In this day and age, blogging is important. You know it, your neighbour knows it, your neighbour’s great aunt twice removed knows it.
Blogs are consumable content for information hungry consumers. You want to be the apple they munch through and that makes them feel satisfied and enlightened. You don’t want to be the double chocolate cake that brings guilt and an upset stomach.
But how do you become the shiny red apple of your consumers’ eyes? How do you start blogging for business?
In this blog we will walk through the what, when, who, where and how of blogging and how to get cracking!
Customer research is the key to great blogs. You want to find out what your customers want. If they’re after that elusive apple and you’re giving them double chocolate cake, they will lose faith in your business and go elsewhere to find what they’re looking for.
The best customer research comes from your customers, ask them what they want. You can do this through surveys, polls, interviews etc. This will give you a great starting point and indicate what they are interested in.
From this you can pull out keywords.
Take these keywords and research the hell out of them, find out who is searching for what and how many times. You can read our keyword blog here for a refresher.
These keywords will then become the foundation of your content plan. Your content plan will be the guiding force of what you’re blogging about and when. A strong content plan is the difference between blogging that adds value and blogging that wastes peoples’ time.For £849 we will extract your keywords, do the research build a content plan for you. This will kickstart your blogging success and give you that shiny apple!
Demographics and Psychographics
Now you know what they want but who are they?
Demographics refer to specific segments of the population. Statistical data like geography, age, gender and income. Demographics give you an outline of your target audience.
Being able to segment your target audience is really important for when it comes to building a content plan that matters, because you could have a group of people just starting out and a group of studious overachievers and you want to add value to both groups.
Psychographics is the touch of magic that brings your target audience to life. Psychographics helps you get into your prospects head and identify their desires and motivations.
Not only will you know who your target audience are, you will know what they want.
Google Analytics is a fab tool when figuring out your audience because they can be used to discover behaviour which will show you the best ways to optimise what you’re putting out there.
Google Analytics is a platform that collects data and compiles it into nifty reports that exude key tips by showing you what is working and what isn’t.
You can see how your blog is being received by your audience which could trigger a more advanced blog or lead into the development of a lead magnet.
We’re doing well, we now know who we’re writing for, plus we have some great insight into what we should be writing on and how to monitor the blog’s performance.
But how should we blog for the different levels of awareness?
We know you know what you’re talking about and that’s being gobbled up by the 3% of your target audience who are most aware but what about the unaware? The people who don’t know they have a problem that needs a solution? To them, your blog is gobbledigook.
The Awareness Levels are;
Completely Unaware: customer doesn’t know they have a need and has no ties to the product or company
Problem Aware: customer knows there is a problem but doesn’t know your product is the solution
Solution Aware: customer sees benefits and wants results but still doesn’t know your product is the solution.
Product Aware: customer is aware there is a product but still not ready to commit to your product.
Most Aware: customer knows about your product, knows it will solve their problem and they want it.
So writing a blanket blog even if it’s a bloody good one might not grab the attention of all of your audience because they might think it’s irrelevant.
You have to make it relevant. Even if this means writing three separate blogs on a single topic, your chances of conversion increase dramatically if you look at the whole picture.
Once you know what your customers want and you’ve built an impressive content plan - it’s time to start creating.
Even if you have never blogged before, there are loads of awesome resources out there to help get your writing from blah to aha!
Our absolute favourite and most valuable teaching aid has been Copyhackers. Copyhackers teaches you everything there is to know about writing to add value to your consumers.
The great thing about Joanna Wiebe is that she teaches in a way that is relatable and understandable, she speaks to other experts, uses real life examples and offers formulas that will upgrade your writing whether you are a novice or an expert.
Adding value is what will set you apart from your competitors.
Give your consumers what they want, not what you think they want.
Read our blog on how to add value to your content for some tips.
So now we know that blogging is basically all about;
What they want
Who they are
Where they are in awareness
Why are they consuming your content
How did they action what they learnt
Jumping into blogging can be overwhelming but with a plan of action (content plan) based on what your target audience (that has been researched) wants + key tips from copyhackers plus our blogs, you’ll be a pro in no time.
If you need a push in the right direction, grab an action plan and we will help get you on the right track.
If you’re not quite sure where to start, grab a free marketing therapy session with a ninja and we will help you find the gaps and build a strategy that works.