If you want your blog content to draw people into your website, then you have to make it relevant and important to them. You must define that “thing” that answers a question they have, or that solves their problem.

In this blog article, we’ll address creating content that is relevant to your target market.

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Marketing Lessons From TV News

Early in my career I worked in local television news. While I didn’t know it at the time, it was a great experience that taught me some very valuable lessons that I still carry with me today. Most of them came from my news director. He was a man who used a few memorable sayings to emphasize some important points.

No Magic Wand

Here’s one: “There’s no magic wand in TV news.” He was referring to the idea that the work in the newsroom didn’t just happen. You had to go out and ask questions, confirm sources, pay attention to the details and make sure you got them right.

Joe Sixpack

Another saying was, “Localize your story. What does it mean to Joe Sixpack sitting at home?” In other words, he wanted us to tie our news stories to the lives of our viewers and answer the questions, “How does it impact them?” and “Why should they care?”

Put another way, he wanted us to make the story relevant to their lives. This idea of relevance has stayed with me throughout my professional career. It is an important concept when it comes to marketing.

Getting Traffic

One of the main challenges that marketers face today is getting traffic to their business websites. It’s a similar challenge that TV stations face when trying to get viewers to watch a local TV news show.

Blogs Drive Traffic

One of the best ways to get traffic to your site is by blogging. When you search optimize blogs, they can show in the search results. But to get searchers to click on that link, the blog topics must resonate with them. For them to decide they want to read it, they first have to feel some connection with it. The blog topic has to mean something to them.

Does It Matter to Your Target Market?

Just as my former news director asked us, “What does it mean to Joe Sixpack,” we as marketers should ask ourselves, “What does this topic mean to my target market?” Is it something they care about? Does it provide an answer to a problem they need to solve? If you can’t answer these questions clearly, perhaps it’s not the right topic. Or perhaps, you don’t need a blog at all, but some other marketing asset entirely.

So, when creating content for your blog, your topics need to connect in some way to your target audience. If you want people to be attracted to it, click on the link and then read it, the topic needs to be something they care about.

Selling Lawn Mowers

Consider the example of a business that sells lawn mowers. The owner of that business wants to attract more traffic to his website. So, he decides to write blog articles about things that are tangentially related to lawn mowers. The topics include things like lawn care and landscaping tips, helpful information about tasks to do in fall and spring and even lawn mower maintenance tips.

These are all subjects that a homeowner would have questions about at one time or another. Upon arriving at the blog through an online search, the homeowner discovers that this business also sells lawn mowers.

Creating top-of-Mind Awareness

Now we know that not every homeowner who reads these blog articles is in the market for a new lawn mower. But some might be.

Also, this particular business has now made a positive impression with their blogs full of helpful tips. For those website visitors who might need a lawn mower in the future, this business will come to the top of the their minds.

Related Resources

Content: Update It To Be On The First Page

The 7 Secrets to Writing Engaging Content for Your Small Business Blog

SEO Content: Make Your Blogs Rank

Getting Started

Do you need help with your blog topics or blog writing? Call Signal Digital Marketing today at 513-237-5530 and we can schedule a free consultation. Remember, before you create content, ask yourself, “What does it mean to Joe Sixpack?”

Signal Digital Marketing – Send a Stronger Signal to Your Customers.

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