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There are many benefits to blogging, including telling your – and your organization’s – story, getting feedback on what you share, highlighting great work by colleagues, and promoting clarity of thought about your work.
However, I would argue that the most important benefits of blogging are getting to know more about the audience with whom you are connecting. One of the easiest ways to learn about your audience, following the time-honored K.I.S.S. method (Keep It Simple, Sexy), is to ask questions and encourage feedback and comments.
Another way to access insights about your audience on a blog is through Google Analytics (or another analytics service or plugin). I advocate using all the analytics that are available to us to learn more about our audiences, from our youngest learners to our adult learners.
In the screenshot above, from the Google Analytics app on my phone, what can we learn from the analytics regarding what category of device on which users are accessing the blog?
- Users are primarily on mobile
- Users may be on-the-go
Other possible inferences:
- Shorter article lengths may do better, since people on mobile devices may be multi-tasking, switching between apps, taking phone calls, texting, well….you get it!
- Providing mobile-friendly sharing and liking links and opportunities may help users share and promote your post
- Test/preview your blog posts display on a phone before you share publicly to make sure the post is optimized for mobile display
Including great graphics which move people emotionally is so important on mobile display, where they are literally holding your content in their hand; how can you hold their heart?
Reflect: what else might you not know about your audience’s online behavior & preferences and how else might you optimize your content for mobile display and behavior?