Whether it be for personal growth, brand development or corporate communications there has never been more demand for written content. Every day tens of thousands of blog posts are made to engage and drive traffic. Planning for the audience and the types of material they want to see is an important step. Posts can be about specific ideas you want to communicate, “how to” style or teaching oriented.
No matter who is writing it is very important to understand who it is for. Is this for friends, mom, professionals or customers? Each can respond differently to style, depth and length of posts. A sales post should have a very different feel than a technical review and both are different from personal opinion pieces. Topics should be oriented towards specific issues or ideas your audience is familiar with and cares about.
Content can relate to aspirational or other feelings about products. Posts can be about “how to” use products and tell stories of others using them for group reinforcement purposes. Sales posts are often about showing concerns and explaining how a product answers the issues. Technical content is often graph and data heavy and used to show domain expertise.
All the posts need a goal. Is this information that can be used to make a decision, frame a problem or a call to action that converts. Informational posts help reinforce the expertise of the writer or brand and should be shareable. This lets readers use the posts to reinforce their own personal brand. Action posts must have an outcome that results in a reader doing something. Knowing if you want trying, buying or sharing as the goal makes the post more focused.
Creating content is a great thing to do for any person or brand. Keeping in mind the audience, content type and outcomes will help make content that will resonate with readers. Posts that connect ensure return traffic, higher recognition and greater growth of your audience.
A P.S. tip. Read the post aloud. No matter how good your writing an out loud voice will always find the mistakes.