How to Target Your Buyer Persona Through Content Marketing

 With the internet at our fingertips, consumers want to make their own buying decisions. People are going online to research and compare different products, services, and solutions without a pushy sales person telling them what to buy. If you still haven't updated your approach to marketing and selling to adapt to this new buying behaviour, now is the time to make the change. You are likely missing out on potential sales.

Not sure where to begin? Think about it: if buyers are looking for information online before they buy, you should be giving them the information they're looking for so they understand your solutions and feel comfortable buying from you. Content marketing involves creating and sharing quality content that is specifically designed to appeal to your target customers. If you're not sure how to get started with your content marketing strategy, we can help! Here's how to target your buyer persona through content marketing.

Identify Your Buyer Persona

The first thing you need to do is spend some time identifying and defining your buyer persona. A buyer persona is an archetypal representation of your ideal customer. This step is often overlooked, but is critical when it comes to content marketing.

You need to create detailed profiles of your ideal customers including their goals, motivations, and behaviour so you can then create the most valuable content you can. All of your content needs to be designed with your buyer personas in mind.

Just because the internet theoretically gives you access to everyone, doesn't mean you should be trying to market to everyone, everywhere. You have limited resources (time, money, and employees) so be efficient. It doesn't make any sense to try to sell to everyone. Focus your efforts and attract relevant prospects in order to see a return on your investment. If done correctly, creating a buyer persona will certainly pay off in the end.

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Do Your Research

Now that you've identified your buyer personas, find out everything you can about them. Gather information regarding your buyer persona demographic and behaviours. Consider job title, role, responsibilities, department, company size, industry, location, and budget. What motivates them? What discourages them? What are their expectations? Identify their concerns and pain points. What is their role in the purchasing process? To get started, talk to your sales team and existing customers. Use all of the information you gather to further develop your buyer persona profile.

Create Quality Content

You must tailor your content marketing accordingly. This is the fun part. It's time to create quality content that appeals to your buyer personas' interests. Blog titles and content should contain keywords that your prospects will likely search. Depending on your buyer persona, you may choose to write using a casual, conversational tone or a more professional tone. Remember, your content should aim to answer any questions your prospects might have. Your goal is to help them along with their purchasing decision.

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Share Your Content

Finally, you want to share your tailored content far and wide, but you need to make sure your target audience sees your updates, so share in the right places. Which social media network does your buyer persona prefer? Where are your prospects spending their time online? How can you get their attention?

Make Adjustments

Over time, you may discover an additional buyer persona that you should also be targeting. Or, you may find that one of your buyer persona's needs have shifted. Customers and their motivations can and will change over time. Update your buyer personas accordingly.

It can be difficult to target customers blindly. Identify and develop buyer personas to help guide your content marketing strategy.

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