Leadership blogging tips 1: Target your audience

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Short. Classy. Targeted.

The busy influential people that you most want to have a conversation with are not likely to be impressed by ‘digital incontinence.’

Peter Jay was upbraided by a sub-editor at The Times for writing his column too densely. He replied: ‘I am writing for three people in England, and you are not one of them.’ (The three people concerned were two Treasury mandarins and the Governor of the Bank of England).

Occasional classy short posts can bring you more value than a dozen articles and a hundred tweets. This saves you time as well – but it’s worth reinvesting some of it in targeting.

There are simple ways of doing all of this – all in one go – writing your post, making sure that search engines index it properly, and making sure that it’s pushed into other media (Facebook, Twitter, LinkedIn etc) in the right way.

I’ll be covering all of this in subsequent postings in this series.

“Je n’ai fait celle-ci plus longue que parce que je n’ai pas eu le loisir de la faire plus courte.” (trans: I would have written a shorter letter, but I did not have the time). Blaise Pascal

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