Cara Hogan
Content Strategist

Blog

Turn Blog Readers Into Brand Superfans

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How do you turn an occasional blog reader into a superfan of your company?

It's simple: treat them like a friend. 

I don't mean that you should ask them to hang out on the weekends. But rather, you should treat your potential customers with as much care and respect as you would show a good friend.

You wouldn't spam a good friend with emails about your newest blog post every day. You wouldn't ask a friend to like every single post you put up on social media. And you certainly wouldn't pop up constantly, asking your friends to "opt in" in order to talk to you more. 

These same rules apply to your business' target audience. Instead of harassing your prospects with constant asks, you should be kind to them, offer them helpful information, and be there when and if they need you.

If you treat your blog readers well, they'll return the favor. In fact, by following the right steps, you can create content that will turn lukewarm prospects into a brand superfans.

Learn About Their Interests

You can't write great content that your audience will love if you don't first understand what they enjoy. Before you start writing, you should spend some time getting to know your current or prospective customers. For example, if you're writing for an audience of software developers, you should know that they appreciate a combination of deep technical knowledge and the right amount of humor. (Just ask any developer how much they love memes!) If your target audience is designers, your blog better be impeccably designed, in addition to having relevant content about cutting edge design.

Whoever your audience is, you have to first talk to them, understand them, and know what they care about most. If you don't, your content is doomed to languish unread, unappreciated, and unclicked. But if you take the time to get to know them, your readers will respond by raving about your content and sharing it with friends and coworkers alike. 

Be Honest and Helpful

A lot of businesses make the mistake of underestimating their audience and thinking they can get away with obvious or heavy-handed marketing tactics. When it comes to content, your readers can tell when you're being genuinely helpful, and they know immediately when you're trying too hard to sell your product. 

Instead of selling, your content should be genuinely honest and helpful to readers, offering advice and interesting industry information they can't get elsewhere. Your content shouldn't be a sales pitch -- save that for the sales collateral. Once readers have decided they're ready to consider buying, they'll indicate their interest and ask to engage with sales. Then, and only then is it time to sell. But until that day, you want to keep your content relevant, interesting, and engaging to your audience, without any mention of your own product at all. 

Always Be There for Them

Everything you've read about content marketing probably offers the same advice: be consistent with your publishing schedule. But does that really matter? Actually, it does. It's not just a suggested tactic for marketing effectively -- it's the only way to build trust and rapport with your audience. 

Whatever editorial calendar you commit to, you have to commit 100%. If you decide to publish 2 posts a week, you have to publish 2 blogs a week from now until eternity. You can always ramp up your production, but you really shouldn't wind down. Your most engaged and valuable readers will eventually come to rely on your schedule, looking forward to your newest post every Tuesday and Thursday. If you let them down, they won't forget it. You'll no longer be someone they rely on for honest and interesting information -- you'll just be another company that doesn't keep promises.

It might seem melodramatic, but there are a million ways to lose potential customers, and only a few ways to keep them. Content is key to drawing in and engaging new prospects, but only if you do it well. If you want to keep your audience coming back for more, you have to offer them something they're interested in, something they trust, and something they can count on. Only then, will they become your fans. 

Ready to turn your readers into superfans? I can help. 

Cara Hogan