4 Ways a Business Blog Can Grow Your Target Audience

By: David Tile| VP of Operations @ Article-Writing.co
Posted On: February 18, 2016
You’ve been told time and time again that your business needs a blog. Want proof? Forbes talked about this in 2012, and that’s just the earliest example on the first page of a Google search. The takeaway is you should already be taking advantage of professional blog writing services. If you did, you’d be reaping the rewards already.

…but you don’t have a blog yet. Why? Maybe it’s because you don’t want to take the time to maintain it. The answer to that is simple – we’ll help you with that, no problem. As professional blog writing services, we’ll also help you come up with topics and make sure you content is SEO safe, so you can’t use those as excuses either.

Is the reason that you don’t think it will do any good? If someone told you that, it’s simply not true. There are a million reasons a business blog can help your site and business out, but one of the biggest takeaways is that it can help grow the audience pool you get to pull from.


1. Blogs help you reach previously unreachable customers.


Say you’re a small business owner who deals in selling clothing. You make and design nice shirts, but you’re in a very saturated market. You need to find a way to get people onto your blog and keep them there.


Before releasing blog content, your store’s listing in search results could be easily skipped over because there’s a lot to choose from and your link might not be the lucky one picked. If you put out blog content, though, someone can find useful information and then check out your store. Customers you wouldn’t have gotten the attention of otherwise have now visited your store.


This is just an example, too. This same system can apply to any market.


2. Blogs make you sharable.

It’s likely that your website itself isn’t going to be shared much, and that’s okay. The current Internet climate is very viral-focused – people want info, they want it fast, and they want to be the person to show it to their friends.


Your info and product pages might get a lot of traffic, but that’s likely from people who are specifically looking for your service. In order to grow your business audience, posting blogs leads to sharability. If you post a blog that people connect with, they’ll share it. This will bring new people to your site, and some are likely to poke through your site and become a customer.


3. Blogs expand your purpose.


Your blog should relate to your main purpose as a business, but reaching outside of your specific purpose can bring in a bigger audience. For example, your business focuses on website design. Your blog can talk about website design, but it can also talk about how to make a website dynamic, tips for using social media to bring people to your site, and how to use basic HTML codes to liven up your landing page. Link to sites like Instapage and give people resources for their sites.


Using Instapage in tandem with a content service provider can give your site the dynamic punch it needs.


Using a content service provider can be a great ally in this case. If you talk to an article creation service, they can help you come up with related titles while still bringing the main focus back to your business. The main reason for this is that if you only blog about one topic, you limit your audience. Talking about related topics can deepen this pool.


4. Blogs make you look more professional…and human.


Your business being sharable isn’t just about how many people retweet your Twitter statuses. A business is sharable when a customer identifies with it and shares this with others. Becoming a business that people can identify with means:


  • Being professional
  • Being human


Blogs accomplish both of these things, especially ones generated by professional blog writing services. A blog that shows off information and topics related to your business is smart and customer-conscious. It also gives a business a voice – something that was hard to pull off before business blogging became a phenomenon.


Talk to your content service provider about crafting a tone for your business that also accomplishes both of these things. The tone of your blogs should be informative, but not so jargon-laced that it sails over the head of the laymen.

The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business. 

Seems easy, right? 

Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay! 

Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action. 

As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals. 

Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content. 

Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:

  • Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet. 
  • Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform. 
  • Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
  • Find where your current and potential audience is active online.  Catch their attention by being active and sharing your content marketing materials on these platforms.
  • Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve. 
  • Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience. 


Case Study: How Strategic Content Marketing Can Broaden Your Audience

In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.

Dr. Desai’s COVID PreCheck App Content Marketing

For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread. 

Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes

By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope. 

Ready to Invest In Your Article-Writing.co Thought Leadership Package? 

At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package

Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.