A big part of being successful at professional blog writing is giving your audience what they want. While you can come up with endless amounts of content that you like writing about, it will not be successful if it doesn’t address what your readers are looking for. When it comes to writing for your blog, you have to put yourself in the shoes of your readers and understand how to capture their attention.
Know Your Audience
If you are going to have a realistic shot at providing the content that your visitors want, you’re going to need to find out who is your audience (or if you’re just starting out, who you want to target). You can’t simply guess at what your visitors want or who is reading your blog. This part of the process is going to require some real research on your part.
In most cases, you can check out your website’s traffic statistics with your hosting company or Google Analytics. Most hosting companies provide you with detailed statistics about where your traffic is coming from and who is visiting your site. Try to look at as much detailed demographics information as possible. For example, look at how old your visitors are, what sex they are and where they’re coming from.
If the vast majority of your website visitors are 25-year old females from China, you will need to write content that caters to that demographic as opposed to content that would appeal to an older demographic eg. 50 year old men from the United States. While you want your blog to have a general theme, you may have to tailor the content to your visitors as much as possible. Focus on what your target market needs and then provide it to them.
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Relate to Your Audience
Once you know the type of visitors your blog has, it’s your job to relate to them. During this part of the process, you should try to tell a story, if at all possible. Some of the most successful movies and books of all time use a template that is referred to as the “hero’s journey.” With this technique, the story revolves around a hero. When writing a blog post, try to make your reader feel like the hero in the story. In most stories, the hero is introduced and then has to overcome some kind of adversity before eventually solving a major problem. For example, when writing a blog post about buying a vacation package, your hero is the shopper and the obstacle that must be overcome is finding an affordable vacation package. If your blog is about sports training strategies, the hero is an athlete and the goal might be to dunk a basketball or shoot a two under par.
Throughout this process of telling a story, you should also strive to answer as many burning questions as you can. Every reader has some questions in mind that they go out in search of answers for. This is probably how they ended up on your blog in the first place. Ask yourself what your reader wants to know and then provide that information.
If you approach professional blog writing by giving dry explanations, your visitors will not be able to relate to it effectively. Instead of using this approach, try using vibrant stories to get your message across. This will make a big difference in how satisfied your visitors are over the long-term.
You can also include a personal story from your life in the article or a point of view. Many readers like the idea of being able to relate to someone else who has the same problem. Even if you don’t have the exact same problem as one of your visitors, you can usually find some common themes. People relate to stories much better than they do with other methods. If it’s a true story, the visitor will relate to it even better and be much more receptive to the solution that you provide. If you can show that you’ve been through the same problem in the past and got through it or that you understand the problem they are experiencing and have a solution, your website visitors will appreciate your honesty and be willing to accept your recommendations.
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How to Address Visitors
When it comes to providing an answer to a problem, be as specific as possible. Avoid using vague generalities and theory to answer specific questions. In addition to giving specific answers, you should also provide tools that your readers can use to solve their problems.
Throughout the process, address your visitors with confidence as if you are the expert in the field. You are offering guidance on how to solve a problem. While giving guidance, offer some specific tools to help your visitors. These tools could be a software program, an e-book, a service or some other resource that can help them take action.
Putting it All Together
When writing content for your blog, your goal is to capture the attention of your audience and provide them with the information that they are searching for. Where relevant, take your visitor through a story and then lead them to the finish line by offering a specific recommendation or action item that takes them even further. This will help you build authority with your audience and at the same time give them what they want.