Wax Marketing Blog

Grab more blog readers without losing your brand identity

By Beth Graddon- Hodgson

It’s essential that you maintain your brand values and image on your blog, but when the world is your oyster when it comes to blog topics, it can be hard to know where to draw the line for relevance.  Typically with blogs to attract the greatest number of readers within the target audience, I suggest that we look at topics that are relevant to the broader industry not a very specific niche.

A good example to illustrate what I mean is retailers that dispense ‘healthcare’ products like reading glasses and hearing aids. The specific niche topics that would be relevant on these blogs would include choosing reading glasses, determining the strength, trends in fashion, how hearing aids work, the different types of hearing aids etc. Expanding to other industry-relevant topics to appeal to a target audience would involve writing about eye health and hearing loss, because these are things that individuals shopping for these items would want to know, logically.

Some businesses worry that expanding the scope of topics is betraying their brand image. Using the examples above, reading glasses retailers worry that people will make assumptions that they are doctors or experts in eye health and hearing aid retailers may have similar concerns.  You always want to stay in line with your brand values, but going this route does not put you off course, and here are some points to help you remember how and why that’s true.

  • Just because you’re sharing resources about other things relevant to your business but beyond your niche doesn’t misrepresent who you are or what services you provide. Sharing these resources does prove you’re an expert in your industry, and that you’re in touch with everything that’s important and relevant to it.
  • By providing additional resources you’re simply anticipating the needs of your target market. It’s logical that people shopping for reading glasses would like to learn more about eye health and vision loss. If you’re proactive in presenting this information, they’ll appreciate that you’re going that extra mile (even if the information is coming from other resources and not your own personal knowledge) to provide for their needs. If you don’t offer up this information, they’ll just find it somewhere else anyway.
  • While your blog does indirectly market your business, you don’t need to follow the specific rules of marketing. Every post doesn’t need to support your brand only by pushing your services.
  • It’s harder to get readers for very niche topics. Your loyal blog visitors already invested in the industry might be interested, as would those specifically searching for the types of services you offer. But, if you’re serious about attracting others that could become future clientele, only focusing on the niche topics just isn’t going to do it for you.
  • If you’re only focusing on the niche topics, you may be overselling as far as your readers are concerned, and they won’t keep reading if they feel that way.

My suggestion to those that understand the above, but still aren’t 100% convinced, is to continue to maintain the balance between niche and industry general. But you can always make it very clear with footnote style references (rather than post body text links) that some of your general information is coming from other sources that way they know exactly what your intentions are.



  1. Richard Sai Says :
    Posted on January 12, 2011 at 1:14 am

    Very well explained. Most successful businesses are more often than not aware of this transition, given that it’s always best to diversify the reach of their marketing efforts and without harming the image of the brand. A good sample of this is doing curated posts on your blog, in which you gather resources from other authority blogs within related niches and making a round up post where all the resources are stored into one page. It’s good in getting more subscribers and in establishing your brand as an expert, knowing that you’re sharing valuable references to your own followers.

  2. plc training in chennai Says :
    Posted on January 12, 2011 at 5:38 am

    A good example to illustrate what I mean is retailers that dispense ‘healthcare’ products like reading glasses and hearing aids.

  3. Criminal Justice Degree Says :
    Posted on January 12, 2011 at 3:27 pm

    I don’t have a problem providing readers with additional resources, as long as they are accurate and not promising things that can’t be delivered.

  4. Earplug Says :
    Posted on January 13, 2011 at 10:30 am

    But going a little off topic can sometimes be dangerous. One needs to choose a good and relevant topic even while you go a little off topic or else it can affect your brand image.

  5. Oakland Volvo Dealership Says :
    Posted on January 13, 2011 at 3:37 pm

    I think it also depends on what your objective is; some businesses write blog posts with the sole intent of ranking for specific keywords; if your intention is to rank on the first page for “hearing aids” then by all means write about that. However, for corporate long-term type strategies it definitely makes sense to write on a variety of topics and to write on broad topics that are related to your specific niche. Since there will be many blog posts made, it makes sense to mix it up; some specific and some broad.

  6. Beth Graddon-Hodgso
    Posted on January 16, 2011 at 8:19 pm

    @Earplug – that is why you have to choose your topics carefully, provided you are sticking to topics that are both relevant to your business directly and to your target audience, you’re really not going off topic!

    @Oakland Volvo Dealership – exactly, unfortunately, a lot of the SEO types that are setting up articles ONLY for the purpose of keyword ranking, well, there’s no target readership because the goal isn’t to actually have anyone read the articles or engage. Typically though, that is not something you’ll see on a blog. Most people have grasped that a blog sets an expectation of consistency. Article syndication sites are flooded with those types of pieces, however. You’re very right, not only will you run out of topics if you maintain a too limited perspective, people are also going to lose interest quickly when you won’t stop talking about the same thing!

  7. Bank Guarantees
    Posted on January 17, 2011 at 1:11 pm

    Adding additional resources is something worth consideration as long as one may be delivering the correct method without damaging the brand reputation. It is something to definitely consider. Thanks.

  8. Jens
    Posted on January 18, 2011 at 9:10 am

    Dear Beth,

    I agree with your post and would like to add another aspect that I find quite important when expanding the scope of topics from pure product information to value adding information around the product.

    As long as the information stays neutral without excessive marketing messages, readers will associate the brand with additional application competence and know-how. That helps to build trust and thus the product sells better.

  9. Bank Guarantees Says :
    Posted on May 15, 2011 at 3:11 pm

    I think that the topics should be relevant to a worldly spectrum to attract a broader audience.Niche markets can result in slim returns.

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