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Twitter: @topfloortech
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Persona Development
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Twitter: @topfloortech
Presenters:
Denny YunkDirector of Marketing
@dennyyunk
Cal FidlerContent Marketing
Specialist
@Cal_Fidler
+Developing PersonasWhat is a persona?Why are personas important?What should a persona include?How do you create a persona?How many personas do you need?Challenges in creating personas
Twitter: @topfloortech
+Content Marketing Step by Step Guide
Determine Goals
Understand your Audience
Select Content Topics
Create Editorial Calendar
Create/Collect Content
Publish Content
Twitter: @topfloortech
+Content Marketing Step by Step Guide
Determine Goals
Understand your Audience
Select Content Topics
Create Editorial Calendar
Create/Collect Content
Publish Content
Twitter: @topfloortech
+What is a persona?
A model of a particular type of person who will (hopefully) read and interact with your content marketing which will increase their chances of taking some desired action.
Twitter: @topfloortech
+What is a persona?
A model Based on behaviors, priorities, and goals
Of a particular type of person Customer Business partner Job seeker Industry expert
Who will (hopefully) read and interact with your content marketing
Which will increase their chances of taking some desired action Making a purchase Giving you a referral Applying for a job
Twitter: @topfloortech
+Why are personas important?
They force us to gain a better understanding of specific types of people.
They help us to create compelling, targeted messages that those people will find valuable.
They clearly define our audiences so that everyone involved with content marketing shares a common understanding of the audience(s).
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Twitter: @topfloortech
Persona ≠ Market Segment
Persona:
Behavior-based Goals Influences Processes Roles Responsibilities
Market segment:
Profile-based Age Gender Income Geography Budget
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Twitter: @topfloortech
What should a persona include?
Behaviors
Priorities
Influences
Responsibilities
Roles
Processes
Opinions
Preferences
Not:
Demographics
Trivia
Fluff
Optional:
User story
Twitter: @topfloortech
+How do you develop a persona?
1. Start with assumptions Maybe even use actual people as representatives of a persona.
2. Gather input from customer touchpoints Sales Customer service Human resources
3. Develop a set of interview questions
4. Interview the best examples of each persona from among your current customers, partners, and employees.
5. Revise and refine your personas
6. Make them available to all stakeholders
7. Periodically review, update, and add as needed.
Twitter: @topfloortech
+How many personas should you have?
As many as you need.
As few as you can get away with!
Start with one or two. Pick the highest priorities (customers/prospects)
Add as needs/opportunities arise.
Consider whether existing personas can be split into multiple, more narrowly-defined personas.
Twitter: @topfloortech
+What kinds of personas should I develop? Buyers
Users
Prospects
Job seekers
Industry influencers
Fans
Service technicians
Dealers/distributors
Media
Twitter: @topfloortech
+What kinds of personas should I develop? Buyers
Users
Prospects
Job seekers
Industry influencers
Fans
Service technicians
Salespeople
Media
• Technical• Economic
• New • Experienced
• Entry-level• Management• Creative• Technical
• Dealers• Distributors
• Those that like your product• Those that don’t like your product
• Those that know they need your product• Those that use a competitor’s product
Twitter: @topfloortech
+Challenges in persona development
Making stuff up (false assumptions)
Getting out of your head and into your customers’ heads
Not specific enough
Too many personas
The wrong personas Or the right personas in the wrong order
Irrelevant trivia
Over-thinking
Twitter: @topfloortech
+Persona development resources
Twitter: @topfloortech
+For further inspiration
Content Marketing Institute’s “Audience” blog: http://contentmarketinginstitute.com/audience/
Buyer Persona Institute http://www.buyerpersona.com/ E-book, “The Buyer Persona Manifesto”
Hubspot Library of persona templates
Pardot Persona development case study