pexels-photo-349494When creating blog posts, you might be tempted to write for a vast, nonspecific audience, and create content around one specific subject. Marketers refer to this as creating content to fit the niche. The problem with this approach is that creating content around a specific, focused subject makes it difficult to create content that appeals to the people you are trying to actually reach.

To be able to create content that is useful, and that readers want to consume, you must first figure out one thing—who are you writing for? Who reads your content, and, what type do they enjoy?

Once you know who your audience is, you can then give them what they want. You can create content that is explicitly targeted at them and meets their needs. It’s easier to inspire sharing and start conversations that more fully engage with your supporters once you know who they are as people. What makes them tick, and, what do they really want from you?

Be Strategic

While it would be great if every single person on the planet shared your nonprofit’s vision and wanted to be a part of solving the problem and making things better, the truth is that not everyone will want to.

That’s why, if you want to be successful at blogging, you need to be very strategic when creating a blog post, infographic, video or other content. You want to be specific and create content that’s geared towards those in your local area that are concerned with the same problems and issues that your nonprofit is trying to solve.

Segment Your Audience

Once you have a relatively good idea of who the ideal supporter of your nonprofit is, you will need to divide your audience into subcategories, or, segments, to help you create content that will appeal to each specific group in your entire audience.

There is almost an unlimited number of categories that you can group your supporters into. What interests do they share?  Does everyone have the same interests, or are there some that only parts of your audience shares? What are the age groups of your supporters? Are they male or female? What is their location? What do they believe in? What are their goals?

Target Content to Specific Segments of Your Audience

Once you’ve segmented your audience, you can then create content that’s targeted to appeal to each segment. Ask yourself, what type of material will appeal to each specific group of my supporters?

Always focus on one specific group of your supporters when you create your content, and, create different posts for each specific segment, or subgroup. This way, you are giving everyone the type of content that they want to view and enjoy.

This approach helps you to build your NFP brand because it creates trust, establishes genuine connections and relationships between your NFP and its supporters, increasing loyalty and support for your cause. It’s also easier to come up with creative ideas and unique approaches in your posts that will truly resonate with your audience and make them want to turn to you and join you in your efforts to make a positive impact.