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#ContentCircus 2-2-21 Recap: How to Create Buyer Personas For Your Content Marketing Strategy

Last night, we had another great conversation at #ContentCircus on Twitter, this time discussing How to Create Buyer Personas For Your Content Strategy. Let’s jump into some of the key takeaways:

When you start creating buyer personas, you want to define who the persona is. For that, you need customer data. If you work for a business, your sales, marketing and customer service teams should be able to help you define your ideal customer. If you have a retail business, you and your employees that are in regular contact with your customers can give this information. If you are still uncertain who your ideal customer is, you can create a persona for who you would want this customer to be.

 

After collecting demographic data about your persona (age, gender, occupation, income, education), you want to move on to addressing the personas pain points. What are the issues and problems they face every day, that you can address via the content you create? Giving customers the solutions to their problems is a wonderful way to create content that drives sales, and loyalty.

 

https://twitter.com/chippermuse/status/1356791739323940868

When creating content for your personas, you want to be aware of where the persona is currently getting information, and which sources it trusts. You also want to know what type of content they prefer. Do they want to read long blog posts on their desktop, or do they want to see short videos on their smartphone? By understanding what type of content they want and from what sources, it helps you tailor content to meet the expectations of your customers.

 

Finally, when you are creating your personas, you want to define where the persona is in the Buyer’s Journey. We discussed creating content for each stage of the Buyer’s Journey back in December at #ContentCircus, here’s the recap post for our conversation. Additionally, you want to define the persona’s role in making purchasing decisions within their organization or household. Can they authorize purchases independently, or will they need approval from their boss or spouse?

 

So that was our discussion last night at #ContentCircus of How to Create Buyer Personas For Your Content Strategy. If you want to join the next #ContentCircus, it happens every Tuesday night at 7pm Central. Just follow the #ContentCircus hashtag. Next week’s topic will be Winning Strategies For Content Creation on Twitter! See you then!

 

Bonus: I wrote about How to Create Buyer Personas For Your Content Marketing Strategy here yesterday. In that post I also added the persona for Sarah, to give you an idea of what a persona looks like so you can better understand how it can help your content creation efforts.  Here it is again:

 

About Mack Collier

My name is Mack Collier and I am a digital marketing and content strategist located in Alabama. Since 2006 I've helped companies of all sizes from startups to global brands such as Adobe, Dell and Ingersoll-Rand, create customer-centric programs, content and experiences. A long-time internet geek, I've been online since 1988 and began using social networking sites in 1991 when I joined Prodigy. Today, I help companies understand how new technologies like web3, crypto and artificial intelligence can integrate with existing marketing strategies to lead to exceptional customer experiences.