Creative, technical and cultural marketing communications blog - by Karen Andrews, marketing translator, transcreator, content marketing strategist, writer and editor.
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Wednesday, 21 January 2015
Hitting your target audience with blogging
In this third blog on
target audiences, I move on from the National Gallery documentary to my own
blog. Marketing is not an exact science. There are constant adjustments.
Sometimes you hit your target audience. Sometimes you miss. Sometimes you hit
an unexpected target. I will share what I have learnt from my own blog targets.
I wrote my first blog back
in 2012. I came from the conservative marketing world of financial services. The
reaction to my first blog was
unexpected. My perspective was still very much that of a client on translation. That first
blog went "viral" on Proz.com. Success or failure?
Other early blogs drew
vocal reactions. They were not generally my targets at all. Over time I have
developed my style and tone. Adverse comments can make you think that you have
got something seriously wrong. To the outside world, it may appear that
blogging is risky. However, I have now learnt that if
something feels 100% comfortable and safe, it won't have many readers.
Checking my blog, Google+
or Twitter analytics is like looking under the bonnet of a car. I can see which
subjects gain a bigger readership, on which devices and in which countries. Initially,
a post receives some adverse comment perhaps. The uproar is visible. But analytics show that my blog has a much larger, quiet readership.
Blog content often seems
to reach a wider audience than even analytics reveal. Other translators
refer to my blogs at events. I hear my own written words quoted quietly and
indirectly. Some disagree. Some agree to disagree. But many more seem to quietly
agree. Translators are not my target audience, but they do sometimes give referrals.
When I started my blog, my
target audience was direct clients. My actual clients and prospects have turned
out to be direct clients (private individuals, freelance translators and companies), translation,
transcreation and content management agencies. Blogging hasn't brought this
about in isolation. My strategy has evolved. I have tested out different content
to reach my varied target audiences.
It's a bit like ten pin
bowling. Some blogs end up in the gulley. Others hit the buffers and bounce
back in. Sometimes you hit the outer pins only. Over-adjust and you hit the
pins on the opposite side. Sometimes it takes two blogs to hit all the pins.And then, just when you think the ball is
rolling off to the side, you get a strike.
Whatever... I enjoy
writing and building up a portfolio of work. It's a hit.
What are your views on
Karen Andrews runs Anglicity Ltd. She is an entrepreneurial French to English translator, editor, content writer and marketing consultant.
Contact: firstname.lastname@example.org for further information on Anglicity's services.