Content Marketing Strategy basics – Buyer personas

buyer persona in content marketing strategy

Buyer personas are critical in content marketing strategy

The truth of Content Marketing Strategy, which essentially dominates your marketing strategy today, is that great contents do not mean everything. It is not great unless your audience responds to it,moreover, shares it enthusiastically!

Content creation is just one part of the picture. What you write needs to be relevant and useful to readers. That means you have to understand what they want, how they feel, that their pain points are, and so on.

Let us learn how to know truly your audience, not just in Singapore, but anywhere in the world.

Creating easy, yet actionable buyer personas

According to Ardath Albee, a person is a sketch of a key segment of the audience. Going beyond demographic descriptions, you need to have a deep understanding of whom your targets are and what they want. Here’s how:

Step 1: Have a clear image of your ideal reader

  • Who is that person?
  • What does he/she do?
  • What is a typical workday in his/her life?
  • What is his/her lifestyle like?

This will be the foundation for your persona

Step 2: Try to understand your targeted reader’s needs and their relation to your contents

For example:

  • What are his/her challenges/frustrations?
  • What will he/she do to solve those issues?
  • Is that person a key decision-maker or does he/she need to report to other persons?

Step 3: Understand content preferences and consumption patterns

For example:

  • What kind of content formats does he/she like?
  • Which platform will be used to access information?
  • How much time does the person have to consume information?
  • How often does he/she use social media? Which channels?
  • Who are the thought leaders that he/she follows?

Documenting, sharing and updating personas

It is crucial that you document your personas. You may think that it is a redundant document that people rarely use, but it’s not. Writing your thoughts down in a coherent way will help crystallise your ideas. It is also easier to share with your team and ensure that everyone is on the same page. Do remember to update your personas. With all rapid changes in Singapore’s society, what you knew five years ago may not hold true today. You need to be able to keep track of changes to understand your audience entirely.

Persona will help you identify content topics and channels that are relatable to your audience.

Going beyond personas

Having created detailed personas do not mean that you can neglect customer engagement. If you want to sympathise with your audience, talk to them. Whether it’s through online chat or a quick coffee, nothing beats getting to know your targets in person. Pay attention to the internet to see what they talk about. Better yet, you can try to be in their shoes: if you were them, would you read/watch what you have created?

Another way is to dig deeper into your metrics. They tell you more than you think. Metrics isn’t just a way to evaluate engagement or impact, but it also shows your audience’s behaviour. What is the click-to-view ratio for each of your article? Which topics got more clicks? In-depth analytics can give you a great bunch of information about your readers.

Arm yourself with this information. Develop a clear understanding of your buyer personas. This will achieve two things

I believe that this post has given you the basics to grasp your targeted audience. But if there’s more you want to know, let me know in the comment below.

Leave a Reply

Your email address will not be published. Required fields are marked *