Addressing Your Target Audience
At a recent blogging training workshop I revealed that I have several recruitment agency clients and one student asked whether this ever caused a conflict of interest. Fortunately the answer is no, each of my clients has their own niche and are not competitors in any way: I can’t imagine that an engineering recruitment agency and a digital recruitment agency are ever going to be competing for the same candidates and clients!
However, I conceded that it would be easy to provide both of these clients with similar generic content – CV advice isn’t going to differ dramatically from one sector to another. Naturally, this is not something I would ever do, content is always written with a specific client in mind and this is what makes it successful. Whatever your sector, the issue of generic content can be a problem: there’s plenty of generic advice, tips and insights about your core business floating around the Internet. So how do you make it different?
Blog For Your Target Audience
I think remembering your target audience is an essential tip for anyone writing their own blog content, however generic some of your posts might be. Instead of providing your target audience with another version on a theme, sharing much the same content as countless other posts on the subject, write that post with your target audience in mind.
In the case of a post sharing CV tips I would go the extra mile and really consider what your target audience need from a post like this. Although much of your advice may work across different sectors, to make your post stand out from the crowd tailor it to your readers and really connect with them. Therefore I would talk about the CV in terms of the specific roles the recruitment agency handle, and once you think in these terms you may find that there are unique challenges in creating a CV for that particular sector.
Writing Generic Content For Your Target Audience
I’m sure you can already see the benefits of tailoring generic content to your specific audience, but just to reiterate:
Speak their language: if your sector uses specific terminology or jargon, use it too and readers will know they’ve come to the right place. However, you need to know exactly who your target audience is to do this. Jargon heavy blog posts might alienate some readers, perhaps if they are new to your sector, so be aware of exactly who you’re targeting.
Identify their challenges: by talking about the challenges your readers have, specifically those unique to their sector or role, your audience will know that your advice is tailored for them. For example, I write content about business development for one client, their target audience is specifically local micro and small businesses. The challenges these businesses face are different to those faced by large multi-nationals and therefore blog posts address these, even when the advice offered can sometimes be applied to all types of companies.
Use appropriate imagery: returning to the CV example the image you use to illustrate your post is another visual clue as to whether the content is appropriate for your target audience. A corporate looking business image is not going to work for a digital agency client.
Address their aspirations: another point where you really need to know your target audience and ideal customer. For those B2C businesses, particularly retailers, it is vital to understand the motivations and aspirations of your ideal customers. With this information you can really ensure that any generic advice, tips or insights offered really resonates with them.
Share your experience: although your subject matter may be fairly generic your own experience of it is unique to you. By sharing personal and professional insights your content becomes much more relevant to your target audience. If you want more B2B clients, use examples that are relevant to this group. If you want to attract more wealthy customers, talk about your experience of working with this group, you might even sneak in the odd name drop!
SEO benefits: by tweaking your generic content to your target audience you will naturally start to use keywords and phrases that those readers might also be using. For example a blog post about business strategy targeted at local businesses will use ‘local’ and related words throughout. Many online users are searching for very specific information and will try to refine the results from SERPs with specific keywords – do some keyword research!
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