Transcript
Page 1: How to Write Buyer Personas for B2B Content Marketing - Point of View

“How to Write Buyer Personas for B2B Content Marketing”

Marcom Productions presents Point of View the on-demand webcast of B2B marketing best practices. I’m Rich Cunningham.Marcom Productions presents Point of View, the on-demand webcast of B2B marketing best practices. I’m Rich Cunningham.

Page 2: How to Write Buyer Personas for B2B Content Marketing - Point of View

Stories. Stories are memorable. Stories are motivational.

Is the B2B content you publish relevant to your audience needs? When you write new content, do you mentally channel your customers?

In this Point of View, we look at five basic elements of how to characterize your target customers with what’s called a buyer persona.

Buyer personas help marketers visualize their ideal customers. These are narrative descriptions of a representative person, rather than an abstract market. With these personal profiles, marketers are able to develop relevant, meaningful content that serves these customers’ needs.

Five Elementsof a

Buyer Persona

Page 3: How to Write Buyer Personas for B2B Content Marketing - Point of View

Stories. Stories are memorable. Stories are motivational.

Personal Biography

Attributes Such As• Age• Gender• Economics• Education• Race• Ethnicity• Etc.

We begin the buyer persona by naming a representative buyer and describing their personal biography. This can include a number of attributes, such as age, gender, economic class, and education, for example. This demographic profile gives us a feel for a typical member of this customer segment.

Page 4: How to Write Buyer Personas for B2B Content Marketing - Point of View

Stories. Stories are memorable. Stories are motivational.

Personal Biography

Responsibility

Attributes Such As• Job Description• Roles• Responsibilities• Challenges• Influence• Reports to• Etc.

The second element in how to write buyer personas is the job description – or more precisely, what are the target customer’s roles and responsibilities. Taking it further, what are the key challenges facing people in this type of position. With this insight, we can improve the relevance of our content by zeroing-in on the topics most appreciated.

Page 5: How to Write Buyer Personas for B2B Content Marketing - Point of View

Stories. Stories are memorable. Stories are motivational.

Personal Biography Aspirations

Responsibility

Attributes Such As• Ambitions• Career Track• Personal Goals• Etc.

Third, what are this person’s aspirations? What are their hopes and ambitions? Where do they see themselves five years from now, personally and professionally? Regardless of where a person is today, how much they’ve achieved, they still want to gain more. Understanding our buyer’s goals gives us a feel for how to motivate these buyers through the great content we produce.

Page 6: How to Write Buyer Personas for B2B Content Marketing - Point of View

Stories. Stories are memorable. Stories are motivational.

Personal Biography Aspirations

Responsibility

Fears

Attributes Such As• Loss of Respect• Loss of Influence• Loss of Income• Loss of Responsibilities• Loss of Love• Etc.

Fourth, what are this person’s fears? What might prevent them from achieving their goals and ambitions? Fear of loss is the greatest motivator. People fear loss of respect, loss of influence, loss of income, the loss of anything they’ve worked to accomplish. People fear a change to the status quo, and the uncertainty and risks that accompany change. With this knowledge, we can develop content that presents the customer with an opportunity to gain, while avoiding a loss.

Page 7: How to Write Buyer Personas for B2B Content Marketing - Point of View

Stories. Stories are memorable. Stories are motivational.

Personal Biography Aspirations

Responsibility

Information

Fears

Attributes Such As• Types• Sources• Industry• Authors• Events• Professional Networks• Social Networks• Etc.

The fifth element in how to write buyer personas is how this target customer finds, consumes, and shares information. Of particular importance are the types of information they seek to improve their job and career performance, and to keep up to date with industry trends. What does this person read? Which authors do they follow? What events does this person attend? How do they share information? With this insight, we can make the best decisions on how to publish and promote our great content.

Page 8: How to Write Buyer Personas for B2B Content Marketing - Point of View

Stories. Stories are memorable. Stories are motivational.

Personal Biography Aspirations

Responsibility

Information

Fears

Understanding your audience is the first step in creating relevant, meaningful content for your target customers. When you know how to write buyer personas, you’re able to personalize each segment of your buying audience, and deliver content that matters.

Page 9: How to Write Buyer Personas for B2B Content Marketing - Point of View

“How to Write Buyer Personas for B2B Content Marketing”

Marcom Productions presents Point of View the on-demand webcast of B2B marketing best practices. I’m Rich Cunningham.Marcom Productions presents Point of View, the on-demand webcast of B2B marketing best practices. I’m Rich Cunningham.


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