You’ve heard it a million times.
Here. There. Everywhere.
You get it. We get it. And we’re all probably quite tired of hearing all about it at this point.
But when it comes to creating content, there’s another sub-topic that all too often gets lost in the chatter and buzz.
You need to be sure your content is on-target. Especially when it comes to your blog.
When it comes to blogging, proper targeting is a vital component in a successful content marketing strategy. Especially in 2013 America.
We all know it and feel it, but it bears repeating and reflecting (for just a moment, mind you) – Americans and American life today are increasingly and incredibly defined by things like multi-tasking and time-management. Which can also lead, if not handled properly, to a need for something like anger-management.
This is especially true of those of us who live, work and play in the weird, wild world of digital marketing and advertising. But in our current age of information overload, instant gratification and daily stress tests, it’s really a fact of life for everyone.
So while YOU may like to blog about anything and everything under the sun, and even include an array of clever, cool, creative photos, videos and infographics…your audience doesn’t have the same time, patience or focus for such time- and energy-consuming endeavors. As a result, it pays for you to prepare each blog post with something like a single-minded focus – both as a blogger and a business person.
Careful consideration should be paid to not only your audience, then, but their intent when it comes to your business and brand. As our good friends at HubSpot often remind their many followers, “it’s important to tie blogging to the bottom line of your business.”
“How To” articles and other endeavors where you give away some of your knowledge are always solid content ideas for your blog, but you need to also remember to focus on what’s interesting to your customer…not your competitor.
For instance, if you own and operate a pool cleaning and/or repair service, a blog post or article entitled, “5 Signs You May Need Advanced Pool Service” that addresses increases in water bills, obvious leaks and such speaks to your prospective customers, i.e. people looking to hire someone to clean and/or fix their pool.
A blog post entitled, “How To Remove Calcium Stains From Your Pool Surface,” on the other hand, should be viewed as off-target. Why? Well, because that’s what your audience of potential and current customers want your business to do for them in the first place. Remember, they’re hiring you because of your expertise in your business and line of work. They’re looking to pay you to come to their home or business and actively remove those unsightly stains from their pool – not ring their doorbell, smile and hand them helpful step-by-step instructions on how to send those stains packing on their own time and dime.
Sounds simple, right? But you’d be surprised just how many companies today over-share in an attempt to demonstrate their superior knowledge and understanding of their industry, especially in something like an online environment or forum.
In so doing, they often end up looking more arrogant and self-serving than expert and giving. And speaking of giving, they may very well end up giving the store (and its customers) away to their competitors. As well as alienating their valued customers and running off potential new clients.
So next time you prepare that fresh new blog post that has you all hot and bothered, make sure to pull your hands away from your keyboard, put down your double latte, take a deep breath or two, and ask yourself this one simple question to see if you are on-target…or off-target:
“Who is the content of this blog really benefitting most? Me, my competitors or my customers and potential customers?”
The answer, of course, should always be the latter.