Last week, Jenn Whinnem graciously offered a guest post and asked whether your blog writing may be offending readers. She got a litany of comments, and each of them had poignancy. Yet, the answer was mostly skirted, so I need to address this in a different way while respecting all the comments people left who knew or were pondering the answer to that question.
Jack Steiner writes Random Thoughts, and he’s been at it for seven years as a blogger. This is miraculous; in fact, I don’t know anyone else who’s been blogging longer. And, his style is very much his own — he writes for himself about family, experience, personal thoughts, and some business, too. He doesn’t care to niche himself into one tier of audience because he clearly states he writes for himself. So, his audience is he.
Laura Click of Blue Kite Marketing said she is writing for small businesses about social media tips; yet, those who comment are her peers, and they may already know what she’s writing about. So, is her blog effective? Is it meeting her goals?
Leon Noone, that curmudgeon Aussie who recently guest posted on Spin Sucks, shares with Jenn that you need only have one audience. He states this based on his lifetime of direct marketing expertise. (By the by, you need to keep abreast of Leon — you can learn much.)
Adam Toporek shared that he’s blogging with SEO in mind so some of his topics are intended to push his Intense Fence business. He’s only been at it a little while, so he’s still trying new things.
Shakirah Dawud took Jenn’s comments to heart and suggested she needed a swift something or other to try and write for a larger audience. She claims she had been writing for her peer copywriter buds, but found that niche too narrow. She’s now considering casting a wider net.
Other bloggers have determined that personal introspection, therapeutic, and coaching content work well for them, and thus their audience is people who seek a community for support and a spiritual nature.
And, what about me, you ask? During that first year, I had no idea; my goal was to become a thought leader and I never asked anyone to hire me, buy from me, or other monetary gain. Knowing I wanted my clients to look at my blog and see something actively energetic, I had to write about what I knew — public relations.
But, writing about public relations begets other practitioners. So, eventually/fast forward to now, my blog has become a place for peers with a community built around social media, marketing and PR. Is that what I had intended? Nope. Didn’t want to be caught in the niche; but…I like it, it feels like home, and because I’m seasoned after 27 years in this field — well, I should not ignore that.
If your goal is to write for small businesses, writers, PR peeps, friends and family, or customers — keep in mind that there are those popping in to see what’s new who NEVER comment. (That’s why a “like” button is helpful; gives people a way to show they’re there without speaking up; ahem, @thesaleslion!).
So, clarify your blogging goals; defining your audience is exactly part of this process. Remember that goals can be adjusted as you grow:
- Are you blogging to brand yourself?
- Do you want to expand your service offering?
- Do you need clients to see you in action?
- Or, are you needing to grow as an individual and earn confidence while writing a ton and earn support from the sphere at the same time?
When you can definitively answer these questions, you will know for whom you’re writing. And, maybe you already do.
Yes, yes, yes, no.
I’m writing for me. I know, what a shock, huh? It’s all about me, right?
I will further brand myself, but it might not be in this arena. Corporately, we will have a blog and so this is where my technical day-job stuff will be written. However, I have learned how important it is to engage your audience and will try to incorporate it on that side as well.
I could be writing to my industry, people like me, but that is somewhat boring at times. I much prefer the social/networking side of this and I can assure you that is almost always how my deals get started.
If I become the ‘thought’ leader and known as ‘that guy’ specifically in group captive insurance arrangements, then that would certainly be a win. Right now, most of our prospects for this model do not appear to use social media to any degree. However, I know I can be ‘read’ at any time.
I’ll say it again; I am writing for me and I’m ok to see where it is going to take me. I’m not in a huge rush to just start jamming stuff in there because I think I can make some money off of it.
That’s my story today and I’m sticking with it.
It’s a wonderful journey for you, Bill. You’ve succeeded in expanding your horizons to include a whole new batch of peeps you’d never have met prior to launching your blog. What I’m more amazed by is your overnight success; how did you do that? Perhaps your laissez faire ‘tude about the whole thing…just sayin’. Plezh to see you here. Deuce.
Overnight success; one-hit wonder…………..yikes……………:). Truthfully, it has already been a ‘win’ for me; everything else is really gravy at this point………..
Since I didn’t leave a comment to @jennwhinnem:twitter ‘s post when she wrote it, I had to quickly scoot over to do that. I hope it doesn’t duplicate or dilute what I’ll say here!
