How to create a Persona for the Content Marketing Strategy?
Nowadays and with the growing importance of digital marketing, more and more companies and organisations create a persona and include it in their marketing strategies. The goal is showing its importance to a specific business and create an “ideal persona” model to correctly guide marketing actions. Creating a “persona” allows the use of such information in a productive way so that every action and decision-making are directed towards that specific profile. Understanding the client or consumer is crucial not only for product development but also for the production of content which will guide the acquisition of new clients. Therefore, the Persona or Buyer Persona is a fictional profile which represents the ideal client of a company or organisation, meant to better understand who the client is and what he needs/wants.
The creation of one or several personas is regarded as a fundamental step in the development of a marketing strategy. These are created specially to send the right message to the right people. Besides, it enables:
– Determining the kind of content which will reach the goals of marketing actions;
– Defining the media to be used;
– Defining the tone, language and style of content marketing;
– Determining keywords;
– Define the topics on which the company or organisation must write or approach and
understanding where potential clients look for information.
The results of such type of strategy include a better experience for the client or consumer and a closer relationship with the company or organisation.
What is the difference between persona and target audience?
A persona is a fictional representation of the ideal client or consumer and is based on real data on their behaviours and demographic features, as well as the creation of their personal stories, motivations, goals, challenges and worries. When we refer to a company or organisation starting their activities, and without a client database for such analysis, it is recommended to base the construction of the persona, for instance, in clients or consumers of the competition.
Next, a practical example for an MP4 selling company will be presented to understand the main differences:
Target audience: young people, 15-25 years old, residing in the United Kingdom, with an
average monthly income of 1.300 pounds and taste for music and fashion.
Persona: Peter Smith, 28 years old, residing in London, with a graduate degree in architecture. Single, travels a lot for work as the architecture office he works in has branches in lots of countries. As he spends much time travelling and is often alone, he likes listening to music, not only as on an entertaining basis but also while he works. In his spare times, he likes going to the gym and going out at night with his friends.
Although, initially, such concepts may seem very similar, the truth is the “persona” is about representing the ideal client or consumer in a more human and customised way. If the company or organisation has this detailed and specific information, it can be the motto for the development of more personalised marketing actions in more suited marketplaces. If the company or organisation already has a client database from which they can collect such information, maybe that is a good starting point. In this type of information, we must include not only the satisfied clients or consumers but also the unsatisfied ones.
However, it is very common for lots of companies and organisations to have more than one
“persona” set out and, in such cases, marketing managers must be extremely careful in order
not to lose focus on the marketing strategy.
How to create a Persona?
In order to guide the ideal client or consumer’s profile, the first step in constructing a persona for a company or organisation is answering the following questions:
– Who is the ideal client or consumer? (social-demographic and psychological features);
– What kind of subject interests him/her?
– What activities does he/she carry out in a personal and/or professional context?
– What kind of information does he/she consume and through what means?
– Who influences his purchasing decisions?
After answering these questions, you have to detail the company’s or organisation’s persona’s
profile in the most humane way possible. To do so, you will have to identify:
– The (fictional) name of the persona;
– Age, gender and academic qualifications;
– Position/occupation and field of activity;
– Most used media;
– Type of personality;
– Personal and professional goals and challenges.
Based on these two steps, the company or organisation will be ready to start constructing the marketing strategy based on the relationship with the persona and with the following thought always in mind: how can the approach and the content exposure be for this persona? For instance, it may be very interesting to create a marketing strategy based on the buying process of personas or the sales funnel.
MA Marketing Course Leader
LSDM – London School of Design and Marketing