Audience Personas for Content Marketing

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<p>Audience Personas for Content Marketing</p> <p>February, 2016 Camas Media</p> <p>1</p> <p>WHAT IS ANAUDIENCE PERSONA</p> <p>A composite sketch of a key segment of the target audience</p> <p>Helps content marketers streamline the most relevant content</p> <p>Without a proper persona content generation is likely to centre around what you know best rather than the content your audience desires</p> <p>2</p> <p>WHY CREATE ANAUDIENCE PERSONA?</p> <p>Audience persona not only helps content marketing but also product development, sales and customer acquisition and retention </p> <p>Having documented personas will help in making detailed strategies &amp; also serve as a sounding board for all business ideas</p> <p>3</p> <p>HOW TO CREATE A PERSONA?STEP - 1</p> <p> Who is she/he?</p> <p>Profession Employment type/sectorDay in a life</p> <p>Picture your ideal customer/consumer. Ask questions which can narrow your search</p> <p>4</p> <p>HOW TO CREATE A PERSONA?STEP - 2</p> <p>Consider the customer concerning their role in your buying cycle and its evolvementWhat challenges does the customer face?What gaps is the customer looking for to help ease the challenge?Is the customer the primary decision maker or is influenced by a chainof command?</p> <p>5</p> <p>HOW TO CREATE A PERSONA?STEP - 3</p> <p>Consider using details of the customers content preference and consumption patternsHow does the customer access information?What is their preferred source of information?What time of the day are they most likely to look for the required information? How many hours on an average do they spend on social media?How often are they exposed to relevant content?What is the trusted source of information? Do they get information through word of mouth?</p> <p>6</p> <p>SOURCES OF INFORMATION</p> <p>Google Consumer SurveysGCS have an edge over other crowd-sourcing surveys to build buyer personas</p> <p>Respondents who answer questions become eligible to access premium content</p> <p>Beneficial not only for data sourcing for also to get potential customers converted</p> <p>Marketers can use the GCS as an additional tool to understand consumer patterns</p> <p>The tool is enabled to gather important demographic and geographic information</p> <p>7</p> <p>SOURCES OF INFORMATION</p> <p>Quora</p> <p>This Q&amp;A website is a potential storehouse of consumers thoughts, preferences, and behaviors.</p> <p>By posting targeted questions on Quora helps understand more deeply the audiences point of view, interests and zero in on topics that are likely to engage them most</p> <p>8</p> <p>SOURCES OF INFORMATION</p> <p>Other Sources of InformationSURVEYSDIRECT INTERVIEWSA/B TESTINGWEBSITE FORMSANALYTICS DATASALES TEAM</p> <p>9</p> <p>Things to Know About PersonaPersonas need to be updated: </p> <p>Buying patterns may change over time. It is important to know who may or may not be buying your productsShare them with other departments: </p> <p>Personas will help other departments in the organization get familiar with the end consumer and prospects at a deeper levelStreamline content creation for your personas as they move to the next phase of the buying journey: Persona mapping can enable to examine the stages that each persona is likely to undergo from beginning to end of a buying journey, identify objectives, the information they might seek/require and activities of each stage</p> <p>10</p> <p>In one sentence</p> <p>Camas Media is an onlineperception managementcompany that createscontent drivendigital experiencesfor anew type of consumer. To know more about us connect with us on Camas WebsiteFacebookTwitterLinkedIn</p> <p>11</p>