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Content Marketing
Develop your strategy – or fail.
Part 1: Develop Personas
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
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?
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?
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?
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?
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?
Are our products unique?
• Do we offer anything
different than our
competitors?
• Do you feel differently when
buying our products when
compared to competitors?
Focus Group
How can you conduct a focus group?
Well, it depends on your budget.
Paid online services ($30,000-plus)
• Netbase.com
• Radian6.com
• Converseon.com
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.
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.
More on this topic Check out the blog

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Establishing Content Marketing Personas

  • 1. Content Marketing Develop your strategy – or fail. Part 1: Develop Personas
  • 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. 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. 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. 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. 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. 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. 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. Focus Group How can you conduct a focus group? Well, it depends on your budget. Paid online services ($30,000-plus) • Netbase.com • Radian6.com • Converseon.com 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. 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. More on this topic Check out the blog