Knowing Your Blogging Audience

by Jenny on June 10, 2013

Despite complaints to the contrary, the Internet is full of excellent content. The writers of that content don't always have an easy time with their writing, however. A lot of times a growing process is necessary before their content graduates from mediocre fluff to actually good stuff. One issue common to all writers is the struggle to understand their readership.
Business blogging has its own set of rules. Writers in this category must keep the consumer of the content first in mind. It is important that the writer clearly defines the type of reader that the blog targets before the writing starts. Then the writer can focus on using the right language that works effectively with the psychology of the readership. 
Many times a writer can accidentally fall into the habit of shaping his or her writing using the language and themes that he or she prefers personally. This can be a mistake, and you should avoid this pitfall by keeping the target audience in mind. If you're writing about the wedding cake industry and hoping to target small business owners whose product is the wedding cake, then don't focus your blog on how to increase traffic to your blog. Keep the focus on the wedding cake industry. If you prefer a specific kind of wedding cake, remember that your readership probably likes other kinds and styles of cakes. Don't pigeonhole yourself before you get a chance to address every aspect of the topic that you're writing about.
If you're writing on behalf of a specific business so that its readers are clients of that business, then remember to focus on the content. If the business is web design but the business owner really wants to target local small businesses, then write about topics that touch on aspects of doing business in a local setting and themes that set small business owners apart from big corporations. Don't write about the technical side of web design.
At the same time, don't let your ideas go to waste. If you find yourself suddenly in the middle of a bunch of text that is well written and rich with information, but that has lost the focus of the article, then put that writing aside in a safe place. Later you can use that writing in a different way. This not only keeps your productivity at a maximum, but lets you have material with which to branch out later on.
Make sure you pay attention to data that describes the readership of the blog. This is why analytics applications are useful. Find out where the readers are coming from, what technologies they use and how much time they usually spend reading. Also, pay close attention to comments that the content attracts. Use reader interaction to shape your blog around the personalities and preferences of the readership.
Knowing your audience and staying on track with your writing will keep your readership coming back for content that they've grown to trust.
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