I was explaining how to think about framing blog content as a thought leader to someone the other day and used the following analogy, which, at least in this particular case, proved effective.
Think of being able to have two different speaking opportunities, each one with a different section of your core audience, and each one with different goals. Allow me to elaborate.
Larger sized audience of people with a broader range of interests. Your role is to offer education at a level that many people will be able to find value in it, and most of them will want to hear more about it.
Smaller sized audience of well-informed individuals and decision-makers. Your role here is to demonstrate your leadership in an area directly related to their needs, and to your solution. Your subject matter will be much more focused and in-depth.
Example: You offer a tool that greatly enhances the online fundraising capability for non-profits specifically on Twitter.
- To Audience One you might talk about the role that social media plays in increasing support for your organization and allowing for more opportunities to donate.
- To Audience Two you would talk specifically about the power of Twitter in general, and how that tool can be leveraged to enhance fundraising efforts. [Please note, I'm not discussing whether your language is sales-y or not... it never should be, but that's for another discussion].
Ideally, you have a series of speeches to Audience One, educating large numbers of people enough that you can convert them to a position where they might join Audience Two, and address Audience Two (converts from Audience One along with those who would have already been Audience Two candidates) in a few targeted speeches.
Translation? In general, a blog strategy works pretty well if you have your overall direction be focused on Audience One (most of your posts) and have a few posts strategically placed that target Audience Two.
How do you think of your blog strategy?