Understanding Buyer Persona In Content Marketing
Customer Buyer Persona helps you understand your customers (and prospective customers) better.
This makes it easier for you to tailor your content, messaging, tone, as well as product development, and services to the specific needs, behaviours, and concerns of different groups.
We will have a look at the purpose of buyer personas and key factors to consider when developing them in my subsequent articles.
A buyer persona for content marketing acts as a sounding board to assess what they think, how they feel and their behaviours so you can align your content to resonate best with them.
#1 Targeting
Helps to position your products as relevant and worthy of consideration. Provides valuable insights for conveying your business, performing market research, targeting advertising, website design, usability testing and keywords for SEO.
#2 Format
Gives you the information and perspective you need to make objective decisions about how to craft your brand messages through the most consumed and widely accepted formats. Therefore allowing you the best opportunity to create compelling content. Personas also help determine the platforms and media you use. Enables content to be created to meet the targeted needs of each profile and speaks directly to the needs of each persona.
#3 Discovery
Personas allow you to get a grasp of your audience’s channel behaviour. They allow you to truly tailor your brand messages so you can get the best possible response by seeding through the most relevant touchpoint to your audience.
When developing customer personas, you need to carefully research each of the following:
- Objectives: what are they looking to achieve by interacting with your business? How many competitors will they consider? What information is pertinent to there decision?
- Location: where are they from? Where are they based? This will include cultural considerations.
- Job details: what’s there economic position, job?
- Platforms: what are there main sources of info? Which online platforms do they inhabit? which resources do they consult when making decisions, how influential are each of these
- Device: what are they using to access the internet? Screen size/browser speed and connectivity considerations
- Purchase behaviours: what is their paths to purchase? What steps do they take when considering a purchase?
- Interests: what issues are they trying to solve? How do these issues impact on there lives? What are the benefits of solving these challenges?
- Understanding your personas allows you to get a fuller knowledge of not only their job title but their background. There needs and their interest sets are important information on how to access them emotionally but also what motivates and frustrates them. This can help you paint a picture of your ideal customer. It’s vital to flesh out these personas based on their content and information needs to position your brand or business as the solution to their requirements.
- The hardest working customer personas are developed with field research, focus group research, surveys and interviews with your target audience.
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