This post was first published by Sarah Love on March Communications’ blog PR Nonsense.
Last week, I attended a Pub Club panel event, The Evolving Relationship of Brands and Bloggers: What It Means for Your Content Strategy, which shed light on how blogging (and bloggers) can support a brand’s goals or mission.
The panelists, which included a mommy blogger, agency employees and a corporate blogger, discussed a number of topics related to blogging, from creating relationships with influential voices online to writing meaningful content for your own corporate site.Writing for Readers
Dave Charest, senior manager of content and social media marketing at Constant Contact, gave some particularly important advice for brands that want to gain readership on their own blog.
As the manager of Constant Contact’s blog, his job is to increase readership and thereby tap into new markets, get potential customers to start a trial and build thought leadership and market recognition for Constant Contact.
To do that, he knew he had to offer content that addressed the questions that these kinds of people were already searching for answers to.
People who use Constant Contact are interested in doing more effective email marketing. To capitalize on this popular search and to address this market need, Dave created a lot of content about email marketing. Then, he looked at who was reading those posts – were they business owners? Entry level employees? Which business sectors or departments were they coming from?
Based on that information, Dave was able to tweak his content to even better match the curiosities and questions of the people who were coming to Constant Contact’s blog.
This is an important point, and one that many brands don’t necessarily think of or act on. You can write as many blog posts for your ideal customer segment as you want, but they aren’t necessarily the majority of readers!
Think about what the people who are actually coming to your site care about – are they job seekers who want to learn about that industry, or are they working professionals who need tactical advice? Are they only based locally in your country, or do you have an international audience? Seeking the answers to these sorts of questions will help refine and adjust your blog content, and eventually grow your audience of new readers as well as frequent readers.