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Establishing Content Marketing Personas


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Learn more about the first step in content marketing, discovering your audience personas. This slide will give you the steps to get started with your content marketing strategy.

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Establishing Content Marketing Personas

  1. 1. Content Marketing Develop your strategy – or fail. Part 1: Develop Personas
  2. 2. How To Develop a Customer Persona Studies suggest demographic data alone, especially age, should not be used to make large marketing decisions. Create A Focus Group To Get to Know Your Audience
  3. 3. Focus Group Questions • Who are you? • How do you use the Internet? • What are your needs? • Do you care about our brand and products? • Are our products unique?
  4. 4. Who are you? • Who are your close friends and what are their personalities like? • What is your family life like? • What is your sense of humor? • What are your political views? • How did your career develop? • What are you passionate about? • What are your favorite things? • What do you do on the weekend? • What are some of your hobbies?
  5. 5. What are your needs? • What are your daily struggles in life? • How do those struggles make you feel? • What content could you absorb to help with your struggles? • What format should this content come in (video, blog, podcast etc)? o How do you usually solve your struggles? o Where do you look for help and why? o Would you benefit from our product emotionally? • Would your social life improve after using our product? • Would your self-confidence improve after using our product?
  6. 6. Do you care about our brand and products? • Do you “like” brands on Facebook? o Which ones? • Why did you “like” them? o Would you want to be our Facebook Fan? o What type of content would you want to see us share?
  7. 7. How do you use the Internet? • How many hours do you spend on the Internet in a given week? • What are your favorite websites? • What is the first thing you do when going online? • Do you access the Internet on your phone or tablet?
  8. 8. Are our products unique? • Do we offer anything different than our competitors? • Do you feel differently when buying our products when compared to competitors?
  9. 9. Focus Group How can you conduct a focus group? Well, it depends on your budget. Paid online services ($30,000-plus) • • • Research firms or marketing professionals can conduct extensive in-person focus groups. If budgets are tight, consider doing an online focus group using Google + Hangout. If budgets are even tighter than that, ask friends on social media to complete a short survey. You can use Survey Monkey or Google Consumer Surveys to host the survey.
  10. 10. Developing Personas Summary Writing a persona without first understanding your customer could and most likely will mislead you down the road. Assumptions get you nowhere – especially in marketing. Ask questions until your customers stop answering. And then, ask their friends.
  11. 11. More on this topic Check out the blog