“Are you talking to me”A Guide to “Persona-Centric”

Content Marketing

Getting Started

• Create customer-centric content that is specific and valuable to your target audience. 

• Developing and using personas is critical to your online search and digital marketing success.

• Customer’s shouldn’t have to ask, “Are you talking to me?”

Who Are You?

Personas are…

• fact based• fictional representations

…Of your ideal customer, created using quantitative and qualitative data.

You need know who your customers are and where they go to gather their information.

Step 1Creating a Framework

The first step lies in your existing sales data.• What was purchased?• When and how often was it purchased?• Client’s name• Company name• Job title• Purchase location • Demographic information

Step 2Adding the Details

Now that you have a framework, it’s time to add some details:• Who are they?• What are they looking to accomplish?• What is driving their decision making

process?• Where do they buy?• When do they buy?• How do they find information?

Step 3From 2D to 3D

From those details, we add personalities and motivations:• What is a typical day in their life?• What problem are they working to

resolve?• What do they value most?

Step 4Putting it All Together

The final step is putting all of that information into a cohesive package. A short example would be:

• Women• Cooking• Enjoys music =• 18-25• Twitter, Pinterest

Judy is 24 years old and enjoys listening to music and cooking new kinds of food. She finds most of her recipes on Pinterest, but also follows a number of food blogs on Twitter.

What to Keep in Mind

Once you understand who your personas are and where they go for information, you’ll know where to allocate your resources.

Personas help you:• Determine content relevant to you target

audience• Understand where they search for

information and what they will respond to

What to Keep in Mind

Personas help you:• Understanding your customers, their motivations

and how to effectively craft strategies to provide value.

• Target and reach out to the people most likely to respond to your message.

The Goal

Determine the content relevant to your target audience.

Understand where they go to search for information, and what they respond to.

The Goal

Understand who your customers are, what motivates them, and how to effectively speak to them.

By focusing on those most likely to respond, you nurture trust and build relationships by providing value.

What Personas do is…

• Inform your content• Develop a deeper understanding of your

potential customers• Give a deeper insight into your own

business• Focus your message the meet the needs of

your customer• Drive traffic to your website• Increase sales

References

Images found at:

http://aboutagadabout.wordpress.com/2011/02/08/taxi-deductible/

http://www.wikihow.com/Draw-People

http://nerdywithchildren.com/making-diy-jigsaw-puzzles-piece-by-piece/