As you know, blogging for business has become an essential component of every marketing strategy. And if you’re on the team tasked with creating material for your company’s blog, then you also know that producing content can sometimes be challenging when you’re dealing with length, topic, and engagement.
Fortunately, these 3 content problems can be resolved fairly painlessly. Here are two easy blogging tips you can implement today that should take care of them so you can achieve your content goals more quickly and efficiently.
1. Speak to One Audience only
If you’re struggling with a blog post, it may be because you haven’t given much thought to which target audience you’re trying to write for. In fact, you might be trying to cast too wide of a net with your content.
Creating content that is broad enough to speak to your entire audience at once is a bad thing. “You should always know which persona you’re trying to reach, and it should never be more than one primary persona,” says Impact.
“Content that tries to be everything to everyone is ineffective.” ~ Impact
The last thing you want to do is come off as being semi-proficient at a bunch of different things, but lacking the focus to excel in one specific area.
To prevent this, choose one segment of your audience per article topic or piece of long-form content. Before you start writing, ask yourself the 4 questions listed below:
- “Why is this audience asking this particular question / looking for a solution to this particular problem?”
- “If this audience is feeling stressed or feeling a sense of urgency, how did they get to this point?”
- “In their own words, how would this audience describe their situation and how they’re feeling?”
- “What do I need to give this audience so they feel that this article helped them solve their problem or answered their question?
Completing this short exercise will help you frame your introduction in a way that more effectively connects with your audience. Then you can zero in on their specific pain points and connect them to the ways you’re going to help, practically making it a sure thing that they’ll read the start of your article and exclaim, “Finally, I’ve found someone who understands my dilemma. They get what I’m going through, and I’m confident that I’m going to learn something that will help me.”
That will keep them reading so they have the opportunity to absorb your expertise, which in turn will help them overcome their challenges, alleviate their stress, and make better decisions.
If you’re still wondering, “But what if certain segments of my audience share similar goals and pain points?”
Impact makes it clear that you should still only choose a single primary persona or audience segment.
Why? Even if you have two segments of your audience trying to mentally climb over the same hurdles, they’ll most likely be doing so from different perspectives, with varying external and internal pressures.
When you focus on just one of those aspects, it can be a real game-changer when you’re trying to set the scene. Additionally, it can mean the difference between creating a, “Wow, they really understand me,” piece of content and a, “Hmmm, this advice is pretty generic and it doesn’t really apply to me,” type of article.
Focusing on one audience segment in your blog article will also help you flesh out your editorial calendar. That’s because you’ll be able to revisit the same topic from different perspectives later on instead of covering one topic—once—in a single article.
2. Only Solve One Problem
Whether your piece of content is big or small, you shouldn’t be trying to solve all the problems related to a single topic in one article.
“Build your content with laser focus around solving one problem.” ~ Impact
Whenever you can be more specific, it will improve the quality of your content, along with search results and audience reactions to it.
People are inherently selfish about how they choose to spend their content-exploration time. Usually, they are compelled to search for content by one specific problem or question that creates a sense of urgency. Then, they skim articles for relevancy to see if it’s appropriate for their specific situations and problems before they commit to actually reading it.
After all. Everyone is busy these days. No one wants to wade through thousands of content pieces, about broad topics, looking for one gold nugget related to what they’re trying to accomplish. Right?
“When creating content, be the best answer on the internet.” ~ Marketing Insider Group
When you focus on solving a single problem in each blog post, you’re providing value to your audience. You save them time by narrowing their search and demonstrate that you’re an expert in your space—an expert that cares about using your knowledge and skills to solve their particular problem. Plus, helping others by blogging good content that solves a problem increases traffic to your article!
Business blogging is an essential component of marketing, but sometimes it can be hard to produce content when you feel hampered by length, topic, and the task of trying to engage your audience.
“Creating effective content is a long-term play, so your goal shouldn’t be to paint the entire picture of your expertise and everything you have to offer in a single piece of content,” says Impact.
When you bring more focus to your content’s intent and audience, you’ll notice the short-term gains and successes you’re looking for. More importantly, your audience will better understand who you’re writing is really meant for and how you intend to help them succeed.
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