Content is only as good as its creator. If you dont factor in all of the variables and tailor your content to your audience appropriately, it wont be effective. One of the most important tools that you have on your side is your customer. Their buyer persona can help you decide just what kind of content you are going to create. Buyers might be in a certain mindset or a certain stage in the purchasing process, which could influence the way that they see content or read information.
When you are creating content, your target audience needs to be on your mind. However, theres more to it than just figuring out who you are trying to reach. You have to create content that caters to every type of buyer at every stage of the buying process. How are you supposed to know all of your buyers and their stages? It can seem like a tall order, but its worth the investment of your time to help understand your audience better.
A buyer persona is a specific demographic of your audience. It reflects the type of buyer as well as their interest in your brand. A detailed description should be created of the type of customer who buys from your company, not just the visitors or wanderers. This information can be found in existing data from customer information, as well as by checking out your competitors and their data. Market research is another way for you to find out what buyer persona(s) fit your business needs.
Think about marketing and SEO for a minute. In order to be effective, you have to pick the best keywords to use in your campaigns. You cant just randomly throw keywords out there or you will miss your target audience completely. If you want to reach the right people, you have to know who those people are. Any SEO company will tell you that these personas are based on many elements, such as: age, gender, financial situation, purpose/intent, and shopping habits.
Investigating these areas will allow you to create the perfect profile of the average customer to your business. Once you have this information, you will be able to address the buyer directly, the issue that they have, and their beliefs as they relate to your brand or organization.