Content Marketing Personas
Personas are used in almost every department within an organization, from sales, product development to customer service, and of course marketing. Especially for the last, personas help you to guide the marketing team towards a customer-centric approach. By creating them, the team understands who the customers are in detail and how to approach them.
Creating marketing strategies and especially the content strategy around superficial target audiences is a common mistake.
Why am I highlighting content marketing here? Very simple: when you try to create the content for an audience sorely based on the same demographics you follow a one size fits all approach which is just not enough in today’s competitive environment. By targeting the people based on the same age, income, gender, location, etc. you miss the most important part – the needs, pain points, interests which help you to create the content that will trigger them to consider and buy your product.
To help you better understand I will demonstrate a scenario.
Download the 2 content marketing sample personas and have a closer look at them. Before you continue reading, undergo the exercise to think about how the information the personas contain could help you to create individual content marketing strategies for each of them.