Storytelling is a large component for modern marketing campaigns, as content creation has become a critical element for the buyer’s journey. Not only are marketers developing relevant content to help audiences make more informed decisions, they’re also positioning their companies as valuable resources in the digital space.
On the other hand, developing content that’s timely and relevant can be challenging and time consuming. Strong content strategies are built purposely with specific audiences and needs in mind. We must first learn more about the audience, and we must take some time to identify and distill the key messages that will resonate with these audiences.
Defining Marketing Personas
Customers and potential customers take their own buyer’s journey based on distinct needs, interests, habits and trends, so it’s important to consider those unique experiences when developing content. Some folks are ready to make a purchase, others are still considering options, and some haven’t even found your content yet.
Learning more about your audiences can help you tailor content for those critical moments when buyers express interest. This can mean the difference between converting leads and missing potential sales. Leveraging marketing personas is a great way to creating stronger content that fits specific audience needs.
Personas are fictionalized characters based upon data gathered from customers and potential audiences in a number of categories. The data is analyzed and reorganized to describe and reflect the attributes of real people in your audiences. Some categories can include:
- Media habits
- Buying preferences
- Behavioral patterns
- Job description
- Career experience
- Education level
- Pain points/Motivations
- Job keywords
- Product/Service needs
Used to personify your character, this data helps marketers and salespeople gauge customer drivers, beliefs, backstories, personality traits, fears and more. Here’s an example: