Technical Blogging, 2nd Edition

Identify and Understand Your Readers

Now that your company blog is in place, you’ll likely be wondering what you should blog about. As you probably know by now, the answer is that it depends on your goals. But let’s narrow things down.

Most companies are after new customers, increased sales, retaining customers, increased loyalty, and other traditional marketing purposes. So your main goal is likely to be getting your products in front of as many prospective customers as possible.

With such a customer acquisition goal in mind, you should blog about topics that deeply interest your prospective customers. Answer their pressing questions, clarify their doubts, stimulate their curiosity, inspire them to achieve their full potential and succeed ...