Who to aim an on-site blog at?

[SEOboarder]

I've recently joined a web-development and social media company as their SEO; with an onsite blog which we're trying to resurrect.

Previously, the blog has been aimed mainly at either clients ('Why is a website important for your business' etc. - I know, I know) or web developers (quick tutorials on css techniques, for example).

The owner of the business recently approached me about the blog posts I'd been writing and said they were too technical and aimed at the wrong people. I'm always open to constructive criticism, but I want to know who a web development, social media and SEO company's blog should be aimed at. I was perhaps assuming knowledge of SEO and web techniques that not his previous readers may not have. However, I don't really think the blog had any significant number of readers before.

My argument is to aim it at those in the industry of SEO and social media, as this will garner more links and position ourselves as an authority (people learning from our blog, arguing and contributing their opinion on something). Whereas a blog aimed at clients, while it may attract some search traffic, is less likely to be linked to because they're clients who don't know about linking to content on the web.

[EGOL]

I am answering this as someone who currently owns a business but who previously worked a long time as an employee in a "Yes Sir" and "Yes Ma'am" environment.

The owner of the business recently approached me about the blog posts I'd been writing and said they were too technical and aimed at the wrong people.

The owner of this business pays you guaranteed money to do your job and she is the one who defines your job.  Unlike you, the owner of this business does not earn guaranteed money.  She is instead paid strictly on the basis of performance.  She gets the big bucks if the business is successful and loses her investment if the business tanks.

She was motivated to tell you to change direction.   That means she believes that the posts you are making a threat to her income or worse her investment.

You are the noob, she is the most senior person who has all of the skin in the game and who has watched lots of previous efforts to make money succeed and fail.

Now, if what I have said so far has not made you angry then I think you are a person with enormous potential.

If I was in your situation, I would visit the owner to discuss the blog.  Your goal in this visit is to listen.  What you need to hear are.....

-- who the intended audience is

-- what the intended message is (sample topics)

-- what result is hoped for

After hearing this the goals of the owner should be very clear to you.

After hearing this if you think that your idea targets a different goal then you can explain that goal to the owner.  It is possible that the owner will agree and want to do both - if that is the case you might need two blogs or a way to attack your goal on a different part of the website.  It is also possible to get agreement but the owner thinks that your time is most profitably spent working towards her goal.

My employees sometimes disagree with me.  Sometimes they have an idea that is better than mine.  Sometimes they have an idea that just as good.  I want to hear these ideas because if they are good and successful then I am the one who will benefit the most.

How you play this depends a lot on the personality of the owner.  If the owner is "always right" then it might be best for you to suck it up and do things her way.  In that situation I would not try to change this person's mind unless I was really confident about my idea and could make a rock-solid case for it.

However, if the owner values input then you have an opportunity to make a valuable contribution to her business.  And, your willingness to discuss the topic to learn and provide input will be valued.

[SEOboarder]

Thanks for your in-depth reply EGOL.

I did go to the owner with my ideas, stating why I think my way is more effective, and citing SEOmoz as a highly successful company who has always aimed their content at other SEOs, and yet (previously) offered an SEO service to clients.

He knows the basics of SEO and we agree on becoming an authority on a subject is important.

My reply was this:

"This was something I'd considered myself. The thing with the blog is; are we looking to make a blog for clients, or for others in the industry? I feel the latter is better for links and authority. However, I know your current audience is perhaps not the audience I've been writing for. My aim with the last post was to get other SEOs involved with what we're saying.

Perhaps if we split up the blog more distinctly: an SEO/technical blog, and a client blog? Or links on these type of posts saying 'Unsure what all this means? Learn the basics of SEO here'. "

The dynamic of the business is such that the owner is a skilled web developer/social media guy. It's a two man show, with me doing the SEO aspect, him doing the web/social media aspect. He owns the business, but he accepts my opinion on most SEO issues (and other web marketing ideas), even when they clash with his beliefs.

My question was more, 'Am I right in saying that the blog should be aimed at others in the industry, or does he have a good point?'

[EGOL]

Thanks for the details.

It sounds like doing both  might be a good move.

Perhaps you should have two blogs... the original to share information and expertise with customers and another for people in the SEO industry.  If you are a thought leader you might get a lot of links.