Content creation based on buyer persona

Small Business Marketing

Create Powerful ContentBased on Your Buyer Persona

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Genevieve LachanceVA Simple Services

Digital & Social Media Marketing

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Content marketing is focused not on selling, but on simply communicating with customers and prospects. The idea is to inspire business and loyalty from buyers by delivering "consistent, ongoing valuable information." wikipedia.org

If you’re not content marketing You’re not marketing

contentmarketinginstitute.com


Narrowing your market and focusing on a particular niche is really important but you also need to go further and understand your buyer persona to be able to craft targeted messages and content which will attract the right customers.


BUYER PERSONA is a representation of your ideal customers which provides a detailed description of a typical buyer or target audience.

Represents the customers who are most likely to purchase what you offer


Steps to Targeted Content Creation

Create relevant and valuable content that will attract the right customers

1Answer Questions 2Create a

Buyer Persona

3Craft your Targeted Message


ANSWER QUESTIONS to identify Buyer Personas

1


Answer some of the following questions

GenderAgeJob descriptionFamily and marital statusFinancial situationEducationGeography

Daily activities HobbiesHabitsHow do they use the webTheir challenges or pain pointsTheir goalsWhat are their most pressing needs

You may have to figure out several different buyer persona based on your various products or services.

You’ll likely be more successful if you focus on connecting to each different buyer persona individually.

DIFFERENT PERSONAS


CREATE YOUR BUYER PERSONA

Use your answers to create a buyer persona for your target market

2

Focusing on developing your buyer persona(s) which represents the customers who are most likely to purchase what you offer will make it much easier to create content that will attract, educate and resonate with those potential customers.

TIE TOGETHER THE BUYER PERSONA TO YOUR CONTENT

Buyer Persona ExampleFictitious Business»Custom Ceramics Business selling their unique

creations online to customers all over the United States and Canada

Specific Product»Special Line of Custom Ceramics for weddings gifts


Female in mid to late twenties Professional & college graduate Engaged to be married Living in her first home in the suburbs

with fiancé somewhere in the US Average family income $90,000+ No children yet Crafty, environmentally conscious,

enjoys lifestyle TV shows, she’s a great cook and likes to entertain

Tech savvy, follows a few blogs, use Pinterest and is a long-time Facebook user

She’s getting married in the next year.

Who is your ideal Buyer?

Example Buyer Persona


Example Challenges and Pain Points

• Example Buyer persona’s challenges are to find items to add to her wedding gift registry which represents her personality and will not only be useful but also will be one of a kind items that she can pass on to her own children in the future.

• Example Buyer persona’s main pain points are that most of the gift ideas are very generic and doesn’t reflect her personality. As well, her guests live around the globe and don’t all have access to the same retail stores.


3 CRAFT YOUR CONTENT

Tie your Buyer Persona to your Content

By defining a Buyer Persona, you will be able to figure out: The kind of content you need to create and the format

you should use How can you solve their pain points The tone and style you should use The topics you should focus on The type of content that will make them tick or produce

a desired reaction

YOUR CONTENT AND TOPICS SHOULD SPEAK DIRECTLY TO YOUR TARGET CUSTOMER


CREATING CONTENT FOR OUR BUYER PERSONA EXAMPLE

Use your buyer persona, their challenges and pain points

Content ExamplesThese are examples of how you could create your content around the buyer persona previously illustrated.

»Knowing that this ideal customer is on Pinterest and Facebook, creating visual content would also be important.

»The content and topics should be created around the business and the products offered.


Target your content to your buyer persona

Examples of Possible TopicsAnything about weddingsGift givingCraftsNewlywedsHosting partiesBuying a first home

Using unique items for home décorAdvantages of online stores How to pick unique piecesCreating family heirloomsHow to buy environmentally friendly gifts


Buyer personas are necessary for helping you understand who you are selling to, what their pain points are and how your products or services can be applied to meet their needs. Most importantly, your content should provide value to your ideal customer.

Why are Buyer Personas important for your Business


Remember that just like your marketing strategy, your buyer persona may change or evolve over time so make sure to review and adjust accordingly.