they take the time to read your content?
This is your time to shine and really convey what it is about you, your business, your product or your service, which makes you stand out from the crowd. What’s your USP? What makes you superior to your competitors? Ensure this information is conveyed in your blog (in a subtle, ‘non-salesy’ way) and think about why your audience would turn to your content – what solution can you offer to their problem?
Ask yourself: When are they most likely to read your content and how often?
The answers to these questions will depend on the time of day you post your blogs and how often you post. There isn’t always a definitive answer but think about the typical daily routine of your audience. When are they are likely to have the time to read your blog and how much content do they want from you? These are important factors to think about if you want the right people to read your posts at the right time.
Ask yourself: Where will they read your content? Where will you publish it? Where in the purchasing process are they?
Again, where your audience read your content – whether it’s on the commute to work, at their desk or at home – very much depends on the type of information you should be posting and where. Will they find a link to your blog via social media? Or, will they visit your website directly to read your blog? Finally, think about where in the purchasing process they are. If it’s at the beginning you need to build trust and rapport, whereas further down the line, your content should start to convert visitors into customers.