Is your content marketing missing a vital ingredient that stops it hitting the mark?
When it comes to creating great content, buyer personas are absolutely essential – otherwise, you won’t know who you’re writing for, what to talk about, and who’s even going to care. You might as well be shouting into wind, or generating a sea of white noise into the oblivion of time and space. Deep, huh?
Chances are you already have some idea of your buyer personas – even if you don’t already have them written down.
But all too often, it’s easy for content marketers to get sloppy when creating their content. Guesswork shouldn’t come into it, which is why you should stick to the questions and challenges you KNOW your ideal clients care about.
Psst! Well, at least that’s the preferable choice – if you’re just starting out, you may have to resort to review sites and places like Reddit and Quora to get a better idea of who is out there looking for your products or services.
That doesn’t mean to say that once you have your buyer personas, you can just shut the book on ’em. In fact, you should always be building on what you have – any chance you get! You can do this by conducting surveys, speaking to your clients face-to-face or on the phone, or even by looking at analytics and internal data.
Want to know how to build up your buyer personas? Check out this great infographic from SingleGrain to learn more:
Did I mention those talented folks at SingleGrain? They made this awesome infographic. Thanks, SingleGrain!
You shouldn’t just stop at content marketing. There’s so much more you can do with your buyer personas!
You can use them to create entire websites – this is known as customer-centric design, and it works. It will involve a lot of effort and planning, and the content aspect should always come first, so only do this when you’re ready to invest a good deal of time and money getting it right.
We’re going to publish more content around buyer personas and their importance in content marketing very soon, so stay tuned!
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