Buyer personas provide essential information about a company's target audience to help build customer-centric and SEO-driven content. They include demographics, psychological attributes, wants, needs, and behaviors. An example buyer persona profile is given for Freddy, a marketing manager, which outlines his core values, beliefs, and key needs. Understanding buyers through personas allows companies to cut through noise by creating hyper-personalized content that speaks directly to the audience. This improves search intent and allows search engines to better understand what information users are looking for. Developing content tailored to buyer personas can start conversations, build relationships, and improve ROI.

1. USING BUYER PERSONAS
TO BUILD CUSTOMER-CENTRIC
& SEO-DRIVEN CONTENT

2. KATHRYN STRACHAN
Managing Director, Copy House
copyhouse.io
/kathryn-strachan
Kathryn@copyhouse.io

3. WHAT ARE BUYER PERSONAS?
A buyer persona tells you
everything essential about
your target audience.

4. WHAT’S INCLUDED?
DEMOGRAPHICS (TOP-LEVEL)
PSYCHOLOGICAL (DEEPER LEVEL)
WANTS/NEEDS
BEHAVIOUR

5. BUYER PERSONA EXAMPLE
Profile:
● Freddy - Male / 37 / Married / 1 child (2 yrs old)
● Lives in Leith (Edinburgh)
● Occupation: Head of Marketing / Marketing Manager
at a Fintech company (point of contact not final
decision maker)

6. BUYER PERSONA EXAMPLE (CONTINUED)
Core values and beliefs:
● Desire to make the world a better place. Strives for
positive change and disruption that provides genuine
value to others.
● Adaptable, resilient and open minded.
● Too busy, feels overwhelmed by his own expectations
and how to meet them.
● Unable to plan 5 or 10 years ahead makes him feel unsafe.
Lack of control, uncertainty and fear of the unknown keep
them awake at night.
● He wishes people working for his company understand
the brand/product fully, feels they are not there yet.

7. BUYER PERSONA EXAMPLE (CONTINUED)
Key needs:
● He is looking for someone (specialist) to make
his life easier. Services that are good quality he
can trust will be done correctly and on budget.
● CEO (final decision maker): He needs to be
assured that he is doing business with an
established and reliable agency at a fair value.

8. WHY BUYER PERSONAS MATTER
Cuts through the noise by creating
hyper-personalised content that speaks
directly to your audience.
● Understand the type of content your audience
will find beneficial & meaningful
● Understand online behaviours (where they
spend their time, keywords they might use, etc.)
● Understand search intent

9. GOOD CONTENT MARKETING IS ABOUT
STARTING CONVERSATIONS
AND BUILDING
RELATIONSHIPS

10. A NOTE ON SEARCH INTENT
Search intent is your audiences’ main goal
when using a search query on a search
engine (like Google).
Updates like Google Hummingbird, Google
RankBrain and BERT allow search engines to better
understand and interpret search intent and then
display results that meet this intent.
As a result…

11. UNDERSTANDING YOUR
AUDIENCE AND HOW THEY
USE SEARCH QUERIES HAS
BECOME EVEN MORE
IMPORTANT

12. THE ROLE OF CONTENT MARKETING
IN BUILDING RELATIONSHIPS
Good content marketing:
Starts conversations
Answers prospects’ questions at scale
Tells an engaging story that your audience sees themselves in
Showcases customer-centric examples and use cases
Nurtures prospects through the funnel
Supports them on their journey by providing clear next steps
with call-to-actions
Builds brand advocacy & loyalty

13. HOW TO CREATE
CONTENT THAT CONNECTS
1 Build buyer personas
2 Understand pain points & dream situations
3 Tailor your strategy to your personas
4 Choose keywords aligned with search intent
5
Write your content as if you’re speaking
directly to one person

14. ROI OF CUSTOMER-CENTRIC CONTENT
Search intent allows you to attract your ideal
audience and generate high-quality traffic
Builds meaningful relationships that foster
trust and loyalty
Makes your sale teams’ job easier by scaling
relationships
Positions you as a trusted industry expert
Builds momentum to deliver long-term results
and get more bang for your buck

15. QUESTIONS