1. “Are you talking to me”
A Guide to “Persona-Centric”
Content Marketing

2. 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?”

3. 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.

4. Step 1
Creating 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

5. Step 2
Adding 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?

6. Step 3
From 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?

7. Step 4
Putting 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.

8. 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

9. 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.

10. The Goal
Determine the content relevant to your
target audience.
Understand where they go to search for
information, and what they respond to.

11. 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.

12. 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

14. 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/