The single biggest tip for business bloggers occurred the other day during a conversation with a copy writer. I have been writing for years, in many capacities: for a newspaper, for teachers at school, myself both personally and in the form of various blogs. One of the most important things a writer must do, I must do, is keep my audience in mind. Every time I write, no matter what avenue or for whom, I must keep you, my audience in mind.
If you are writing an ad targeting elderly individuals with 3 – 6 children who have 8 million dollars or more you must write in a certain way. If you are developing a white paper that will primarily be seen by middle-aged, middle-eastern women who also have engineering degrees, you must write in a certain way. I am not saying that you must lose your “voice,” but a writer should typically vary their structure, their choice of words, the amount of humor or type of humor based on the audience of the piece.
And maybe that is why blogs are so popular. Never before has authoring been so easy. Indeed, typing a post in many ways is faster than a pen and paper journal. It can definitely be edited easier. But, amidst this ease of use and the ease of dissemination also comes a freedom, freedom from audience, or a disconnection to ones audience. It seems many authors neglect their audience, writing solely for themselves, emphasizing their “voice.” But you must always, especially in regards to business blogs
Remember Your Audience
When I visit a blog about tech updates I am not typically searching for information on the authors’ most recent family outing. I don’t care if you went to the zoo and had a great time and allowed your two-year old to intensely watch an elephant urinate.
It is when authors neglect their audience, particularly business bloggers, that readership and subscriber numbers begin to suffer and decline. Of course, the negative effects of personal posts don’t happen overnight, and I am not telling everyone that you shouldn’t author personal posts. But, too often I have seen one personal post lead to another, and another, and another, until the topic of the blog (that thing your header has in bold text) is unrecognizable from the content in your posts.