Shakespeare - Just who were you supposed to be writing for...
Last Friday, (22nd April), saw the 400th anniversary of the death of The Bard, William Shakespeare, the incredibly famous play-write.
We were going to write an article about how Shakespeare was great at writing for multiple personas. However we then came across Emily Nixʼs 2014 post entitled ʻShakespeareʼs Guide to Content Marketing for Multiple Personasʼ, and it is a great read. So we thought we would focus on other questions we get asked:
'Why are personas important?' and 'Why do you need them?'
How do personas drive good traffic?
One of the main reasons to blog for your business is to drive relevant traffic to your website. Every time you write a blog post, itʼs one more page that can be indexed on your website (meaning your site shows up as current in search engines and drives traffic to your website in organic search). All this helps get you the customers you want right? Not necessarily. When blogging you have to know who your audience is and how their mind works. The best way to do this is to sit down and complete one of our persona forms. This focusses your attention on who exactly your typical clients are, so you write content that matches their search query and then attract the right customers to your site.
By writing good quality blogs aimed at your clients, search traffic will increase.
For example, if you are a wedding photographer, and you write a blog post detailing the ins and outs on how a digital camera works, you are more likely to attract the budding photographer than couples looking for the perfect photographer. Show them a real wedding, focus on suppliers you have used or a styled shoot and you have them hooked. If, however, you are writing a media blog about the advances in cornea and cataract surgery and current treatments for Keratoconus, writing about the latest range of glasses from Specsavers probably isnʼt going to cut it. Think about your style of writing too. Is it jokey and friendly, or factual and serious. Whatever your blog needs, keep to this style as it will define your audience for the future. Itʼs ʻhorses for coursesʼ as they say.
Shakespeare used several tricks to get and hold his audienceʼs attention. Granted, he didnʼt have the internet to contend with, where peopleʼs attention can be won or lost in a fraction of a second, but he did have a wide range of social classes whoʼs attention he had to hold. One way to hook his audience was to not have his main characters on stage at the start of the play, but were introduced later on (due to the fact that it was usually so noisy in the play houses that the opening 5 minutes were usually lost). Another was how the main action of the play was interspersed throughout the show with ʻfoolsʼ, making jokes or clowning around onstage. This meant that even during a very long play, there would be something that appealed to all social classes from the Groundlings (the audience who paid one penny and stood in ʻthe yardʼ), through to Royalty.
Weʼre not saying you need to suddenly bring on the court jesters in order to hook your audience, just know who your audience is and write content aimed at them. Another top tip when writing is to not continually ʻsell, sell, sellʼ. People get scared of clicking on a blog link if it means they are bombarded with ʻbuy meʼ posts. Yes, direct people to your website, and if you are writing about a specific item you are wanting to sell on your site, a direct link to that page, however be subtle about it. ʻDid you know itʼs the 400 year anniversary of William Shakespeareʼs death on Friday??? Why not commemorate this with our fabulous range of Shakespeare inspired tea towels, etc, etc, etcʼ. Itʼs topical, subtle and direct. Invite guest bloggers to come and write for you. Let them talk about their business (as long as there is synergy, and itʼs not a direct competition), and you have instantly doubled your audience.
So, To blog or not to blog???
Definitely blog, but with the right personas or audience in mind and donʼt forget, "All the world's a stage, and all the men and women merely players”. Your stage, Your players, and Your prospective clients.
If you are completely baffled by writing blog posts and "it was [all] Greek to me", give Mediaholix a call. “As good luck would have it", our dedicated Media Team are here to put the persona (s) into your inbound campaign.