Defining Your Content Marketing Persona

September 20, 2020

Buyer personas are segments of your target audience. Imagine a company that produces office furniture; your buyer persona could be interior designers, procurement managers, or people working from their home office.

Knowing their demographics, such as age, gender, job titles, interests, or location, could be useful to target these potential buyers.

It's rather easy to find interior designers, or people working in procurement, while it may be more challenging to identify people working from home.

But there is another challenge. Just because you found one of them, doesn't mean they are ready to buy anything. So you need to find a way to convert them into a lead and ensure that they will buy from you when the time comes.

This means we cannot merely present them with an offer to purchase your product. Instead, we need to offer something relevant and valuable enough in exchange for contact details.

The secret lies in the goals and frustrations. Goals and frustrations will reveal what your buyer persona aspires to achieve concerning your product offering.

If you know what someone wants to achieve, and if you can help them to get there, you build a loyal and trusting relationship.

What could be the goal of our interior designer? Maybe to make their clients happy and win awards.

What could be the goal of our procurement manager? To find the best value for money so they can impress the boss.

What could be the goal of our home office enthusiast? Maybe, improving their work-life balance.

Goals have to be broad, and they must be the real goals of your buyer persona, not your business goals. 

Now think what are their possible frustrations while they try to achieve their goal?

As an exercise, write down the demographics, goals, and frustrations for each of your personas. Also, consider asking your existing customers for this information as it will reveal much better results.

Continue reading with Part 6 - Creating content ideas that work

Written by
Alexander Rauser
Alexander Rauser


Alexander Rauser is the author of Boardroom Guide to Digital Accountability and Digital Strategy: A Guide to Digital Business Transformation, and creator of the DSX Program, a digital strategy and transformation program for Enterprises.

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