This is a new blog and I really want to set the tone for complete honesty right from the start. I was reading a blog post the other day written by an individual whom I admire and have the utmost level of respect for.
I read the post twice, and not because it was a literary masterpiece. On the contrary, I was absolutely appalled by the ineptitude with which he handled the topic and stunned at the total lack of connection the piece had with his target audience. What was he thinking?
Unfortunately, having spent the last year working in the financial services industry (chuckle if you like, it pays well), I have seen more than my fair share of content written by well-educated men and women who don’t have a clue how to “reach” an audience. In most cases, they ignore their readers and write as if they’re speaking to peers instead of clients.
I won’t embarrass my friend by outing him here, but since he knows who I’m talking about, I need to say, “Dude, you’re smart, you’re good at what you do, and your blog content is terrible.” Please let me help you make it better. Or at the very least, take these suggestions:
1) When you write to an audience, write to that audience, not to make yourself sound good to colleagues. Your clients don’t have the same knowledge you do.You’re better off “dumbing it down” a little and capturing more readers.
2) Focus your post on one or two issues only. Make it shorter rather than long and confusing. If you do quick posts you can do more per week and have a better engagement level from your client base.
3) Stop using keyword anchor text. Google has that tactic blacklisted as a “link strategy”. The only link that matters in your blog post is the one in the “Contact Me” section, which should be in the sidebar.
4) Encourage comments, but don’t fish for them. A good post stands on its own. It doesn’t need a leading question at the end to bring in an audience participation conclusion.
5) Hire a writer. You are very good at what you do, but writing is not it. It doesn’t have to be me, but it should be someone. Please step away from the keyboard and let the professionals take over.