Creating a persona for your content marketing can be very beneficial. By creating a persona, you can better understand your target audience and create content that is more likely to appeal to them. There are a few steps you can take to create such a persona.
Profiling normally has negative connotations for many people. However, in this context what we are saying we must create the target audience persona by profiling the audience’s positive attributes and qualities with respect to our products and services.
Start by creating a profile of your ideal customer. This should include demographic information such as age, gender, income, and occupation, as well as psycho-graphic information such as interests and hobbies.
Next, think about what motivates your ideal customer. What drives them to make purchase decisions? Is it the desire to look good, feel smart, or help others? Motivations are very complex attributes and your persona must have an equally complex definition of this attribute. Personality and character are important aspects and must be identified up front in order to create the correct persona. Failure to do this inevitably leads to marketing content that does not motivate and may actively discourage the buyers journey when they read your content and copy-writing.
3 Types of Content
Finally, consider what kind of content would appeal to your ideal customer. Would they be more likely to watch a video or read an article? Will they respond better to something that’s entertaining, practical, or inspirational? Perhaps they would prefer to listen to your message in audio format.
By knowing the different types of content your persona is likely to engage with you need to look at how to correlate and connect the two. How do your make your content relevant and relatable to your persona and audience ?
Once you’ve created your persona, think about ways you can incorporate them into your content marketing strategy. What types of posts would appeal to them the most? What kind of information are they seeking? How can you better connect with your audience?
Having a persona allows you to focus your content on specific target audiences. By ensuring that each piece of content is relevant and appealing to them, you’ll feel confident that the outcome will be positive. If they find what you have to say useful, engaging, or entertaining, they may even share it with others!
4 Why Personas Improve Doing Business
Doing business with people is most effective when customers are able to relate to a company’s social media pages and online content. People want to feel as though they are purchasing from another human being, not a faceless organization.
Having a well-documented brand personality helps customers connect with companies on a more personal level. However, it is also important for organizations to understand their target audiences’ personalities as well. Creating a persona for your content marketing enables companies to better identify and empathize with their target audience.
Developing an audience persona is an art and not a science precisely because human beings are complex and different personalities and not robots. When creating a customer profile, it is important to include demographics such as age, gender, income level, and occupation. This allows companies to understand the relationship between these factors and how they may affect someone’s purchasing behavior. However, while some demographics may influence product preferences, others do not. For example, a person’s occupation has little to no effect on their interests and personality traits.
In addition to demographic information, psycho-graphic factors such as personality and lifestyle should also be considered when creating a persona. These include factors such as an individual’s values and interests. By understanding these characteristics, companies can understand how to create content that appeals specifically to their target audience. For example, a company targeting millennials should consider using popular slang and social media references in its posts.
Once a person’s personality and lifestyle has been identified, you can begin to incorporate them into your content strategy.
Making sure that the content directly relates to customers’ interests makes them more likely to engage with it. A content creator should also consider what kind of information is most appealing and accessible for their audience. Trying to include too many details or using overly technical language may cause the customer to become bored and disengaged.
Finally, knowing your target audience’s personality can help you avoid creating content that is boring or off-putting. By focusing on the types of topics and formats they prefer, companies can ensure that their content is engaging and relevant to readers.
Let’s now take a look at a step by step example of how to create a content marketing persona.
A content marketing persona is a representation of your ideal customer. You can create a content marketing persona by following these steps:
Step 1. Define your target market.
For this how-to example we’ll be creating a persona for a fictitious company, The Ideal Ice Cream Shop, who sell ice cream and other desserts. They have a target market of parlor owners and managers.
Step 2. Conduct interviews
Conduct interviews with people in your target market to gain insight into their behaviors, problems, and motivations, personalities and so on.
You can create a list of interview questions by reading industry blogs, talking to sales reps from the leading companies in your space, and asking customers about challenges they have had or what they wish their current products did or offered. You’ll want to make sure you ask multiple people from different locations and demographic backgrounds. Each person will have their own unique differences that are important, but you’ll want to make sure the most common trends are noticed.
Step 3. List all pain points and challenges faced by your target market’s customers.
Pain points are the problems your customers face, while challenges are tasks they need or want to accomplish. You can create both lists at once by organizing them by priority, starting with the most important things first.
Step 4. Group similar pain points and challenges together to form personas.
For example, all of your customers have some kind of problem related to their business’s website being slow, so you’ll want to group that into one persona for ease of reference later on in this process.
Step 5. Create a fictional name and description for each persona you’ve outlined.
For this example, we’ll create three personas: Tom, the owner of an ice cream shop in Nairobi; Maria, who manages a dairy farm; and Angelique, who runs an ice-cream store in Mombasa. You can add more or less information to your personas, depending on how detailed you want them to be. In comprehensive persona descriptions, I include where they live and what kind of business they own or manage.
Step 6. Use quotes from your interviews
Use the quotes from your interviews with real people in the description of each persona. This is a great way to make your content marketing personas come alive.
For instance you might quote Tom on how he struggles to find trained employees and has to do more work on the business website than he’d like.
Step 7. List their main priorities for the next year
Include background information that will help you create relevant content later on, such as industry trends or key events that have affected their business.
End with a sentence restating the persona’s main priority for the year.
Those are the key persona creation step but if you have trouble defining your business’s persona please contact us at https:/digitalmarketers.co.ke and we will be pleased to assist.
Forming customer personas is an ongoing process! You will likely experience new pains and challenges as time goes on, so it’s important to update your content marketing personas regularly. You can also create multiple personas for different types of customers or audiences.
Content marketing personas are an important tool to have when developing content. By making sure your content directly addresses your persona’s key challenges, you can more easily connect with your target market. If you change the slant of your messaging based on who you’re targeting, it will be much easier for your brand to connect and resonate with the people who matter most: your customers.
Additional Resource : https://contentmarketinginstitute.com/2017/09/actionable-content-marketing-personas/