I do know for whom I’m writing. I’m writing for 2 audiences: potential clients (includes small business owners) and my colleagues. I always have my clients in mind when writing posts and the best way for me to gauge level of awareness with those posts is via my FB business page (hands down). I also write for my colleagues so that I can continue to develop my own brand of social media strategy and PR know how. The comments and feedback I get from my colleagues, as well as the traffic, are invaluable and keep my blog growing and producing. If I relied only on my target audience for traffic and feedback, I wouldn’t be growing my blog at the pace that I am (nothing earth shattering here, just a continued posting schedule). We all need feedback. We don’t always get it from our target audience because THEY DON’T LIVE IN THIS WORLD; our colleagues do.
With the exception of a handful of posts that go “off topic” (#nicheamnesty, for example), I typically bring my point back around to a business perspective or a social media/online perspective. That’s why I started my 2 Min/2Q’s video interview series with small biz owners and that’s why I write about the online world – to satisfy both.
Solid response and refreshing to read it. You know your audience and that’s the first step to success. None of us in this space can say they have a massive SMB commenter following on their blogs; that’s my statement based on what everyone is saying all over the place. However, no one knows how many lurkers there are to your point. We need to respect the “ghosts” among us! Thanks for sharing on Jenn’s post and here this morning, Erica.
“If I relied only on my target audience for traffic and feedback, I wouldn’t be growing my blog at the pace that I am (nothing earth shattering here, just a continued posting schedule). We all need feedback. We don’t always get it from our target audience because THEY DON’T LIVE IN THIS WORLD; our colleagues do.”
Thanks, Erica. That really validated my concerns about speaking to customers versus colleagues. I’m trying now to speak to customers, but I don’t want to lose colleagues because that’s my community (at least the one giving me the most feedback so far on my blog). I have to say sometimes the comments I get on a post in a LinkedIn group are as different from the ones for the same post on the blog as night and day because of the disparate audiences, and I find that a wonderful thing. So I’m glad to see your ideas, which I’ve witnessed in action, proving I don’t have to settle on one audience if I find it possible to write for two.
Well, I read this awesome post early this morning, but didn’t get around to commenting until now. I had all of these things to say, and miss Erica took the words right out of my mouth. Well done, friend! So, I’ll just stand here and applaud and say “ditto that!”
You and @soulati:disqus are both right – although our colleagues may not be our primary audience, without them, our blogs would be lifeless. I think those that we’re writing for are definitely not the folks that comment. And, while they MAY tweet or like or plus a post, chances are, they’re not the ones to do that either….and that’s okay.
Thanks for the shout out, Jayme! Great post, wonderful topic, and as always, an awesome discussion here!
You’re more than welcome!
This is such a great question, and one I ask every day for Spin Sucks as I think about a) what I will write about and b) as I screen and work with guest bloggers to help them identify their topics. We have guest blog blog guidelines and it’s a working document. I edit the guidelines almost every week as new thoughts and lessons surface. The bottom line is, we have a mission. Our mission is to change the perception of the PR industry.
I think if we can all identify the mission for our blog, each post will find a home in it somewhere. Easy for me to say – I have all but abandoned my personal blog as I try to figure out what that mission should be!! sigh.
That’s valid…knowing your mission! I think mission is different than blogging goals, too. As is audience. When it all comes together it’s communications strategy — putting this all to paper and tweaking as you grow. I love that Spin Sucks can define its mission with such clarity. That drives your message all the time.
I bet you $ that most of us blogging let the current capture us, and off we go to ebb and flow. Thanks for coming!
Hey, you’ve never worked with me…………..the only real difference between a guest and trespasser is just a legal definition………..I mean, who’s splitting hairs?
For me, I’m writing for multiple audiences. I’m like @lauraclick:twitter and @47d58be98d1441a276245024c9457dbf:disqus in that my focus is small business, but I do get a fair share of my peers in the business. I’m ok with that. All in all it builds traffic, gets my name out there, and it builds my reputation among those who might consider hiring me. In this particular field, we get a combination of peers and potential customers, though I think more of the comments come from peers. If I wanted to get more small business folks on here, I’m not sure my content would be any difference.
Good to know about the content not changing for you, Ken. I’ve read your blog a bit, and I would agree — you write with some good in-depth counsel and tips, and I like you analytical approach to what you do, too. One never knows when new business is coming or from where; I’d suggest to us all we do need to impress our peers with our expertise — often they are the ones to give us a referral or hire us as part of an extended team.
