As mentioned in our introductory post discussing the importance of creating buyer personas knowing your audience is critical to create killer content. Think of the content you’re creating as the first step in building a relationship with a prospective customer. While they are fictional people, these buyer personas are representations of your customers. To that aspect, your content should be shaped to reach these customers.
Let’s examine some of the ways you can design content specifically for your buyer personas. For example, let’s look at a buyer persona that a retail clothing store created. They decided to target a professional woman in her mid-30s, who loves to shop, goes to concerts frequently, and enjoys wining and dining with friends. She’s attached to her smartphone and is proficient using social media, spending most of her time on Facebook, Pinterest and Instagram, which she uses to showcase her latest clothing and shoe purchases. She shops frequently, always on the lookout for a good sale or bargain- and when she finds one, she’s ready to buy immediately (This does not sound like the author of this post at all. Ahem.).
The clothing company knows a lot about this persona, and they create content designed for her through social media, blogs, and email alerts of sales or coupons. To delve a little deeper into some of their ideas, let’s discuss, shall we?
One of the most important things to remember is that different personas require different information to make their buying decisions, all at different stages in the buying cycle. You need to make sure you have a firm grasp on the details and information your customers require before they decide to make a purchase from you, as well as how to say it and when to say it.
Find out more how buyer personas are key to your content strategy in our free ebook: