The What, Why, and How of Creating Personas for Your Content Marketing Strategy
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Content CreationContent MarketingContent Marketing StrategyContent Strategy

The What, Why, and How of Creating Personas for Your Content Marketing Strategy

A persona is a detailed sketch of the target market you’re creating content for. It is essential to define your key content personas before setting out to create content, making this step a very important one in your content marketing strategy.

Team PepperTeam Pepper
Apr-9,-2021 4 min read
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More than 60% of marketers like to build content personas for their marketing strategy. That’s because when you convey a message on the internet, it should resonate with your ideal target audiences. 

Every piece of content that goes online has an ideal audience and your content marketing strategy should reflect their interests by providing answers to their questions. In this article, we’re going to cover everything you need to know about creating personas for your content marketing strategy. You will know how to build your own personas to promote content effectively.

What is a content persona and why do you need one?

A persona is a detailed sketch of a target market based on verified commonalities, not assumptions, but statistical evidence that points to the behaviour of an audience. Every content marketing strategy requires careful research and building a strong content persona will help you touch the hearts of your audiences. A content persona tells your content strategy how to drive better engagement in the market, encouraging people to take action and promote your message.

Without a solid persona, you may be completely oblivious to the kind of content that your audience will consume. You have to know what the audience wants in order to deliver quality content that is engaging. People are actively seeking information on the internet and every content marketing strategy should actively seek information about internet users. With dedicated analytics and user behaviour trends, you can draft a content persona that markets your content well across diverse verticals and promotional channels.

A persona reaches beyond demographics

An important point to note about creating content personas is that every persona can reach beyond just the target demographics. That’s because a high number of internet users are distributed across the world, with varying interests and priorities. When you can relate to a particular mindset, you will be able to draft content that reaches more and more people on any given platform. Whether it’s on a website or social media, if the persona you create is well thought out, it becomes a universal tool for marketing. You can always look back and utilize a content persona to rebrand, repurpose or even reorganize your content marketing strategy. 

A documented way of approaching this content creation process is always important to ensure maximum efficiency and so that all key stakeholders are aligned.

Building your content persona

When creating a content persona, it is important to rely on strategically aligned insights and valuable market information. Constantly analyzing audience engagement and behavioural trends can give you deep insights into building a fitting persona. It is important to remember that personas are customized experiences that you aim to deliver through your content. Let’s find out how.

  1. Understand your ideal customer

For every business, the buyer persona should be reflected in the content shared with people. Maintaining a consistent tone and delivery of ideas will urge people to follow your brand. However, the content is based on how you envision your ideal customer. With dedicated analytics, you can target people based on interests, age group, engagement and demographics. With such information comes great responsibility, to relate with people on a personal level. 

A great way of envisioning your ideal customer is to give the customer a name and fill out a form that addresses his or her interests, the values associated with your brand and the unique selling point that matches his or her requirements.

Some considerations while drafting a persona for your content marketing strategy may include:

  • Demographics of a user
  • Professional details
  • Experience in the industry

With a basic sketch about your ideal customer, you can begin research in order to understand how the market may respond to your content.

Source: Coforge
  1. Analyzing their work-life and challenges

An impactful way to study your customer persona is to understand their work-life, responsibilities and potential obstacles they may face. A content marketing strategy should empathize with the requirements of a target audience. Hence, studying the pattern of choices that people make concerning their professional or personal life can come in handy. When you have a clear idea of what responses to expect from a person, you can position content in a way that reaches them in the best way possible. Additionally, when you develop a content persona, you must consider the time people dedicate to consuming content online and the words that can be used to persuade a particular person to take action.

Similar questions may arise pertaining to your content persona.

  • What are the goals that define success for your persona?
  • What are the challenges your persona may face in day-to-day life?
  • What are the products or services that may appeal to your ideal customer persona?
  • What are the factors that prevent your persona from addressing their problems?
  • How can you position a solution that magnifies their interest in your brand?

A detailed overview of your audience’s behaviour adds an extra layer to the basic sketch of your content persona. 

  1. Align your content persona with business objectives

A key aspect of your content marketing strategy is to sell a product or a service. You have to generate leads for your business, providing valuable experiences so that prospects convert into customers. For this, understanding the buyer persona is fundamental. Yet, aligning your ideal customer persona with your business objectives will give you a direction towards successful content promotion. 

If you are in the hospitality industry, you should know what kind of packages will appeal to people of various age groups. If you work at a car showroom, you have to know the budget an average working professional is willing to allocate for a brand new car. Similarly, if you are a content marketer, you have to know how much your ideal customer is willing to invest in your idea. Aligning your content persona with the business objectives and buying cycle of your products and services will help you create a strategy that works. At the end of the day, your goal is to generate more interest in your content and you should promote your brand in a way that engages people. Here are some pointers.

  • Decide what kind of tone you’re going to use.
  • Narrow down the promotional channels for your business.
  • Decide the format of the content you want to create.
  • Dedicate a budget to paid advertising.
  • Invest in visual content that reflects your industry and your brand’s uniqueness.

Once you have a solid idea of how to proceed with your content, your content marketing strategy is almost complete. Yet, a persona requires fervent testing and analysis to reach strategic conclusions.

  1. Pick your promotional channels and test the response

Identifying the persona of your target customers or audiences comes with the responsibility of delivering high-quality content that converts. To ensure that your content promotion is effective, you must pick the right channel to publish your message. You may use a website for blogs and whitepapers or YouTube for informational videos or Facebook for frequent posts or use Google for ads. Social media, in general, is used to gain access to a wider share of the market. However, not every channel may suit your content persona. While creating a persona, you must narrow it down to a few options that are guaranteed to work for your ideal prospects.

Source: UXPressia

Once you choose a channel to promote your content, you can start testing your content. After every piece is published, your goal is to assess the engagement and study the response to your efforts. A content marketing strategy is more effective when it is result-oriented. Testing the response of your audience will add legitimacy to your content persona and help you draft better content for online consumption.

Extensive research can show you what works best for a target market. However, a fervent and consistent analysis will indicate the success of your content marketing strategy.

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