Writing to your target audience: Relax.
We get consumed with analytics and marketing, but we all want to scroll on Google, right? I have a key. Let’s write what we’re supposed to write about when it comes to our jobs. It’s very possible that you have become consumed with search engine optimization (SEO) and the like, but the key to great content is feeling comfortable.
In this age we have become consumed with what works, not what’s right. I don’t have a bulleted list for you to follow, nor a formula. I have what has worked for me: writing about what you love and adapting that to the market you are working with. When you have someone that gives you the green-light, you feel overwhelmed. There’s no need for that if you are a good content producer. It goes back to what you probably heard growing up: ‘Do what you are passionate about. Don’t do what makes you money.’ Well I’m here to tell you that you can do both! We are marketing ourselves-and if you are reading this blog-you want some advice about writing AND making money. You can do and make both.
I recently had someone ask me how to write about certain industries. My response was, ‘Write in your voice. Research your industry. Talk about that industry with your knowledge.’ What I meant was: You can’t write effectively, scroll on Google and take ownership with your writing if you aren’t being ‘you.’ Now most people think that is antithetical because, well, how can you merge your love for reality TV and, say, financial industries together?
…It’s easy. You don’t have to know the market to write killer content. You have to play to your strengths. As an author I was scared of taking on a market about compliance and executive search firms, but I’m up for any challenge. I approached it with the idea that I would talk about ‘relationships’ and job-searching. Those two go hand-in-hand. You network, and you will probably find a job. I wrote about that earlier. At the end of the day, you take ownership of your words. And who knows better about your words than you? That’s why you write about what you love. And if you can adapt it to an audience that follows you, you will be authoritative. Don’t be scared. Crank out that content, fellow scared-of-new-industries writers.