Time for another chapter from my free eBook, An Introduction to Business Blogs. In Chapter 4, I cover the question Who are you writing for?, to give an idea of who you want to read your blog and how you are going to write for that blog audience. Again, this is just an introduction – the full eBook, available to download here, gives more tips on getting started. This article has been slightly edited for online use.
Who are you writing for?
While the potential of the blog is unlimited, it’s important to focus on a niche. If you’re too general, you won’t be found or read. If you know exactly who you want to do business with, your blog can be directed solely at that audience. It will engage exactly who you want it to and deter time-wasters. Establishing your niche will also help your blog spread – specialists are sought after, generalists are forgettable. So who are you writing for?
Think of your Unique Selling Point and ask yourself how it will fit into what your customer is searching for. That will shape everything you write. Copywrite Now is aimed at people searching for ways to improve their business writing, because they recognise the need for quality writing. Hopefully, people like you reading this now. You may not necessarily be looking to hire a writer, but it’s my hope that you value my content, so you might share it or return to my website – or at the least appreciate my website is worthwhile.
Another site of mine, English Lessons in Brighton, is aimed at students of English language. Every blog post is an individual lesson covering a specific language point – nothing else. It is aimed at people searching for specific answers to advanced language queries. There are no simple language tips and there is no entertaining filler, it is all about offering advanced tips, to draw in advanced students.
How do you decide on who your blog audience is?
Start by following this line of questioning:
- What makes your product or service unique?
- Who will that be most important to? Think specifics, for instance age, location, disposition, level of knowledge.
- When the customer searches the internet for products related to yours, what are they looking for?
When you answer these questions effectively, the point of your blog should become clear.
The answers for English Lessons in Brighton would be:
What makes your product or service unique?
Understanding of advanced English language with detailed explanations.
Who will that be most important to?
Advanced language students and those with an academic interest in English: older learners, both foreign and English, who are likely to use English professionally and require high levels of accuracy. These learners have a good grounding in English, but aim to become fluent.
When the customer searches the internet for products related to yours, what are they looking for?
These students want advanced language queries answered directly with grammar points and exercises.
If your web content is going to draw your desired blog audience in, that is what the blog must offer.
For more information on writing your business blog, download the full eBook, An Introduction to Business Blogs, right here.