“Your peer group are people with similar dreams, goals and worldviews. They are people who will push you in exchange for being pushed, who will raise the bar and tell you the truth.” -Seth Godin
How do you get your customers to identify with you? Wanting to do it is the easy part. Figuring out how to do it can be hard. Creating amazing blog post content takes practice. It also takes knowing what’s practical through practice or learning from other people. It is possible to match your content to their goals and needs and identify with the visitor’s values while still focusing on SEO.
Match your content to their goals and needs
These days, it can be hard to focus on what exactly to write about in the sea of blog posts being published every month. Content Marketing Institute shared a graph that shows that in 2017, most companies are aiming for things like brand awareness, engagement, and lead generation.
However, according to Content Marketing World roundtable discussion on B2C marketing, the one overarching goal that every piece of content should share is creating content for the audience.
In order to provide value for your visitors need to figure out what your visitors want. First, we can find out by previous conversations I’ve had with visitors. What are their frequently asked questions? What are some problems that customers have had in the past that you’ve provided solutions for?
In addition to talking to customers, you can also do customer research. Find out and list personality points about them as groups so you can create demographic personas. For each group persona, you can list their frequently asked questions, their pain points, their challenges, and their values.
How to create a customer persona:
Use Google Docs spreadsheets to create a list like the one above. Use as many demographic columns as user personas you will have.
Create a customer persona to find these things out. You’ll likely have more than one type of website visitor. For this reason, create 2-4 different customer personas. Divide them in whatever way comes to mind most easily.
- a quote they would generally say
- their life goals
- their motivations for seeking out your services
Use these topics to generate keywords. Use the Keyword Tool in Google Adwords to look up which keywords that are similar to your topics. Focus on the keywords that get the most monthly search volume and have a low competition rate.
Focusing on using keyword phrases that are 2-3 words long. Short 1-word keywords will have a higher competition. Longer strings of words can get complicated with SEO penalizations if they’re used too many times.
Once you have your list of keywords, focus on a title for your blog post. The title should include the keyword somewhere in the first few words of the title. The title should also be specific and tell what the article is about.
To provide the most value to your visitors, your blog post should be concise and clear. Does this mean it needs to be dry and uninteresting? Of course not! You should stick on topic and provide as much supporting information to your visitors as they need. You want them to be able to easily apply what you want to teach them to their lives.
Frequently Asked Questions
The FAQs that you can answer in your blog posts should be what they would usually ask you. If you can come up with 3-5 questions per group, that should be enough to give you some great ideas. You can always revisit this list, later on, to add to it.
Marketing is not a department, it’s the story of how you create difference for your customers. -Bernadette Jiwa
The other way to get great blog post topics is to check out your visitors’ values. This is part of the customer persona I mentioned above. A customer’s values can be the unwritten rules by which they live by and which drive their decisions.
A customer’s values can be a regular part of life, generally focus on the way that they feel, physically, emotionally, mentally, and spiritually.
Some examples of customer values may be family, physical health, creativity, leadership, or learning. The more specific you can be about what the value is, the more useful it will be to you. If you look at how it plays out in your customer’s life, the more content topics you’ll be able to identify and create.
With the topics or keywords you’ve gotten from the list you’ve created, you can then do some more keyword research as outlined earlier.
Identifying with your visitor’s values
You’ve defined your visitors’ values are and chosen some topics that you can write about. Next, let them know that you identify with their values. This happens during the writing phase of creating the blog post.
Figuring out what your values are is likely the easy part. Your values may have something to do with your motivation for providing your services and products. What about your niche do you empathize or sympathize with? Let your customers know what you value so they know what to expect.
State it to empathize
To identify with your visitor, first identify and state what their value is. This will help you empathize and help your visitors. They will know that you acknowledge and understand where they’re coming from. This doesn’t have to be much more than a sentence or two.
In general, posts you write for your visitor will be about things you and your customer value. If you’re able to, share that you identify with their value. State what you believe or hold a high opinion of. Describe your worldview. This will help visitors to not only identify but empathize with you.
If you can, you should include a description of how this topic or value played out in your own personal story. Get specific. You can say, “I’ve been there.” Describe your own personal experience with the topic.
Potential customers will know that your content is designed specifically for them if they identify with you. They can do this by identifying with your motivation and the way you speak (or, in this case, write). If a customer shares your values, they will identify with you.
As you can see, if the value you’re looking up has to do with fitness, other topics that will be of interest to many readers are: how to get energized and little-known ways to maintain brain volume with age.
Personal stories also make attractive content.
A call to action
Give visitors direction about what they should do after they read your blog post. Let them know how it will improve their lives and the next step they can take to start making that change. Your information will change their life as well as improve their experience.
Content creation is all about providing value. Give your customers whatever will help them and support your business goals. Let them know that they can take action on it after they’re done reading.