Match Content to Buyer Personas Effectively

Categorized in: Content

When it comes to creating a content strategy as part of digital marketing plan, there’s a lot more that goes into it than it first appears. The first thing is that the content needs to connect with the audience, and if it doesn’t connect as well as it could, people won’t be as engaged with your brand. For some businesses, the audience may include several buying personas. The content needs to appeal to each of these personas. Here’s more information:

Get to Know Your Buyer Personas

In order to appeal to your buyer personas through your content, you need to first know what the personas are. It’s all too easy for businesses to gloss over this. Most at least have a vague idea, but it is a good idea to go into more detail, if possible. Getting to know them is about more than just figuring out their demographics. You should understand all the nuances of what makes them tick, including what they are concerned about, their spending habits, and what their pain points are.

If you haven’t done so already, take a step back and really nail down the buyer persona. It may seem like a lot of work to do this, but you will be happy once you sit down and create a content strategy for the business. You’ll need this information in order to create content that will appeal to them.

Know How the Personas Fit into the Sales Cycle

Buyer personas play an important role within the sales cycle. Creating content that aligns with the sales cycle is another important component of this. However, you can’t really do that unless you know the details of your buyer personas. The reason for this is that they both work together.

If you think about it, this makes sense. It is the buyers who will be moving through the different phases of the sales cycle. It isn’t enough to know what the demographics and desires and pain points of you buyer personas are. You also need to know how they fit within the sales cycle. From there, you can effectively create content that will speak to them.

Putting It All Together

It is important to consider the big picture when assembling a content marketing strategy for your brand. A big piece of the puzzle is that we often forget that your content will need an audience. In order to really utilize this, you not only need an audience, but the right audience. Meaning, you want these people to become potential customers.

This is why, when you’re putting it all together, you can’t forget about the buyer persons. Yes, you want the topics to relate to the business, but your choices as to what this really means will depend on the buyers.

Putting it all together takes a lot of effort that considers multiple factors. For example, you not only want to consider the audience (the buyer personas), but also the sakes cycle and how the buyer personas fit into it. The process of creating the strategy needs to take into account all these factors.