Assessment of social media,
search engine optimization, content 
and other inbound marketing trends.

Over the past few months, I’ve started blogging more. Not here (as you can tell), but on the other websites, aka “guest blogging.
Because this blog is not wildly popular, I find that I provide more value if my post is published somewhere else, like SEOmoz or MarketingProfs. (See links to all my guest posts.)

While publishing a guest post on a more popular site doesn’t automatically make it successful, your post gets a bigger audience.

How can you truly engage the audience and make them share it? Have you written blog posts which barely get any tweets or comments?

I haven’t written much, but I did learn something important worth sharing.


Know Who You’re Writing For.

When creating any type of content, e.g. a blog post, marketing copy, subject line or presentation, have a clear customer persona in mind. This ‘persona’ might be imaginary, but she/he will be consuming your content, so clearly address her/his needs. Does your content addresses her/his problems and adds value?

My most popular post to date, “Four Easy Tactics for Becoming a Must-Follow Account on Twitter” (published on, didn’t start as a guest post. I wrote it for my friend, Juan, who providesĀ tennis lessons for kids in New York. My goal was to show Juan (@TennisInnovator) how heĀ can leverage Twitter. That’s all.

It resonated with the MarketingProfs audience and got over 600 shares because many readers do this every day: explain Twitter to those they work with. With a more detailed post available, they now can send it to their clients/coworkers who are just starting with Twitter.

From Vanessa Fox's presentation. Click image to view.

Below are some great resources to get you started in developing customer personas:

About Slavik Volinsky
Slavik blogs about online marketing, user experience, search engine optimization, and mobile. Co-founder of Volinsky Consulting — web design & user experience company in Albany, NY. He's on Google+ and on twitter:

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