This document discusses how small businesses can create targeted content marketing by developing buyer personas. It recommends that businesses answer questions to understand their target customers, then create detailed buyer persona profiles that represent their ideal customers. The document provides an example of a buyer persona profile for a business selling custom ceramics for weddings. It then suggests that businesses craft content topics and formats that directly address the needs, challenges, and interests of the personas to attract and engage them. Developing buyer personas is important for understanding who a business is marketing to and how to create valuable content for them.

1. Small Business Marketing
Create Powerful Content
Based on Your Buyer Persona

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Presented by
Genevieve Lachance
VA Simple Services
Digital & Social Media
Marketing
For your business Success!
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3. VASIMPLESERVICES.COM
Content marketing is focused not on selling, but on
simply communicating with customers and
prospects. The idea is to inspire business and loyalty
from buyers by delivering "consistent, ongoing
valuable information." wikipedia.org
If you’re not content marketing
You’re not marketing
contentmarketinginstitute.com

4. Narrowing your market and focusing on a
particular niche is really important but
you also need to go further and
understand your buyer persona to be
able to craft targeted messages and
content which will attract the right
customers.
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5. BUYER PERSONA is a representation of
your ideal customers which provides a
detailed description of a typical buyer
or target audience.
Represents the customers who are most likely to purchase what you offer
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6. Steps to Targeted Content Creation
Create relevant and valuable content that will attract the right customers
Answer
Questions
Create a
Buyer
Persona
Craft your
Targeted
Message
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7. VASIMPLESERVICES.COM
ANSWER QUESTIONS to
identify Buyer Personas

8. Answer some of the following questions
Gender
Age
Job description
Family and marital
status
Financial situation
Education
Geography
Daily activities
Hobbies
Habits
How do they use the web
Their challenges or pain points
Their goals
What are their most pressing
needs
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9. You may have to figure out
several different buyer persona
based on your various products
or services.
You’ll likely be more successful if
you focus on connecting to each
different buyer persona
individually.
DIFFERENT PERSONAS
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10. CREATE YOUR
BUYER PERSONA
Use your answers to create a buyer persona for your target market
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11. Focusing on developing your buyer
persona(s) which represents the
customers who are most likely to
purchase what you offer will make it much
easier to create content that will
attract, educate and resonate with those
potential customers.
TIE TOGETHER THE BUYER
PERSONA TO YOUR CONTENT
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12. Buyer Persona Example
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Fictitious Business
»Custom Ceramics Business selling their unique
creations online to customers all over the United
States and Canada
Specific Product
»Special Line of Custom Ceramics for weddings gifts

13.  Female in mid to late twenties
 Professional & college graduate
 Engaged to be married
 Living in her first home in the suburbs
with fiancé somewhere in the US
 Average family income $90,000+
 No children yet
 Crafty, environmentally
conscious, enjoys lifestyle TV
shows, she’s a great cook and likes to
entertain
 Tech savvy, follows a few blogs, use
Pinterest and is a long-time Facebook
user
 She’s getting married in the next year.
Who is your ideal Buyer?
Example
Buyer Persona
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14. Example Challenges and Pain Points
• Example Buyer persona’s challenges are to find
items to add to her wedding gift registry which
represents her personality and will not only be
useful but also will be one of a kind items that
she can pass on to her own children in the future.
• Example Buyer persona’s main pain points are
that most of the gift ideas are very generic and
doesn’t reflect her personality. As well, her guests
live around the globe and don’t all have access to
the same retail stores.
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15. CRAFT YOUR CONTENT
Tie your Buyer Persona to your Content
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16. By defining a Buyer Persona, you will be able to figure
out:
 The kind of content you need to create and the
format you should use
 How can you solve their pain points
 The tone and style you should use
 The topics you should focus on
 The type of content that will make them tick or
produce a desired reaction
YOUR CONTENT AND TOPICS SHOULD SPEAK
DIRECTLY TO YOUR TARGET CUSTOMER
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17. CREATING CONTENT FOR OUR
BUYER PERSONA EXAMPLE
Use your buyer persona, their challenges and pain points
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18. Content Examples
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These are examples of how you could create your
content around the buyer persona previously illustrated.
»Knowing that this ideal customer is on Pinterest and
Facebook, creating visual content would also be
important.
»The content and topics should be created around the
business and the products offered.

19. Target your content to your buyer persona
Examples of Possible Topics
Anything about
weddings
Gift giving
Crafts
Newlyweds
Hosting parties
Buying a first home
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Using unique items for home
décor
Advantages of online stores
How to pick unique pieces
Creating family heirlooms
How to buy environmentally
friendly gifts

20. VASIMPLESERVICES.COM
Buyer personas are necessary for helping you
understand who you are selling to, what their pain
points are and how your products or services can be
applied to meet their needs. Most importantly, your
content should provide value to your ideal customer.
Why are Buyer Personas important
for your Business

21. VASIMPLESERVICES.COM
Remember that just like your
marketing strategy, your buyer
persona may change or evolve over
time so make sure to review and
adjust accordingly.