A good friend manages the marketing strategy for British Columbia Rowing, an NGO on the West Coast. For the past couple of months he’s been asking me for advice.
I used to sympathize with Web developers whose friends would constantly ask them to “build me a website.” Now I empathize with them.
He called me a couple of weeks ago. He’d been considering delegating the organization’s blog creation to a volunteer. He wanted to know what he should tell the young man.
I told him to tell the kid to write from his own perspective and about the things he cared about. If this guy was passionate about rowing and genuinely interested in furthering the sport in the region, the readers would respond. I also said I’d be happy to copy edit it.
Whenever I talk about putting personality into your content, remember that I’m referring to your brand personality—not necessarily your own.
1. Making content personal for your reader
A fundamental principle of good content marketing is to write for your reader, but there’s a difference between writing for your target audience and writing for the individuals who make up that target audience.
Let me give you an example: