There are many writers who put finger to keyboard before thinking about who they are trying to reach. Before you draft your copy, ask yourself who your primary and secondary audience is and how you plan on engaging your audience.
For example, say you are a graphic design company and are looking to write a blog about color palettes. Your primary audience might be existing clients. However, your secondary audience might be business owners, wedding planners, or anyone who might need your services in the future.
Your audience deserves the world, so write your copy with them in mind.
Write your copy so that it is both accessible and interesting to your audience.
Answer the questions below to understand how the copy on your site is directly influenced by your core audience:
What kind of questions might these groups ask about a particular topic?
Where are they the most active online?
What kind of information do they need?
Additionally, begin to think about how your audience will be discovering your content.
Is it through social media outreach?
Links from other websites?
Or, most applicable to current digital engagement: search engine results?
Make sure that your copy is not only well-written but also optimized for search engines.
You should be evaluating each of these avenues to see which would most likely drive interest from your target audience to your website. Therefore, make sure that your copy is not only well-written but also optimized for search engines. This is incredibly important in 2019.
Referring back to our Blogging Style Guide, think about what search terms your audience would most likely type into Google. Then, find a way to cohesively integrate those terms into your post's headlines and sub-headers to make your content actionable, findable, and shareable.
Your audience will typically visit your website with a specific task in mind. Crafting user-friendly content should be your top priority. If your audience visits your page and is unable to find a solution to that task, they'll leave.
Chunk your content into manageable sections that can be easily scanned and digested by your audience.
Make sure to use bullets, numbered lists, clear headlines, subheads, whitespace, and multimedia inserts. Additionally, aim to front-load the content that is most important to your audience, followed by additional details. This strategy is derived from the "inverted pyramid" model that journalists have been using for years to convey streamlined stories.
Establish a voice and tone that your audience will come to resonate with.
Lastly, don't be afraid to let your personality shine through your words. Establish a voice and tone that your audience will come to resonate with and be motivated to re-visit and re-engage with.
Engaging with your audience comes in many different formats. Not only should you focus your writing efforts with their specific goals in mind, but you should strategically structure your content and ensure that it is optimized for search engines. It’s a pity to have great content that no one can find, simply due to the fact it’s not optimized properly.
Struggling to understand what this all means? We can help your design/creative company develop an effective SEO strategy unique to your audience. Let’s collaborate!