1. Write To The Audience
It’s very important to write to your audience and cultivate conversation, persona and trust. To define who your audience is, first identify the two types of audience members your blog will have.
- Primary Audience: Who uses or can use your product? or Who has a need for the solution that you provide?
- Secondary Audience: Who communicates with the audience from question 1?
Let’s have a quick example. I own a cupcake shop in New York. Who is my audience? My primary audience is everyone in New York who likes to eat cupcakes, and would eat them at my shop.
My secondary audience would be the local food blogs & critics, the coffee shop next door that my customers like, and local publications.
Great! So now we know who are audience is. So, what do we write about? Try writing about topics that directly impact the primary audience. For example, the cupcake shop might write a blog post about how to vegan cupcakes.
Remember:A blog is a long form communication tool between you and your audience. It is not…
- a digital flyer
- a free ad space
- a soap box speech
2. Blog Post Frequency
Enough said. Post often, and post relevant content to your primary audience. However, don’t let frequency ruin the value of your content — take the time to write about great ideas. Remember, you and your brand is only as great as you present it to be.
3. Comments and Links
Comments is where a blog becomes a conversation instead of a speech.
People who are interested in what you write leave comments. Some might be positive, like while others might be negative. Look at the examples below.
How would you respond to the comment:
“Wow, I didn’t know vegan cupcakes would be so easy!”
a. Thanks for the comment!
b. We’re glad you found it easy! Keep your eye out for a post about vegan frosting — it’s easier than it sounds!
c. No comment
“I tried that recipe and it turned into a sloppy mess.”
a. Creating vegan recipes can be challenging. Better luck next time!
b. No comment
c. We’re sorry this recipe didn’t work out for you. We’d love for you to stop by the Cupcake Shop and talk with us about it — we’re always on the lookout for ways to improve our recipes and the directions!
I hardly have to say what responses are best — you know what good service looks like!
Links are your lifelines!
When other people link to your blog, your audience just grew! This is where the secondary audience comes in. The secondary audience can help get the word out.
Let’s say I wrote about what flavor cupcakes go best with coffee. The neighborhood coffee shop (secondary audience) would pick up on this content, and link to the blog. Now all of the coffee shop blog readers — not our primary audience — are reading a blog post about cupcakes. Coffee drinkers are now likely to stop by our cupcake shop and ask for a cupcake that goes with their drink!
That’s all the news that is fit to print — for now. As I continue to explore Hubspot’s InBound Marketing University, you’ll be sure to see further posts about online marketing, ranging from “homework assignments” to my notes that merit sharing.