In the age of digital technology, one of the most sought-after strategies – that marketers have been exercising – is content marketing. You might be considering content as the king, till today, but little do you understand that your audience is the one which rules.
Your aim might be to create a great quantity of key-word stuffed content. But note that, audience-friendly content – that’s rather engaging than persuasive – is equally important, if not more.
Imagine this, you love to solve puzzles over social media and have a thing for luxurious fragrances. You come across a blog post that includes a quiz, and solving it might give you a chance to win a perfume. Would you not get attracted and engaged with the idea behind the post? You might even end up checking the brand’s website and their other offerings.
What is a Persona, and what’s the need for it?
Content-driven by persona is absolutely essential to hook your audiences with your e-commerce brand. The personas are the fictional figures that you make to represent your audience. They generally are the reflection of your target audiences and help you to keep them glued to your brand.
“Personas are not just made to catch your audience’s attention; they guide your overall content strategy including deciding the right tone, content format, and topics to explore.”
Construction of personas with a marketing angle is not everybody’s cup of tea. The term per se articulates different challenges of research related to your brand’s vision and mission. Not to mention the fact that the content piece must be informative, entertaining, and useful.
To craft the content basis persona, you can’t afford to avoid the following mentioned steps. Read on to take your content on the right track!
5 Steps To Craft Persona Driven Content Marketing!
1. Construct your ideal buyer’s persona with the help of data
The foremost step is constructing the sketch of the customer you want to target. Some marketers often make mistakes by imagining and visualizing the persona without going deeper into their company’s data. But, your data has all the answers to build a 360-degree factual character sketch and will become the foundation of the persona. Look for the answers including – what does s/he does, her/his job title, what does s/he loves to eat (if you’re a food brand).
|Quick tip: Don’t hesitate to use your customer database including social media analytic tools such as Facebook and Twitter analytics. This will give you an in-depth understanding of your customer’s behavior and preferences.|
2. Examine the specific challenges, and obstacles your character witnesses
In this step, you have to put on the shoes of a salesman and put an emphasis to articulate the type of content that can convert. For that, you must look for the problems and challenges your fictional persona might encounter on a day-to-day basis. While making your content plan, tick all the troubles you think – from your data – your character sketch encounters. By doing that, you are actually making a list of struggles that your actual customer base witnesses. This will brief you about their expectations and assist you to incorporate your product into the content at the right time!
“This can help you create the problem-solution type of marketing content – where you create a fear appeal by showcasing a problem. Then you immediately incorporate your product and give them a solution to the problem.”
3. Sense the niche topics and content pieces you want your audience to consume
Now that you have made your fictional character basis your audience, don’t take a halt as your work has just begun to get started. In this step, content takes the front seat. You can start by checking up on the stories and posts you want your customers to feed on. You can also design industry-related topics in which you can incorporate your offerings. The aim is to associate your story with the buyer’s persona’s interests and hobbies.
“Numbers don’t count to shape your content strategy, but the quality and relevance do.”
4. Check the communication patterns and the media form they use
Keep a check on the form and type of media your personas swear by! If they love to binge upon OTT platforms, then curate content strategy basis that type. Create a media mix that’ll help you produce a variety of content for your audiences.
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5. Map your content at the right time
Time is one of the most crucial aspects when it comes to delivering content to your audiences. Checking upon the facts such as, when your buyer persona comes on social media, or when he/she is available to check e-mails often helps you define a successful content marketing strategy. So don’t throw your content without planning strategically. Decide the time and occasion and then make your delivery to increase the traffic.
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Always remember that there’s a lot of content online that people don’t pay attention to. But with the advancement of technology, consumption has also increased. So, keep an eye on the delivery of the right content at the right time to the right people.