Recently, a client and I discussed how to make the blog posts we’re creating target their specific audience, not just anyone who could benefit from their services.
We chatted about localization, tone and approach.
This isn’t the first time I’ve had a client ask to make their blog posts (or landing pages, product pages, etc.) reflect them more directly, so they could build a genuine connection with the people who would ultimately walk through their doors or click add to cart on their website.
Today, I’m sharing how to personalize your blog posts, so they speak directly to your brand’s audience and can be differentiated from industry competitors.
- Review Audience Demographics and Client Presence
- Blog Post Personalization: Add These Three Elements to Your Writing
- 1. Weave Geographic References (GEO) and Audience Details Into The Text
- 2. Replace ‘You’ With Roles, Titles and Identities
- 3. Quote Experts, Internal Leaders and Respected Resources
- Personalize Your Marketing Blog Posts
Disclosure: This blog is reader-supported, which means this post contains affiliate links and advertisements. I earn a small commission if you shop through them, which helps fund this website so I can continue to bring you amazing content. Thank you! ~Angela
Review Audience Demographics and Client Presence
As a content marketing writer who focuses on partnerships with marketing departments and marketing agencies, I’m usually supplied with background research and editorial guidelines that clearly explain who we’re creating content for based on market research. This includes typical customer profiles and demographics about the city (or cities) where the company has a presence.
I dive into these details to better understand who I’m drafting content for, and how to best speak to them. For example, one of my clients asked me to write as if I were speaking to a friendly neighbor, who is a parent to young children. The language was casual and addressed common concerns moms and dads experience while raising little ones.
Another client asked me to speak with a professional business tone, but to not use industry jargon or complicated wording. Explain things simply but completely, with common words and actionable tips. Got it!
Blog Post Personalization: Add These Three Elements to Your Writing
Once you understand who you’re creating content for, it’s much simpler to personalize it. Here are three things I do when my assignment brief says to prioritize a specific audience and location.
1. Weave Geographic References (GEO) and Audience Details Into The Text
Years ago, I wrote for a home developer and the gated housing community it was growing. It was easy to share stories about the comfortable amenities in the neighborhoods and fun activities hosted in the community center.
But to really bring the content to life, I didn’t just write about the walking paths with a scenic view, I addressed the local trails and the mountain ranges by name. When I chatted about the many parks for children, we did so by neighborhood/street, and explained the different features in each one (including handicap accessible swings and padded rubber mats under the climbing equipment), versus just saying parks with modern equipment were available in the community. Learn more about GEO.
2. Replace ‘You’ With Roles, Titles and Identities
It’s common to personalize a blog post by swapping out the bland “people tend to…” for “you might like…” language. But, that’s not enough.
To target the people your audience research has dictated as the best possible buyers, you need to address them by their roles, titles and identities. In a lifestyle blog post, this might look like speaking to parents, caregivers or family members—not the all-encompassing ‘you’. For a business article, you might specifically address the upper management that the product will help, or the human resources professionals who will use it daily.
I have a SaaS client who asks for a dedicated section in each content marketing article to specifically call out the job titles and departments of the people for whom their software works best, and how they can implement it into their workday to boost productivity. Now, that’s personalization!
How to Write for Your Audience (When You Don’t Know Who They Are)
3. Quote Experts, Internal Leaders and Respected Resources
Finally, one of the best ways to personalize your blog posts so they stand out from the competition is to weave in expert insight directly from the company’s smart employees. Often, I’m asked to interview C-suite folks to share information about upcoming releases or the key benefits of their current line-up of products or services. This direct-from-the-source’s-brain-to-the-reader’s-eyes approach instantly forms a trusted, personalized connection.
If the brand doesn’t have employees who want to speak publicly on behalf of the company, I usually channel my inner journalist and lean into respected journals or quality resources to share third-party information that reinforces the topic we’re covering.
For example, when writing for healthcare companies, it’s nice to back up wellness claims with stats and research from publicly published, peer-reviewed reports and articles.
Personalize Your Marketing Blog Posts
Personalizing blog posts (and other content online) can make all the difference in targeting, engaging and landing the ideal customer. Make your text relevant to your geographical area, speak to people in the roles they identify with, and share first-person insight from the company directly to boost brand awareness, credibility and targeted leads.
Do you need a reliable writer on your team? I collaborate with marketing and advertising agencies to create content for blog posts, web pages, social media and newsletters. Learn how I can help your clients with their written content needs.
