Clients or other copywriters: Who’s the audience for your copywriter blog?
January 10, 2014 • Glenn Murray
A few years back, I wrote a comment on a Copyblogger post
I talked about building links by writing blog posts that target other copywriters (as opposed to clients). Here’s my comment…
Jonathan read it, and asked me for some advice
This morning, I received an email from a nice fella, Jonathan, who’s just starting out on his freelance copywriting journey. He’d just seen my original comment, and wanted some advice.
I thought the exchange might help other freelance copywriters, so I decided to blog about it.
I recently discovered your work and your website via some comments you made last year on the website copyblogger. The post in question concerned the difference between writing for clients and writing for other writers. You made some very interesting comments about how writing for other writers can lead to links and increased importance and ranking and thus to more clients anyway.
I am right at the start of things doing, mostly, the kind of low paid writing grunt work with which I think you started your freelance writing career. I’ve worked on the design of my blog and got it to a decent place but the question of what to blog about still puzzles me. I can write for other writers as a way of driving up my search rank but how do you write for clients? Perhaps this is a stupid question. I am writing in so many different areas it feels hard to be specific. Do I write more technical stuff looking at aspects of SEO? Isn’t that still writing for writers? The line between the two seems very thin to me.
I would appreciate any input you might have. And thank you for your blogging it has proved very valuable to me.
Thanks for your time,
Thanks for your email. How are you?
I think ultimately the most important thing is that you blog, and that it’s somehow related to your target keyphrases. If you blog about SEO copywriting, that’s great. Even if it’s targeted directly at other writers, it still works for your client audience. They may not understand it, but they’ll see you do, and they’ll see you as something of an authority, because you’re teaching others!
I think it’s easy to get way too caught up in the technicalities of keyword choice and audience requirements. In the long run, your far bigger challenge will be keeping your blogging momentum going. So long as you keep writing about the things your target audience is searching for (and similar terms), you’re good.
That said, if there’s a very specific term you want to dominate (e.g. “freelance financial copywriter”), you’ll have to look at writing some targeted posts. But even then, you can still address whoever you choose.
Does that help? 🙂
Write what you know about. If you write to clients one day and copywriters the next, that’s fine. If you only ever write for one or the other, that’s fine too. If you see an opportunity to target some specific phrases, take it. But if you let it drive you, you’ll soon run out of puff.