Audiences are the mainstay of any campaign. Any marketer knows that even the most brilliant marketing strategy will fall flat if not targeted at the right audience. Likewise for Content Marketers. Those words, those videos, images, Gifs, PPTs, which you have painstakingly doled out, will have absolutely NO meaning if it does not get through to the actual audience. Moreover, how do you zero into the right audience who would lap up your content and help you keep your client content? It is Audience Personas.

1. February, 2016
http://www.camasmedia.com/
By Camas Media

2. WHAT IS AN
AUDIENCE PERSONA
• A composite sketch of a key segment of the target audience
• Helps content marketers streamline the most relevant content
• Without a proper persona content generation is likely to centre around
what you know best rather than the content your audience desires

3. WHY CREATE AN
AUDIENCE PERSONA?
Audience persona not only
helps content marketing but
also product development,
sales and customer
acquisition and retention
Having documented
personas will help in making
detailed strategies & also
serve as a sounding board
for all business ideas

4. HOW TO CREATE A PERSONA?
STEP - 1
1. Who is she/he?
2. Profession
3. Employment
type/sector
4. Day in a life
Picture your ideal
customer/consumer.
Ask questions which
can narrow your
search

5. HOW TO CREATE A PERSONA?
STEP - 2
Consider the customer concerning their role in
your buying cycle and its evolvement
• What challenges does the customer face?
• What gaps is the customer looking for to help ease the
challenge?
• Is the customer the primary decision maker or is influenced
by a chain
• of command?

6. HOW TO CREATE A PERSONA?
STEP - 3
Consider using details of the customer’s
content preference and consumption patterns
• How does the customer access information?
• What is their preferred source of information?
• What time of the day are they most likely to look for the required
information?
• How many hours on an average do they spend on social media?
• How often are they exposed to relevant content?
• What is the trusted source of information?
• Do they get information through word of mouth?

7. SOURCES OF INFORMATION
Google Consumer Surveys
• GCS have an edge over other crowd-sourcing
surveys to build buyer personas
• Respondents who answer questions become
eligible to access premium content
• Beneficial not only for data sourcing for also
to get potential customers converted
• Marketers can use the GCS as an additional
tool to understand consumer patterns
• The tool is enabled to gather important
demographic and geographic information

8. SOURCES OF INFORMATION
Quora
This Q&A website is a
potential storehouse of
consumer’s thoughts,
preferences, and
behaviors.
By posting targeted
questions on Quora helps
understand more deeply the
audience’s point of view,
interests and zero in on
topics that are likely to
engage them most

9. SOURCES OF INFORMATION
Other Sources of Information
SURVEYS DIRECT INTERVIEWS A/B TESTING
WEBSITE FORMS ANALYTICS DATA SALES TEAM

10. Things to Know About Persona
Personas need to be
updated:
Buying patterns may
change over time. It is
important to know who
may or may not be
buying your products
Share them with other
departments:
Personas will help other
departments in the
organization get familiar
with the end consumer
and prospects at a
deeper level
Streamline content
creation for your personas
as they move to the next
phase of the buying
journey:
Persona mapping can
enable to examine the
stages that each persona is
likely to undergo from
beginning to end of a
buying journey, identify
objectives, the information
they might seek/require
and activities of each stage

11. In one sentence
Camas Media is an online perception management company that
creates content driven digital experiences for a new type of consumer. To
know more about us connect with us on
Camas Website
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