Any business or institution exists for a purpose. The goal of your content marketing strategy is to clearly define that purpose and build relevant, relatable, conversational and useful content around it that evokes your customers' interest in you. Traditional marketing has always been about getting products and services in front of the right audience. Content marketing is about combining the informational needs of your customers with your business objectives. And no matter where your company is on the content marketing maturity model... content aware, thought leader or a storyteller, content marketing is not an all or nothing proposition. Your evolution goal should be from creating content for core buyer personas to creating content for influencers ultimately culminating in creating demand for products and services audiences may not know exist yet.
DEFINING YOUR AUDIENCE PERSONA
You are not the target of your content. Which means that you have to understand the wants and needs of your audience. A persona definition is critical in getting to know who it is you are talking to and with. Especially when you are working with diverse in-house or third party contributors. The persona is who keeps everyone on the same page and gives context to the content being developed. You will need to build a persona for every group you create content for. And even if it sounds overwhelming, starting your persona building is rather easy. Just ask, who is he or she? What does the average day look like for him or her? What are his or her needs (and not in relationship to the products or services you are selling)? What are his or her informational needs and pain points as it relates to the stories you tell? Why would this person care about you?
CUSTOMER INSIGHT & RESEARCH
CHANNEL & CIRCULATION SELECTION