February, 2016

http://www.camasmedia.com/

By Camas Media

WHAT IS AN

AUDIENCE PERSONA

• A composite sketch of a key segment of the target audience

• Helps content marketers streamline the most relevant content

• Without a proper persona content generation is likely to centre around what you know best rather than the content your audience desires

WHY CREATE AN

AUDIENCE PERSONA?

Audience persona not only helps content marketing but also product development, sales and customer acquisition and retention

Having documented personas will help in making detailed strategies & also serve as a sounding board for all business ideas

HOW TO CREATE A PERSONA?

STEP - 1

1. Who is she/he?

2. Profession

3. Employment type/sector

4. Day in a life

Picture your ideal customer/consumer. Ask questions which

can narrow your search

HOW TO CREATE A PERSONA?

STEP - 2

Consider the customer concerning their role in your buying cycle and its evolvement

• What 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 chain• of command?

HOW TO CREATE A PERSONA?

STEP - 3

Consider using details of the customer’s content preference and consumption patterns

• How 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?

SOURCES OF INFORMATION

Google Consumer Surveys

• GCS have an edge over other crowd-sourcing surveys to build buyer personas

• Respondents who answer questions become eligible to access premium content

• Beneficial not only for data sourcing for also to get potential customers converted

• Marketers can use the GCS as an additional tool to understand consumer patterns

• The tool is enabled to gather important demographic and geographic information

SOURCES OF INFORMATION

Quora

This Q&A website is a potential storehouse of consumer’s thoughts,

preferences, and behaviors.

By posting targeted questions on Quora helps

understand more deeply the audience’s point of view, interests and zero in on topics that are likely to

engage them most

SOURCES OF INFORMATION

Other Sources of Information

SURVEYS DIRECT INTERVIEWS A/B TESTING

WEBSITE FORMS ANALYTICS DATA SALES TEAM

Things to Know About Persona

Personas need to be updated:

Buying patterns may change over time. It is important to know who may or may not be buying your products

Share them with other departments:

Personas will help other departments in the organization get familiar with the end consumer and prospects at a deeper level

Streamline 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

In one sentence

Camas Media is an online perception management company that creates content driven digital experiences for a new type of consumer. To know more about us connect with us on

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