A buyer persona can be defined as a semi-fictional representation of your ideal customer. Buyer personas are examples of the real buyers who influence the products and services that you market.
What can Content Marketing be defined as?
Content Marketing can be defined as a strategic marketing approach that is focused on creating and distributing valuable content that is both relevant and consistent.
Your content should attract and retain a clearly-defined audience. The ultimate aim or goal of content marketing is to drive profitable customer action and to convert your ideal customer.
When it comes to implementing a Content Marketing Strategy, having good content is key. Also, by looking at your marketing funnels and segmenting your audience into personas based on the previous information they provided you with, you can determine who your key buyer personas are.
From here, you can then begin to create and implement a tailored Content Marketing Strategy. Typically, it helps if you already understand how each buyer acts at each step in your marketing process.
What are the benefits of creating a Buyer Persona profile for your Content Marketing Strategy?
If you create a specific profile for the type of customer you’re aiming your product or service towards, it will be easier for you to understand how to tailor your content so that it appeals to your customer types.
Whether it’s a B2B (business-to-business) or B2C (business-to-consumer) market that you are operating in, having a persona profile checklist to refer back to when creating content marketing strategies will greatly impact the success of your campaigns.
Having content that is relevant will make it easier for you to direct your campaigns towards the right people.
If I am operating a business that has both B2B and B2C clients, do I need to have separate buyer persona profiles for each?
With B2B marketing, it is important for you to identify the business types that you hope to engage with, as well as the businesses who you are likely to sell to.
You will probably already have a general idea of who you do business with, but it is worth taking the time to go through your sales figures and CRM records in order to identify similarities across your best buyers, and to track the types of buyers that you see the most often.
The B2B buying process gives us a clear indication and example of when personas are required. However, just because two of your B2B buyer personas are working at the same company, it does not mean that they have the same pain points. So, you may need to have a tailored content marketing strategy for two or three separate clients in the same company.
With B2C personas, the buyer personas are slightly more straightforward, although that doesn’t mean that they are easy to create and get right, particularly if you have never created a buyer persona before. Learning what the demographic variables are of your target audience and including relevant content in your strategy is the key thing to remember.
Once you have attracted these customers, you will want to retain them and keep them interested in your activity. This can be achieved by being specific and consistent with your content, and by always ensuring that your content is relevant and relatable for your buyer personas.
Your content marketing strategy should not be general, it needs to specifically tailored to your personas, even if you are operating a business that is successful. The intention of your content should be to change or enhance the behaviour of your customers.