Content is king. You've probably heard that cliche many times.
Unfortunately this cliche is quite true. When it comes to marketing your product or brand story, content can translate your message in the most 'human' way possible.
You might choose to share your content via a blog, an ad campaign, video, animation, social media, an infographic, or a presentation...or any other channel. The point is, whatever content you choose to share, it needs to suit the medium you're sharing it through, but more importantly - you need to know your audience.
Where do you start?
I refer to audience personas before I start developing content. Personas are generalisations about your target audience or stakeholders. These might consist of one or more people that you describe in detail based on the information you gather.
Personas might include personal information like:
- Salary range
- Challenges or concerns
You can create personas based on information from surveys, conversations, analytics, social media followers etc.
When you start writing a piece of content, personas are a great place to start. By subtly marketing your product or service, you can tailor your content to suit a particular persona and potentially solve their challenge or need.
Personas can help you create content that's more personal and 'human', thus more effective.
Taking the time to get to know your audience will strengthen your content marketing strategy. Personas can enable you to map your customer's path to purchase and help you communicate more effectively with potential customers and stakeholders.