How To Create a Great Blog - Part 1: Get To Know Your Customers

Over the next few weeks, I would like to share with you some essential tips to setting up a new, customer driven, effective and great blog for your business. In today's article I'd like to give you an overview of how we plan an effective blogging strategy for our clients and give you some great tips for effectively communicating with your customers.

How To Create A Great Blog Overview

  1. Get to know your customers
  2. Understand your buyer problems
  3. Create a long term strategy to target your ideal customer
  4. Know your buyer's pain points
  5. Choose your keywords carefully
  6. Write great content
  7. Publicise well

Get To Know Your Customers

Buyer Personas

To create a great blog that is able to effectively communicate with your customers, you need to know them. You will need to understand not only their buying habits but their characteristics, how they think, how they research a problem and how they solve problems. We don't want to deal with everyone, so we need to be thinking about our ideal customers.

Evaluate Your Existing Customers

Lets start with some simple questions...

  • Who are your existing customers?
  • Are they your ideal customer?

Creating an effective blogging strategy is going to be hard work. Don't waste time by writing content that is aimed at the wrong person. Take a few minutes to think about the best customers that you have. Are they your dream customer? You might have more than one dream client - that's fine, make a list of each of them. You are going to need it later.

Want to really dig deep into your customers? Here are a few extra steps that are going to take hard work, but will pay off in the long run...

  • Interview your existing customers to find out what they like about your product or service
  • Look through your existing customer information and make a list of common characteristics
  • Ask your sales team to describe their interactions with customers and make some generalisations
  • Take a few moments to think about 'Negative Personas' - who would be your worst client? Write that down too, so you know what to avoid!

Plan Your Buyer Personas

Ideal Customer

By now you should have a list of your ideal customers. In the next step, we will start to add more detail to each persona. Take your first persona and answer the following questions...


  • Where do they work?
  • What job role do they have?
  • What is their typical family like (Married / Single / Children?)
  • What does their career path look like?


  • Are they male or female?
  • How old are they?
  • What is their typical income?
  • Where do they live?


  • What sort of personality do they have? Are they calm or easily angered?
  • What are their communication preferences? (Email / Phone / Face to Face?)


  • What is their main aim?
  • What is their secondary aim?


  • What problems do they face? Ideally you want to narrow this down to a few key problems that you can address.

What Can We Do

Okay, so now is the time to think about how your business can actually help your persona to achieve their business goals. Try to write down what you can do to help them. Then write down what you can do to help your customer to overcome their challenges.


If you have any, try and write down some real quotes from your customers that illustrate the challenges they are facing or have faced.

Common Objections

Make a list of the reasons why your ideal customer might not buy your product or service. Try to be as detailed as possible and be honest!

Marketing Messages

What words would you use to describe your solution to your ideal customer?

Wow, what a lot of work so far! Nearly done! Try and summarise in less than 100 words how you would sell your solution to your ideal buyer persona.

Last of all, make up a memorable name for your buyer persona. For example 'Blogging Betty'.

Now rinse and repeat for every one of your buyer personas.


Now that you have a detailed explanation of who your buyer personas are, you can start to plan content for your great blog that can be written to directly address their personalities, habits, goals and challenges. If you are looking for a way to integrate your buyer personas into your CRM for an all in one solution, then check out Hubspot Marketing.

In the next article, we are going to take a look in more detail at how to identify your dream customers problems and address them in you blog.