Some people just get it. I recently met up with a new client, Carla Donnelly for lunch to discuss the promotion and marketing of her new blog. Carla is a Family Law attorney with the firm Gentile Horoho & Avalli, P.C. located in Pittsburgh. Her mission is clear-To provide clients with quality information and advice to empower them to make good decisions.

When I meet with clients or prospective clients, most agree that blogging can be an ideal way to increase the amount of traffic a website receives. They’ve researched the subject online well enough to understand that blogging can largely increase the amount of indexed pages and keyword usage on their website; allowing search engines to rank their site higher in search engine results.

What many do not realize, however, is that writing without a clear marketing objective is a waste of their precious time. Not Carla. Carla gets it. I asked her four questions. Spontaneously, mind you. While eating a delicious salmon salad at Bravos. I was expecting her to hesitate, replying with vague answers and unclear objectives. I was wrong. I couldn’t take notes fast enough. She was able to clearly identify her audience.

Carla explains,” I am speaking to future clients based on my ideal client profiles addressing their pain points and offer true guidance and help. I believe my future clients will have much of the same pain points as my past and current clients.  The concerns of those facing divorce and custody issues are universal and I wanted to address them in my own voice.”

Carla’s marketing objectives are clear.

Here are four basic questions to help you begin structuring your blog site strategy. Answer these as thoroughly as you can. Then begin your writing.

Who is your intended reader?

Describe your customer persona in as much detail as you can. Answer questions concerning:

• Gender
• Age
• Earnings
• Family Size
• Location
• Interests
• Frustrations

This list can go on for miles. You get my point. Be as detailed as possible, including as many factors as are relevant.

What are their pain points?

In other words, what problem does your ideal client currently face that you can help them solve? Write about it. Address and identify with their pain. Help them solve the problem that they are struggling with.  Carla’s list, in part, looked like this:

• Fear of “Making it on my own”
• Husband or wife earns substantially more than their spouse
• School district-geography issues after divorce
• Does she (when representing a woman) need to go back to work? What issues will she now face?
• Is mediation a viable option?

What should the blog accomplish?

• What is your blog’s objective? Write with the end in mind. Again, using Carla as our example:
• Educate the audience. Answer their questions (broadly) and give them points to ponder that they may not have previously considered
• Build trust. Blog should establish Carla as a trusted source of reliable and valuable information
• Comfort the reader by showing authentic sincerity in a personal way. Communicate that they are not powerless; their legitimate needs and concerns can be resolved with good council.

What do you want the reader to do after he or she reads your blog? What action steps or call-to-action should they now take? (CTA)

Here are just a few options:

• Call for a consultation/meeting
• Newsletter Sign-Up to grow your email list
• Gain followers on social media platforms

Writing a blog can be a waste of your precious time or part of an effective marketing campaign if you write with a clear marketing and advertising strategy.

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