Buyer PersonasBuyer Personas

Buyer Personas

Written by Axonn on 22nd Apr 2015

Do you know who you’re creating content for? Do you really know? Are you sure?

If you’re sure, do you know how they interact with your content throughout each stage of the buying cycle?

The reality is that consumers and business buyers complete up to 70 per cent of the purchase journey before there is any contact with sales. This means that long before someone is signed up to your newsletter for the first time or sends you a tweet, they are likely to be checking out the products on your site, reading your blog and watching your videos. Do you know who is considering your brand right now? How can you form a real connection with them?

If you try to please everyone with your content, you risk being too bland and not offending anyone, but also not exciting anyone either. The key is to figure out who exactly your target audience is and then create content for them.

If you try to please everyone with your content, you risk being too bland and not offending anyone, but also not exciting anyone either. The key is to figure out who exactly your target audience is and then create content for them.

David Meerman Scott, author of The New Rules of Marketing & PR, hits the nail on the head: “People want to do business with people. We’re human, and we crave interaction with people who know us. When you build content especially for your buyer personas, you build a relationship with people before you’ve even met them.”

So now you’re convinced, how can you put it into action?

The first step is to download our guide, which covers:

  • What are personas?
  • Why do we need personas in content marketing?
  • How can marketers create personas?
  • The 10 questions your persona needs to answer

 

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