I’m constantly looking at sites for inspiration – and if I like a site, I’ll often check out the designer who created the site.
Recently I liked a cool coding trick and was looking at the designer’s site.
Curious, I started reading their blog and recognized immediately a common mistake I see newer designers (and even traditional marketing firms) make.
Their blog was full of HIGHLY technical posts and discussed advanced wordpress techniques that would be of no interest to their targeted clients.
Whenever you’re creating materials (newsletters, blog posts, articles for public consumption) you have to really consider your audience.
Remember, you’re writing to attract and connect with potential customers, not your peers (unless your peers ARE your audience!) Writing about topics like custom php queries likely won’t make sense for your audience unless you’re seeking to serve other designers and developers.
Content-rich blogs and keywords are important to get you noticed in the competitive world of SEO, but at the end of the day, your content has to make sense to your audience.
If you’re going to spend time writing, blogging and making videos, really think if the topic makes sense for your ideal audience. Yes, discuss your latest work (and explain WHY you did certain things) – NO to the highly technical tidbits. Your client likely doesn’t want to know how you name your layer sets or how you struggled getting a function to work – they want to see your end product and how you can best serve them!