Getting to know your audience

Jen HerbertSMEs, Startups

Getting to know your audience is the surest way of keeping your business blog on track within your overall content strategy. Here are a few tips to help you work out who you are writing for, and how that should shape your blog strategy.

Write for your existing customers

This should be the most straightforward part of your audience analysis. Think about the conversations you’ve had with your customers recently. What concerns them? What topics get them talking? What questions do they ask?

Keep these answers in mind when you write. You can build customer loyalty and add value by providing content you know your customers will appreciate, whether that’s advice, product updates or industry-specific news and comments.

Look for potential customers

Use your website statistics to see whether your blog is properly geared towards potential customers. Do you know what people are searching for when they land on your site? The answers might surprise you! Which of your existing posts draw the most traffic? Where do people go next – and what does that tell you about what they were originally looking for?

The answers might be what you would expect of your existing customers. But look for anomalies, such as people who have found your site using unexpected search terms. Use your data to see if there is a category of reader that you have neglected.

Attract new markets

Give some thought to reaching potential customers who don’t know they need your product or service yet. They won’t be searching directly for your products, so you’ll need to create other routes to your site. Think about what those routes might look like. You can use your blog strategically to point your readers to your services – even if they were looking for something else.

For example, a start-up business owner might only discover how affordable your accountancy services are when they ask their local small business network for advice on DIY bookkeeping and someone links to your post, ‘Ten tips for managing your business paperwork.’

Remember, this kind of reader hasn’t come to your site by actively looking for your product or service. So you need to make the connection for them, while also delivering the valuable content that drew them in the first place.

Make it easy

Whoever your blog is written for, everyone appreciates good writing that gets to the point and is easy to navigate. Be kind to your readers. Cut out waffle, include clear subheadings and use a few well-chosen internal links to guide them on to the most relevant content on your site.


About the Author
Jen Herbert

Jen Herbert

Since arriving in the North East as a student more than a decade ago, Jen has acquired a BA and an MA in English Literature from Durham University, a professional qualification in magazine journalism, and several years' experience in business publishing as a writer, researcher and editor. In her spare time she likes to get outside as much as possible with her husband and their two small (but highly energetic) boys.