Blog Topics to Engage Your Target Audience

Blog Topics to Engage Your Target Audience

Customers like to get to know the companies they buy from — and the people behind them. Fortunately, your company blog is a great vehicle for not only introducing your company and people, but also keeping the public apprised of all the good things you’re doing, from launching new products or services to supporting the communities you serve.

If you want to get the most from your blog, it’s important to keep a steady stream of content flowing. Fresh content engages your target audience and has the potential to improve search engine optimization (SEO) for your website. Posting new, relevant blog content that includes text, photos and/or video can earn your business more views as search engines pick up on the dynamic nature of your site.

Of course, coming up with new ideas for your blog week after week can become challenging. Here are some ideas to get you started or add to your running topic list.

About your business

Describe why and how you started the company. Share your passion and purpose with the public to help them get to know you and understand why you do what you do. Did you grow up in the business and love it so much you want to continue being part of it? Did you recognize a need for your products or services that other companies just weren’t fulfilling? Use text, photos, video — whatever helps you tell your story in the most compelling way.

Celebrate what your employees do in the communities you serve. Highlighting the charitable work you and your team do through food drives, days of service, community event participation and other nonprofit initiatives is beneficial in several ways. It improves awareness for the nonprofits you believe in, gives your employees an opportunity to shine, and helps you demonstrate your company’s genuine commitment to making the world a better place. That can be important not only when people are looking to buy from you but also when they’re looking for a great place to work.

Explain what differentiates your business. You know what your competitive strengths are; your blog is an ideal channel for sharing that insight with the world. Don’t make it a brag session, though. Think about how to make your point in an interesting way — for example, “To us, it’s not just about delivering amazing products; it’s about anticipating the next hot trend and offering our customers early access. Here’s how we research, brainstorm and bring products to market.”

Answer the questions you hear again and again. The Frequently Asked Questions (FAQ) page of your website is a great place to find blog topic ideas. Use one of those questions as a starting point for a more in-depth blog response. You’ll engage others who have wondered the same, or who never thought to ask but are nonetheless interested in the answer. For instance, readers might enjoy reading your answer to the question, “What’s the inspiration behind your Limited Edition Cookie of the Month flavors?”

About your products or services

Demonstrate how your products are made. There’s a reason the TV show “How It’s Made” aired for 18 years: People are curious! If you manufacture or market products, give your established and prospective customers a behind-the-scenes look at the process. Video may help you tell this story best, but you could also create a compelling narrative using text and photos. Focus on the quality of components or ingredients used to make the products, and be sure to emphasize your stringent quality controls.

Announce new product or service launches. Your blog can be used to publicize a new product, service or feature that’s coming, or has recently come, to market. Share the rationale for the new or improved offering, the problems it can solve for customers, and how and where they can buy it.

About your customers

Share case studies. Do challenge–solution pieces people can relate to. How did you solve a problem or fulfill a need for a customer who shared their story with you? What were the performance highlights of your product or service in that particular situation? Case studies help potential customers understand how you can help them overcome challenges and when they should come to you for support. If you want to use a client’s name or testimonial in your blog, be sure to get a signed release from them giving you the authority to do so.

About your industry

Showcase insights into industry matters. If you run a business-to-business company, share your (or your team members’) knowledge, expertise and perspectives on industry issues — labor challenges or supply chain woes, for instance — and opportunities. Establishing yourself or members of your team as authoritative voices in the industry can go a long way in earning client trust.

Offer tutorials, guides and checklists that relate to your industry. Similarly, you can share expertise that touches on the products or services you sell without giving away the store. For example, if you offer accounting services, you might write a blog titled “7 Ways to Prepare for Tax Season.” If you sell home maintenance tools, consider blogging about how to make common repairs. Sharing helpful advice that demonstrates your genuine interest in the reader’s well-being can help you build trust and become their top-of-mind resource.

Provide industry roundups. What is your target audience most interested in — technology? exercise and wellness? business management? Give them a blog that will be fun to read. “2024 Weird Gadgets Roundup,” “Top 10 Nutrition Podcasts: Our Dietitian’s Picks” or “TED Talks You Shouldn’t Miss” can bring traffic and goodwill to your website.

As you continue to brainstorm ideas for your blog, be sure to include all members of your team. You never know where the next intriguing topic will come from, plus you’ll build camaraderie and boost employee morale as you tell your company’s ongoing story from every vantage point.

This article is for general information purposes only and is not intended to provide legal, tax, accounting or financial advice. Any reliance on the information herein is solely and exclusively at your own risk and you are urged to do your own independent research. To the extent information herein references an outside resource or Internet site, Dollar Bank is not responsible for information, products or services obtained from outside sources and Dollar Bank will not be liable for any damages that may result from your access to outside resources. As always, please consult your own counsel, accountant, or other advisor regarding your specific situation.