Now’s the time to ask: who am I writing for? Ask yourself what motivates them, what their pain points are, and how you can help them. Determine the specific action you want them to take before they leave the website.
Many businesses have multiple goals for their website visitors, dependent on where the visitors are in the sales funnel. They may want to capture email addresses from browsing visitors and increase sales conversions from visitors ready to make a purchase.
If you’re a business with multiple website goals, plan blog content with different themes that appeals to the 3 main types of website visitors:
- Top funnel visitors are searching for information about general trends in your industry.
- Middle funnel visitors are conducting research around the specific product or service you offer.
- Bottom funnel visitors are shopping for the product or service you’re offering.
So, for example, if you’re an online fashion retailer that sells yoga leggings, your blog content themes might look like this:
- A top funnel article about “The Activewear Fashion Trends You’ll See Everywhere This Spring.”
- A middle funnel article about “How to Care for Your Favorite Pair of Yoga Leggings.”
- A bottom funnel article about “The 5 Things to Look for When Shopping for Yoga Leggings.”