Persona’s Impact – On Your Content Marketing
When looking to develop content for a new partner at our agency, one of the first things our content team asks is whether or not the client has buyer personas. It’s an important question because buyer personas — also known as customer profiles or audience personas — are critical to your online marketing success, but also to content marketing success specifically. In fact, they’re one of the key elements to a solid content marketing strategy. Without having a clear understanding of who your company is trying to reach, it’s like you’re taking a shot in the dark.
Over the past few weeks, we have been diving into how a persona’s impact not only affects your company’s social media marketing but your overall marketing strategy in general. Especially from a houseware’s content perspective, personas up the likelihood that you’ll reach the right people and have more luck connecting with them so they engage with your company and your brand! Therefore, buyer personas have a critical impact on your entire content marketing strategy and put you ahead of the game from the start. As we have been venturing into discovering the impact a buyer persona has on one’s marketing, let’s take a look at a few of the ways our content marketing team here at epower at home uses buyer personas and how you can use them to strengthen your content marketing strategy.
Think of how you’d write a letter to a stranger versus your boss, your mom, or even your best friend. They’d all probably sound a little different, wouldn’t they? The same goes when writing to your company’s target audience. By asking the right questions and conducting research, personas allow you to better understand exactly who you’re writing to on a deeper level. That, in turn, allows you to craft content that addresses specific needs, which helps foster loyalty, trust, and sales. When our content team puts together a content strategy for any housewares manufacturer, the impact that personas serve as a baseline for all research, writing, and editing — from topic research and the editorial calendar to the actual writing and search engine optimization process. Personally, well-researched personas allow us to put ourselves in the end-customers’ shoes and think about the type of content they’d be interested in, how and why they’re reading something, and what’s really important to them. As we then go and write the content, we have a clear idea of the questions, problems, or hesitations their readers may have and we’re able to address them through content in a tone and format they connect with. When the readers then resonate with the content piece, that in turn spurs brand awareness, trust, customer loyalty, and sales over time.
You get more bang for your buck with content when you have a solid distribution strategy — and personas are a key component of that. Researching how and where a manufacturer’s target audience is spending time makes it much easier to determine what social media and traditional platforms they should be utilizing to reach them and how much advertising budget they may want to put behind each content piece to help increase content success on specific platforms. Personas make it easy for our content team to quickly and accurately make recommendations to both our houseware partners and team members about when and where content should be shared and distributed.
In addition to serving as a foundation for more targeted and engaging content, personas come in handy in other ways too. Content tends to change hands a lot, so it’s easy for things to get lost in the shuffle. After our team writes a piece of content, it may then go to our SEO team, advertising team, and social media team for further optimization and input — and that doesn’t even mention graphic designers, web developers, freelancers, or influencers we may be working with on the project. Personas help keep everyone on track, no matter whose plate the content piece lands on. Since everyone involved is working to connect with the same target audience, all the content pieces will naturally align and fall into place more cohesively. It also gives all of a similar point of reference, which improves internal communication and feedback dramatically.
It’s important to note that personas are not a one-and-done project. If the last time you developed personas for your brand was a few years ago, it may be time to give them a fresh look. What works today may not work six months or a year from now. At epower at home, creating buyer personas is our first step to any content strategy, but we’re constantly tweaking, discussing, and adjusting these marketing personas throughout our ongoing houseware partnerships.
Everything is constantly changing and evolving when it comes to digital marketing, so you have to revamp your personas to stay up-to-date. New platforms emerge, algorithms shift, trends begin and fade, and new content types become increasingly popular. Younger generations are growing up, gaining income, and becoming more influential shoppers with unique shopping habits. It’s important to be working proactively to reach these new audiences through targeted content pieces.
So, how do you know when it’s time to re-do or update your personas? Best practice is to give them a big-picture revamp at least on a yearly basis to make sure they align with your goals, data, and best practices. Analytics, social insights, marketing research, and feedback from customers and employees can do a lot to help you tweak your personas on an ongoing basis.
Not sure where to start with creating buyer personas or just need a fresh perspective on your existing audience profiles? We love sharing our passion for digital marketing and helping housewares brands understand how to take advantage of every opportunity available.