Creating Content for Buyer Personas Can Improve Your Strategy
Developing powerful buyer personas is one of the most impactful changes any content marketer can make. Targeting defined customer segments through persona-based content significantly boosts the value, relevance and performance of your marketing efforts.
A buyer persona
He represents an aggregated view of your ideal customer based on demographics, behaviors and goals. They capture not just who your customers are but how they think, speak and solve problems within their specific roles and industries.
By deeply researching and thoroughly describing buyer ones, you gain a framework for creating targeted content that directly addresses your ideal customers’ genuine needs and pain points. Avoid generic topics aimed at broad audiences in favor of issues that truly matter to each persona.
Tailor content types
Based on how they typically discover and consume information. More senior ones may prefer long-form reports while roles with tighter schedules need concise resources like infographics, checklists and videos. Match your format to the persona’s constraints.
Use the terminology and examples your buyer ones employ in their daily work when scripting content. Relate to scenarios your personas face to establish credibility and relevance from the beginning. Avoid any jargon or analogies they would not understand.
Depth of insight into buyer ones also influences the style and tone of your content. Switch between direct, transparent, even playful or conversational depending on what best suits different personas’ expectations. Sticking to a one-size-fits-all voice will limit results.
When referencing products or services in your content, position them within the specific framework that would resonate most for each one. Highlight features and benefits most important to solving their unique jobs-to-be-done. Avoid generic multi-persona positioning.
Once written, review all content through the lens of your buyer personas to ensure it meets their needs. Ask how helpful, persuasive, and valuable the content would be for each one. Make any required adjustments to strengthen personal relevance.
Over time, continually measure the results and feedback your persona-aligned content achieves. Adjust personas or develop new ones to capture emerging, high-value customer groups your content aims to attract.
In summary, by gaining a deep understanding of your key buyer personas, you unlock the ability to consistently create content that truly moves those targeted customers along the buying journey.