A blog, and content in general, is about connecting to a reader. This is the key to building value through your writing.
So why do you struggle to write something meaningful for all your readers? There are several answers to that question, as with all problems it’s rarely ever one things you have to fix (and that’s going to allow me to make multiple blog posts about this problem).
So let’s start here…
Who are your readers?
Knowing is half the battle! Just imagine those old NBC “The More You Know” animation flashing by as you read this next bit.
Before connecting with your reader with your content preparation is key, how can you connect with them if you don’t know who they are? You have several different types of readers, each with their own problems and interests.
This is called creating Personas (NBC Animation flashes by). Things you should know about your persona are:
- Occupation or position
- Marital status
- and a lot more
Don’t worry about getting it exactly right because you are quite literally going to make it up as you go along.
Now that you know a little about who they are you have to get into their heads and find out what keeps them up at night. These problems should line up with your value, start out by mapping out the different problems you can solve, then you can work backwards to find out who you’re helping.
Some questions you need to ask yourself are:
- What are the problems my product/service solve?
- What are the roots of those problems?
- Where/when do they occur?
- What goes through the mind of someone who is going through that problem?
- What question are they typing into Google to find out more?
That last one is incredibly important, this is how you’ll be found and more importantly how you’ll make an immediate connection to the searcher.
The most important part of creating your persona is giving them a name. When we give inanimate things names we create an emotional connection and start to care about them, we also find them much easier to remember. Bob, Dave and Valerie each come from different backgrounds, have different jobs but all need your help.
Once you have everything put together you can start building blogs to answer Bob’s, Dave’s and Valerie’s questions.
Next week we keep looking at how to connect to your readers.