Who Are You Creating Content For?

Post by Ray 2 years ago - social media marketing - 1 Comments

Who are you writing for

The answer to “who are you creating content for?” is more complex than replying, “my readers”.  Do you know who your readers are and do they know who you are?

Whether it’s to build our brand and sales or express ourselves, creating content is hard and having it engaged with is increasingly challenging.

The Ray Lunch Bunch had a lively discussion this week about why we choose to publish what we do and what are the ingredients that go into making compelling content.

Our jumping off point was the Danny Brown quote:

“Write about the things you want to read as opposed to what you think others want to read.”

Following the video is a time stamped summary of our discussion. This is not an official transcript. (I can’t type that fast.) Some quotes are literal, others paraphrased.




Introduction to show and Lunch Bunch – Ray Hiltz – (00m:10s)

Do we write content that we would want to read or for SEO?

“Knowledge doesn’t mean anything unless you share it.”  – B.L. Ochman – (01m:50s)

I write for people who will want to share my knowledge. I write for different types of audiences but always in my own voice. My writing style doesn’t change for the the platform I write on. I write in a journalistic style.

“It depends.”Jessica Dewell – (03m:33s )

When I’m really excited about what I’ve learned and how it connects with other things I’m doing, I write for me. If my mission is to write a piece of content that serves the people I’m serving, I write for them.

“I write for myself first and I write for the audience second.”Randy Bowden – (05m:04s

The only way to write to have impact on your dreams is to write for yourself. It allows me to avoid the temptation of being something I’m not.

“It’s very situational.”Scott Scowcroft – (06m:33s)

 If all else fails, you write for yourself. Your passion and authenticity will shine through. If I’m writing on behalf of a client or to help someone, I will change the tone appropriately.


Does bad grammar and typing put you off the content?

Comment from Danny Brown.

Grammar affect content perception


If someone can’t take the time to use the language properly, I’m not sure I want to hear what they say. – B.L (07m:58s

There’s lots of good writers who write phonetically. – Randy (08m:07s

That’s a style choice not an error.- B.L.

I wouldn’t notice those grammatical errors which is why I have a proofreader. – Jess (08m:29s

Hemingway quote: –Randy (08m:58s)

“There is nothing to writing. All you do is sit down at a typewriter and bleed.”

And that’s what you do – you bleed it out. Then you send it to your editor who wipes up all the blood and cleans it up for you.

Except I am my own editor. I rewrite. I never put out a first draft of anything.- B.L. – (09m:10s)



grammar vs content

It’s a question of confidence. If I find a lot of grammar, syntax mistakes, I lose trust in the writer. –  Ray – (09m:30s)

Those who write for money, write in a variety of styles. –  B.L. (10m:12s)

“You can’t just tell people what you want to tell them you have to tell them what they want to know.”Seth Godin

You can’t write to please everyone.  Randy – (10m:48s)

Martin Luther King quote: – Jess (11m:05s)

“Life’s most persistent and urgent question is: “What are you doing for others”?”

That’s my starting point when I write. How often do we write? We don’t have to be content engines. 

If you are writing from your heart and not for the impact of the profit, that’s when you win the hearts of your fans. – Randy – (11m:53s)


Is there pressure to push out content for it’s own sake?

Write when you have something to say. That could be once a week or three times a day. Having said that, if you’re trying to establish an audience through your writing, it can’t be just once a week.-B.L. (13m:19s)

 Ray (13m:40s)

Seth Godin Quote

Steve Jobs had same philosophy. Your customer doesn’t always know what they want.

If you asked a farmer a hundred years ago what they wanted, they did not say a tractor,  they said bigger horses or more horses. – Jess (13m:55s)

If I write something and no one disagrees with me, I haven’t done my job. – B.L (14m:37s)

Controversy can ignite a stimulating that can lead into other topics.  Seems a lot of marketers are writing for other marketers.“Marketing wholesalers”. Show me the success stories with your clients.- We tell brands to write their story. That goes for individuals as well. If you don’t write with your true voice, no one will understand who you are.- Randy (14m:45s)

Branding transcends marketing. Everyone has a brand. Part of setting up that brand is to fake it till you make it. So you publish types of posts that traditionally gets shared. –Ray  (18m:18s

What does an “easy share” do for the content creator? It might be legitimate reason to “please their peers; they may want to be viewed as a teacher of their craft. – Randy (19m:26s

This not only applies to writing, but also any form of content creation. such as a podcast, video. Lee Odden said:

“Content should ask people to do something then reward them for it.”- Jess (21m:45s)

“Social proof has bastardized content quality.” ~ Danny Brown

Does Content length matter?

A few months ago the common advice was to write long 1500 word posts. Content is content. If you have something to say and you can say it in 300 words, people are more prone to read that than to bookmark it for a Sunday afternoon read. –Randy  (22m:55s

#TL:DR – (Too long, didn’t read) Who has time to read a 40,000 or 1500 word post? If you can’t say it in 350 words or less, you’re not done writing. – B.L (23m:28s

You don’t have to define yourself by the length of your posts – Randy (23m:45s

There is a place for long form writing that allows us to connect deeper. – Jess (24m:25s)  

Shorter is better. – Randy (25m:09s

Nothing is absolute. The length of post depends on context, relevance, platform etc. –Ray  (26m:53s

Why do you publish the content you do?

content as snack or steak


Speaking of snacks, our LunchBunch Tips and Links Take-Out was especially full of brain nutrients this week:


Lunch Bunch Take out


1How to use Deliberate Practice When Writing by Daphne Gray-Grant, Principal at The Publication Coach  Site contains great, concise blog posts plus offers lots of help with writing. – Scott: (27m:18s)

2. The 7 Tools of Dialogue: from WritersDigest.com. If you’re interested in writing, it’s an excellent site that helps you develop skills. – Randy: (28m:06s

3. 7 Essential Tips For Writers Who Hope To Engage Millions Of Readers via Forbes.com One tip I practice is once I finish a piece, I get rid of the first and last paragraph and look at what’s left. “…go for the juice!” – Jess: (28m:46s

4. Editing and Writing Services by Judy Vorfeld. Osweb.com Offers a wealth of writing and grammatical tips. She’s all about writing clearly. – B.L.: (29m:44s

5Buzzsumo.comBuzzSumo gives you insight into what content is working, and the influencers amplifying it. You can set filters for topics, types of posts (articles, video, podcasts) and time period (24hrs, week, month, year) –Ray : (30m:25s)

Special thank you to Vivek, our Technical Director for managing the comments during the show which made it possible to share the above screen shots. 




About Ray Hiltz

Thanks for dropping by. I'm the Director of Digital Marketing for Image-24.com. My background in business includes non-profit (performing arts), restaurants and Promotions. Having moved on from my own strategic consulting company, I now write about what interests me. So in this blog, you may read about my thoughts on marketing, health issues and business culture. You can follow me on Twitter @rayhiltz or @image24Call

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