Hahaha, I was reading this and suddenly found myself getting jabbed Jayme. I love that 🙂 And the moment standard wordpress comments get the ‘like’ button then yes, I’m going to be on top of the world. 😉 And trust me, I’ve looked!!
I appreciate your progression as a blogger and where you started to where you are now. It’s cool, it’s real, and that’s what I love to read about—real stuff, not pretty ideas.
As for me, heck yes, I’m blogging to brand myself. I want to be known as a guy who makes readers feel like ‘Hey, I understand EXACTLY what he’s saying….and I can do it myself!!’ My biggest focuses are as follows:
1. Speak to large groups and companies about inbound marketing/sales…and make lots of money
2. Consult with large companies about inbound marketing/sales….and make lots of money
3. Do 1 on 1 coaching about inbound marketing/sales….and make good money but focus more on the individual benefits of helping another.
4. Help other bloggers with free advice as much as possible…..and form incredible friendships that are built to last….not looking for a penny with these, but boy do they feel awesome.
I want to be a Lion, and Mentor, and Thought Leader, A Husband, A Father…..and an Example to those I come in contact with.
That’s me.
Marcus
Hah, hah, Marcus! I snuck (is that not a word; am getting the red under squiggly?) that in and had no idea you’d come visit! I’m laughing, Man! Your goals are wonderfully defined; love that. All of us here can take a tip or two from that; thanks so much for sharing your insights here! Heh.
Jayme… this is the kind of focus I’m talking about! Lion focus! 🙂
G’Day Jayme,
Thanks for your generous support. Before I moved my business online three years ago, i did much the same thing online. One of the most important things I learnt was this. Marketing isn’t every thing but everything is marketing. You may be writing a very specific blog about a very specific subject to a very specific group. Or your blog may be a totally self indulgent, egotistical, clutter of psychobabble.
Either way, you will never get the readership you so fervently desire unless you target your writing. In my offline days, there was a major Australian multinational that always bought multiple copies of my packages. But I never spent a cent marketing to them.
Some of your readers may say, “But I’m not marketing anything.” To them I say, “Like bloody hell you’re not!” Even if all you’re doing is trying to prove to the world that you’re a kind, sensitive soul committed to self sacrifice for the good of humankind, you’re marketing. If you want to be successful, learn the basics.
I trust that what I’ve said is sufficiently curmudgeonly; and consistent with my marketing position.
Make sure you have fun.
Regards
Leon
Dear Leon,
I love you. That. Is. All.
Jayme
Geez Jayme, first of all, thanks so much for the shout out! For some reason, your link didn’t ping on my blog. @47d58be98d1441a276245024c9457dbf:disqus just wrote about social media fatigue — I have technical difficulty fatigue. 🙂
As mentioned in my comment to Jenn’s piece, I spent the weekend woodshedding the direction and focus of the blog. The past six months have been a journey of discovery as far as blogging goes. I’ve learned about not only where my voice might be able to support business objectives but also where opportunities might exist. The end result is going to be more focus and less detours into things I’m interested in but that are not on topic. I imagine this could negatively impact my engagement levels, but hopefully, it will bring more targeted visitors over the long term. I’m hoping to define the direction further this week, and fortunately, some awesome blog buddies said they are willing to give some thoughts!
One conclusion I came to this weekend… Like you, my circle is heavily dominated by marketing/PR/social media folks (oh yeah, like you!) –so hopefully, I can talk about some of the stuff that is off topic for my blog (like Klout) by guest posting once in awhile.
Is that a nudge, hint, invite? I do believe I read between the lines and yes, please do! Guest post here any time! All the time; make it your second home! Good for you re the overhaul and inviting peeps to help you. I think you may/perhaps get something out of tomorrow’s post…And, I’m hoping you’ll come back as you’ll have much to share!
Hah! I really wasn’t nudging, but since you took it that way… 🙂 I really appreciate the offer. I’ll reach out to you soon. Heading to new post now.
Are you blogging to brand yourself?Yes I am.Do you want to expand your service offering?Yes I do.Do you need clients to see you in action?Yes again.Or, are you needing to grow as an individual and earn confidence while writing a ton…No I don’t, but I want to grow at blogging.
Hello Jayme top notch post as usual. I’ve been at this for only a few months so I am always learning. Lots of good comments here. I like what Marcus said, and I concur with all of it.
