Tim Matthews says, “Ever pick up a magazine, start flipping through to find something of interest, only to find yourself on the last page without having read anything?

That usually happens to me in waiting room at my doctor’s office, where I strive to find anything of interest in piles of old issue of Psychology Today, Better Homes and Gardens, and Allergic Living. It once struck me that those are magazines that the doctor and his staff read, but not magazines that his patients are interested in reading.

If you don’t want your company blog to be the equivalent of a waiting-room magazine, you need to understand your buyers and what they care about.

So who is your blog for? Customers? Partners? Investors? Ask that question at your company, and I’ll bet you get a range of answers.

In my experience, companies that cannot nail the answer are missing out. Even if you decide the blog is aimed at customers and prospects, if you don’t know who they are—title, responsibilities, concerns—your content will miss the mark“.

How to Create a Blog Persona to Make Your Content Consistently Relevant

MarketingProfs

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