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

Download How to Write Buyer Personas for B2B Content Marketing - Point of View

Post on 29-Oct-2014

637 views

Category:

Business

2 download

Embed Size (px)

DESCRIPTION

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 whats called a buyer persona.

TRANSCRIPT

  • 1. How to Write Buyer Personas for B2B Content Marketing Marcom Productions presents Point of View the on-demand webcast of B2B marketing best practices. Im Rich Cunningham .Marcom Productions presents Point of View, the on-demand webcast of B2B marketing best practices. Im Rich Cunningham.

2. Five Elementsof a Buyer PersonaIs 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 whats called a buyer persona.Buyer personas are memorable.visualize are motivational.Stories. Stories help marketers Stories their ideal customers. These are narrative descriptions of a representative person, rather than an abstract market. With these personal profiles, marketers are able to developrelevant, meaningful content that serves these customers needs. 3. Attributes Such As Age Gender Personal EconomicsBiography Education Race Ethnicity Etc.We begin the buyer persona by Stories are motivational.Stories. Stories are memorable.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. Thisdemographic profile gives us a feel for a typical member of this customer segment. 4. Attributes Such As Responsibility Job Description RolesPersonal Responsibilities Biography Challenges Influence Reports to Etc.Stories. Stories are memorable. Stories are motivational. job description or more precisely, what are the target customers roles and responsibilities. Taking it further, what are the key challenges facing people inThe second element in how to write buyer personas is thethis type of position. With this insight, we can improve the relevance of our content by zeroing-in on the topics most appreciated. 5. Attributes Such As Responsibility Ambitions Career TrackPersonal Personal Goals BiographyAspirations Etc.Third, what are are persons aspirations? What are theirStories. Stories this memorable. Stories are motivational.hopes and ambitions? Where do they see themselves five years from now, personally and professionally? Regardless of where a person is today, how muchtheyve achieved, they still want to gain more. Understanding our buyers goals gives us a feel for how to motivate these buyers through the great content we produce. 6. Attributes Such As Responsibility Loss of Respect Loss of InfluencePersonal Loss of Income BiographyAspirations Loss of Responsibilities Loss of Love Etc. FearsFourth, what are this persons 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 ofanything theyve 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 withStories. Stories are memorable. Stories are motivational.an opportunity to gain, while avoiding a loss. 7. Attributes Such AsResponsibility Types Sources Personal Industry InformationBiography Aspirations Authors Events Professional NetworksFears 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 careerperformance, and to keep up to Stories are motivational.Stories. Stories are memorable. 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 canmake the best decisions on how to publish and promote our great content. 8. ResponsibilityPersonal InformationAspirations Biography FearsStories. Storiesyourmemorable. the first are motivational.Understanding are audience is Stories step in creating relevant, meaningful content for your target customers. When you know how to write buyer personas, youre able to personalize each segment of your buyingaudience, and deliver content that matters. 9. How to Write Buyer Personas for B2B Content Marketing Marcom Productions presents Point of View the on-demand webcast of B2B marketing best practices. Im Rich Cunningham .Marcom Productions presents Point of View, the on-demand webcast of B2B marketing best practices. Im Rich Cunningham.