When you compose an article or a blog, what messages are you trying to deliver? Is it the knowledge you possess? A new accomplishment? Perhaps it is an idea you want others to partake in. In truth, your blog says a lot more about your brand than you might think.
What does the reader think when they encounter your material? Is it informative? Is it defined? Are they intrigued by it? While you, as a writer, might find your material to be intriguing, it always comes down to what the reader thinks.
Who are you talking to?
The first step is to research your audience. What does your audience enjoy reading? Do they like your subject? Is it something that naturally intrigues them?
Then ask yourself: What do they like about your brand? Every brand has its own individual characteristics that readers are looking for. Use that to your advantage. What do you like about them? Are they actively participating in the conversation? Define what it is that makes your audience special to you, because that is one thing they enjoy reading about. It’s all about engaging the audience.
Analyze the audience
Every individual is different, but they often have a few things in common. This is the same between you and them. You are both different and similar to your audience in different ways. This means that not all of them are going to be able to comprehend exactly what you’re saying all the time. Do you reach your audience? Are you speaking on their level of perception? Put yourself in the reader’s place and examine your work. Would someone outside of your profession be able to comprehend your blog? Would they find it helpful in their own way?
Quality of words
Keep in mind that the content itself will define its value. There’s not just quantity, but quality in your words. Even if you manage to write a three-page blog, that doesn’t mean it’s going to provide any more value than one that takes five minutes to read and has an infograph to simplify the case. In today’s fast paced online world, time is precious, so providing quality over quantity can say a lot about your brand by itself.
How does the audience benefit from your content? Is there more than just information? Do you encourage the reader to take action? Would the reader be willing to share your content with others? One of the best results you can get out of your blog is to have your audience take action with your brand, often by simply sharing it with others. Word-of-mouth marketing is a powerful tool for online exposure, considering material you generate not only reaches the reader, but reaches that reader’s network as well.
There are certain aspects to generating a blog that you should consider if you want to reach your audience on every level. While you might get a few readers and subscribers, if you can generate a blog with content that speaks with the audience, rather than just to them, you’ll find that it’s something they’ll share with others, which will start even more conversations about your brand.
Maria Elena Duron is chief editor and chief content officer for two of the most prominent leaders in personal branding. Maria also founded #brandchat, a weekly Twitter chat focused on every aspect of branding that is recognized by Mashable as one the ‘15 Essential Twitter Chats for Social Media Marketers.’ As CEO of buzz2bucks, a word of mouth marketing firm, Maria Elena is a professional speaker and trainer on developing social networks that work. She provides workshops, webinars, seminars and direct services that help create conversation, connection, credibility, community and commerce around your brand.