In Need of Some Clairification?

2. Another way to leverage blog content is to target different audience segments. First, give some thought to who you want to write to, and why. It’s amazing how, without a plan, you can end up writing 90 percent of your posts for 10 percent of your readers. So specify your audience in your calendar, and be sure to change it up. Write one post to parents; the next to grandparents. One to singles; the next to families. One to folks who care about your programs that serve children; the next to folks who care about senior services. And so on. NOTE: In a subsequent post we’ll talk all about developing personas; for now, just be clear that it’s essential you have clarity around who you’re writing to and why they might have an interest in what you’re saying.

3. You can also showcase different ways you’re addressing a problem. Most nonprofits have multiple programs. In other words, there’s not just one way to solve homelessness … or illiteracy … or domestic violence. You’ve got lots of stories, and each one tells a somewhat different approach to making a difference in the world. So tell your stories. They’re the most compelling content you have. We’re all story people.

4. Using different authors can lighten your workload, while simultaneously adding fresh voices, new perspectives and additional credibility to your blog. People like to hear from folks other than you from time to time. It somehow seems more authentic. And when you ask others to guest post, they’ll generally promote your blog to their networks. Why not show off their own handiwork? It’s just human nature. I certainly do it when I guest post!

5. You might also consider different blogs for different purposes. I know, you think I’m losing it now. Who has the time? I don’t advocate that you start here — unless you’re fully resourced — but keep it in mind as an aspirational goal. One organization doing a sensational job with this is Goodwill of San Francisco — they have three blogs!