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What Blog Readers Want

Your reader has a problem.

It could be a new template for their scrapbook.  It might be a different technique for dealing with a rebellious teen.  Whatever it might be, they want the answer.

Like 80% of web users they pull up a search engine and put in their question – “How to handle teenagers?”  Google offers up 10 potential resources.  After a quick scan of the headlines, they pick one (maybe your blog) and click the link.

They arrive at the blog and quickly scan for something specific.

They are looking for clues that you are going to talk about their problem. And this is where many blogs blow it.

Readers are asking “What’s In it For Me?”

You need to answer this question is quickly as possible.

As a professional blogger you are focused on delivering specific answers – a lot of them.

Yes, you should wrap your answers in great stories.  Yes, you should build rapport by relating your personal experiences.  But, at the end of the day, every blog post should offer specific guidance or tools for your readers.

When a new visitor arrives at your blog, you have two-seconds to convince them that your content is worth their time.  You can’t afford to waste the reader’s attention on personal rants or shoddy opinion posts.  Instead you need to start teaching.

Creating “Content Signposts”

Content Signposts are street signs that direct incoming visitors to relevant content. The signposts are clear and relevant.  They also assure the reader that you have thought through their problem and will offer in-depth answers quickly.

Here are some Content Signpost ideas you can use for your blog:

1-Page Tutorials

Make a list of your reader’s challenges and create 1-Page tutorials offering guidance for each one.  They tutorials can direct your reader to specific posts or offer a step-by-step process for addressing their problem.  List these tutorials in your sidebar so that they aren’t missed by your readers.

Introduction Video

Create a short 2 minute introductory video for your blog.  The video should tell who you are, who you serve, and what the reader should do next.  Place this video in your blog’s header or feature it in a prominent position on your sidebar.

“New?  Click Here to Get Started”

Create a page that helps your readers find all the resources available on your blog.   This page should contain your Big Idea, a list of your 1-page tutorials, and categorized list of relevant posts. Put the link for this special page in your primary navigation.

Just Getting Started?

I strongly recommend that you write at least 10 “seed” posts to start.  Hold off on promoting your blog until you’ve written these posts.  After these posts are written, work on creating a few 1-page tutorials that offer specific answers and tools. Next, concentrate on creating an introduction video.

Don’t try to do everything at once, plan your work and work your plan. If you need extra help then sign-up for my 52-week blogging playbook.  It’ll take you from A-Z in easy to digest steps.


Let me know what you plan to do first in the comments.  Remember, I’m in your corner :)

About Stan

Stan Smith is the CEO of Pushing Social a content marketing consultancy for aggressive, results-focused organizations.

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