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How Buyer Personas Can Improve Your Content Marketing

When you start your business, there are many questions that must be asked. But there is one question that rules above all: “Do I know the buyer personas of my clients and/or brand?”

5 Ways Buyer Personas Can Improve Your Content Marketing Efforts

Have you discovered who the buyer personas are for your clients and/or brand?

Often times, your client will not have the budget or time for audience research. Neither will you. That’s totally normal in today’s business world.

Maybe you’ve already created a range of buyer personas, identifying who your audience is – what drives them, what their frustrations are, and so on. If you have already carefully developed these audience personalities, how does each improve your content marketing efforts?

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Give Me Five Steps For Applying Buyer Personas to Content Marketing

Sadly, there are a few more questions you need to ask before applying each persona to content marketing.

 

  • What’s the biggest problem they’re facing?
  • Can you speak their language?
  • What are the right (or better) questions?
  • When is the right time?
  • Where are they hanging out?

1. What’s The Biggest Problem They’re Facing?

If you can identify what the biggest problem they’re facing is, keeping them up late at night, you have their attention.

By crafting your content based on that problem and its pain points, offering positive solutions, they’ll become more engaged with the content, potentially becoming your next prospect.

We’re emotional creatures and will often engage with a piece of content no matter the platform because it has an emotional impact in some form or another. Creating a Call-to-Action in a piece of content that provides a solution to the problem they’re facing, the seed is planted sort of speak.

In other words:

“People don’t buy products, they buy feelings” – Tony Robbins

2. Can You Speak Their Language?

Now your prospect is engaging with your content. What’s next? You have to speak their language.

Why is that?

For two reasons:

  • Trust
  • Why Should They Pick You?

Think about how we use different tones of voice throughout the day. Would you talk to your significant other the same way you would with your boss? Getting their language right in your next piece of content is crucial. Is it engaging? Is it relevant? Or will they skip to another page on your site? Or worse yet, to your competitors’ site?

It’s one thing to get your prospect to the page, but another to keep them engaged, wanting to learn more about what else your company offers.

Imagine you’re speaking with your desired audience face-to-face and how you can solve all their pain points.

3. What Are The Right (or Better) Questions?

As you may well know, content marketing is about answering the right questions at the right time.

Those questions are born from what your reader is thinking, wanting, what they’re worried about. Keep in mind that it is about them, not you.

You’re not going to finish reading a piece of content that doesn’t “speak to you”, right? So don’t write a piece of content that doesn’t speak to what your audience wants and needs to hear.

Build a content map based on what questions they’re asking the most at each stage of the sales funnel or “buyer’s journey”.

4. When Is The Right Time?

There may be a wide number of marketing techniques you’re throwing out there right now but there is just ONE that will rule them all any day of the week.

Do you know what technique is?

Word of Mouth!

That’s right. Word of Mouth will forever remain as the #1 form of marketing. Why? While there are many forms of marketing, media tools and so on, word of mouth can make or break a business.

When we’re searching for a new business, restaurant, gym, etc. we tend to “judge” them based on their reviews, right? After reading a few reviews, we’re left with either a negative or positive feeling. In a way, you’re seeking certain answers based on questions or concerns you have about the business and what they offer.

Most businesses will use Relationship Management techniques to circumvent reviews by curating content that answers the potential prospects questions or concerns, creating a positive feeling. When that positive feeling is acquired, they’re more likely to engage with the business by using the contact form or calling the business for more information.

What does this mean for your content marketing efforts?

In short, create a content map based on the right questions and release them at the right time, circumventing their concerns, creating a positive experience.

This creates an environment where stress is reduced and where they will feel more connected to your brand.

5. Where Are They Hanging Out?

Alas, the final stage of content marketing is understanding where your audience hangs out at. Knowing this, you’ll know exactly where you need to be at all times.

You’re going to spread yourself too thin by trying to be everywhere. Being everywhere, you’re risking spending too much time creating and sharing content that doesn’t engage with your audience nor has any relevance.

Questions to ask yourself:

  • What social media channels do they frequent?
  • What high-profile sites do they frequent for reference?
  • Are they local? Where is their watering hole?

Blasting your content all over most if not all social media channels is just pure laziness. Sadly, many marketers still do this to minimal effect.

Tailor your content to each social media channel, audience and persona type, and so on. By doing so, you’re going to maximize both your reach and engagement and possible return on your investment.

Lastly, determine what type of content each audience type and persona engages with the most i.e. webinar, video, podcast, blog, quizzes, tools, listicles, etc.

In Summary, Buyer Personas Will Improve Your Content Marketing Efforts

By better understanding your audience type and buyer personas, the better your content strategies and efforts will become.

In summary, walk through these five steps to apply the right persona to each audience type for your content marketing efforts:

  • What’s the problem?: Use their pain points in your content to get their attention.
  • Speak the language:  Get the right level and tone of voice to engage your prospect.
  • The right questions…: Know what questions your persona will have in their mind.
  • …At the right time: Know at what stage of the journey they will be asking those questions so that you can be there with the answer.
  • Be where they are: Know where your prospect will hang out online (or offline) so that you can be there with content to get their attention

Source: Search Engine Journal

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