Billy
P.S. I cannot pass without mentioning BillD. 🙂 Hello Bill!
Hey, Billy, let me pull you in on a secret…Bill D needs no more encouragement to enlarge his ego…other than that, wonderful to see you, and thank you!
May I just please say thank you to this community? Love you all dearly. You make me smile.
Smilin’ and luvin’ right back at’cha Jayme:)
Not sure how I missed this, but I am here now. You are correct about my writing for myself first and others later. The reason that I have lasted as long as I have is because I love this. I love to write. I love meeting new people and learning new things. Blogging rarely feels like work to me so it makes it easy to do.
And part of that is because I haven’t locked myself into a niche. I can always find something I am passionate about and if you don’t have passion this can be a rough business.
Hey, The Jack…glad you caught up to this; you inspired much of its creation with your strong consistency to your blog and topics. That said, I saw your comment over @ericamallison today about people commenting by you and you don’t keep score…because of your writing that is so very personal at times, I have to say that others might be less than inclined to comment…what can one say when you’ve said it so eloquently and poetic? I for one feel my comments wouldn’t necessarily be helpful or supportive; thus, I lurk more than I comment. Does this make sense? I’m not trying to be offensive; just offering a real perspective. I subscribe and get your writings in my email box; I know what you’re writing about always.
@soulati:disqus I am sure that some people don’t comment because they feel uncertain about what to say or that it has already been said. I don’t think what you said is offensive at all. There are things that I could do to try and engage more- I could ask more questions of the reader and push harder to get them to participate.
I know from my stats that there are more people reading than commenting and I am ok with that. I build my community around me and appreciate all who read, even if they don’t comment.
First off: root canals suck. I’m late to the party (many parties, for that matter), as I’m now just in recovery mode from emergency re-surgery, so I’m wondering if my writing here and elsewhere in the next few days will reflect my “mood”. We shall see:)
Thanks for the tip of the hat, Jayme. I see you’ve indicated that my blog provides coaching content and support, and that’s good feedback for me because, although that is certainly a key component of what I do, who I am and how I function in this world, I can also see that my branding is not complete. But step 1 of my strategy has been accomplished: to cease self-editing. I now write with fluidity, I do not question every word I write, and by the feedback I receive, I know that people resonate with my writing, and feel both supported and challenged.
The next step is to say yes, yes, and yes to your first three questions. For some reason, I’ve found myself immersed in the PR world, which is fabulous: I love the camaraderie, but I now realize that I must expand beyond this niche and get to my target market: SMEs. So I will be making a gentle shift in the direction of those individuals, while not relinquishing (I hope) the fabulous connections I have made as a result of targetting step 1.
For lack of a better term, I am a business/life coach, and I need to be able to convey online what I’ve effectively conveyed offline for over 28 years. I have resisted “packaging” my services, because I’m not a taxi cab…I don’t charge by the hour…and what people pay for is value, support, accountability, wisdom and perspective. I’ve obviously not done a good job online conveying that.
So Yes to Branding, Yes to service offerings (not expanding, but capitalizing upon those which I do offer) and Yes to getting to my target market/potential clients more effectively.
And if none of this makes sense, blame it on the root canal:) Cheers! Kaarina
Heh. You make more sense than most of us, Kaarina! I’m terribly sorry to hear you had to get back to oral surgeon; that sucks. I’m amazed you’re able to be so clear with a throbbing tooth.
Sorry to have mislabeled you here; and didn’t mean to send you off onto a branding journey as a result!
Great post at your house today! Thanks for coming back to share where you’ve been; was just wondering that this morning (hadn’t seen you around).
Actually, it really wasn’t a mis-labelling at all, Jayme. I’m just trying to express more clearly online what I do, because when I’m asked in person what I “do”, I say “what do you need done? Because if I can’t help you, I’m sure I can find someone who can.” Now I’m not talking dental surgery here, haha…but I am talking about business owners who want to become the best they can be, both in business and in life…and aren’t they really one continuum?
So if I say “business coach”, a certain picture pops up…and if I say “life coach”, another. I’m a hybrid of the two, based on my Olympic athletic coaching experience. So you just prodded me to think more about my branding, and getting out there as effectively as possible to my potential clients, associates, friends and contacts.
Thanks for the comment on my blog post today, both here and on my blog…I appreciate it, especially on a day when the pain’s gotten the better of me. Cheers! Kaarina