1. What you’ll learn
Your content marketing strategy starts with your audience
How to find your ideal customers
Research
Tools
Buyer persona
Personalise your content
You talking to me? Then who the hell else are you talking to?
That’s your audience's reaction if you have no idea who you’re creating content for. Worst case scenario, they won’t even ask; they’ll just ignore you and scroll down to see the next post.
We have a saying where I come from, estar hasta en la sopa. Literally, it means to be even in the soup. We use this expression when there is someone or something that is being talked about all day, every day.
What you're about to read must be engraved in your brain. Read it, understand it, absorb it, repeat it; see it everywhere, always. Unless you don’t want your business to succeed.
2. A content marketing strategy starts with an audience
The specific group of people who are most likely to be interested in and benefit from your products, services, or content.
Marketing expert Neil Patel defined it clearly: When you target a group of people with the same education, goals, interests, and problems as your ideal customer.
Example: I create content for businesses in the food industry. My niche is food content marketing. I talk to food business owners. I need to know everything about them.
2.a. Why is it important?
Everyone talks about the need to understand your audience and yet, I know sometimes not everyone is sure how to do it. I've been there. You craft content you think is brilliant, but if it doesn't resonate with your target audience, it stops sparkling and goes straight to Neverhappenedland.
Example: you create content to build brand awareness ➡️ it doesn’t connect with your audience ➡️ it doesn’t build anything ➡️ it doesn’t get you sales.
Ultimately, that’s why we’re here. The PC “content is not for selling, but for connecting with people” speech is missing the point.
As content strategist Purna Virji says, the entire raison d’être of our content is to persuade and influence... It’s not just to inform or just to entertain. Certainly, we can entertain and sell or inform and sell, but ultimately you’re there to sell.
2.b. Why do you keep reading about narrowing it down?
It helps you tailor your marketing efforts to effectively reach and engage with them. You’re spending time and effort creating content for people you know are likely to enjoy it. As Meredith Hill stated: When you speak to everyone, you speak to no one.
Example: You wrote a book, “Healthy habits to reduce stress and have a longer life”. Your ideal audience won’t be people younger than 18.
Not everyone is interested in your offer; narrow your market down.
3. Find out who’s on the other side
It’s common in marketing to come up with a fictional character as your ideal customer. Developing a buyer persona (also called customer persona and customer avatar) brings clarity and a sense of direction into the process of creating a content marketing strategy. But it’s a starting point; as your business evolves, your persona will change with it as well.
3.1 Gather information
Digital marketer and author Benjamin Sweeney breaks it down like this:
Demographics ➡️ Age, gender, income level, occupation, location.
Goals and values ➡️ Your product has to help them accomplish their goals + their values should align with your brands’.
Behaviour and attributes ➡️ consumption habits (Luke always buys food after work) and personal preferences (Luke loves fruit).
Note: 2) + 3) = Psychographics.
Pain points ➡️Obstacles and challenges.
Media diet ➡️ where your audience goes to get information (social media, websites, publications).
3.2. How you gather information
The more you know about them, the better you can serve them.
Google Analytics and social media insights ➡️ Analyse what content is performing well and why.
Consider A/B testing of different types of content to check where the engagement, leads and sales are.
Social media ➡️ Surveys, interviews, engage with your audience through comments, answer their questions and direct messages.
Emails ➡️Surveys
AI Tools ➡️ ChatGPT Prompt example:
Act as a digital marketing expert. Please give me a comprehensive target audience persona for [Occupation] selling [Product/Service]. Include the following information: Demographics, Geographic location, Professional Background, Psychographics, Pain Points and challenges, Goals and aspirations, Shopping habits and preferences, Media consumption, Influencers and decision-makers, Brand perceptions and preferences. Pretend I don't have any information about the audience yet. Create a persona based on general market trends and consumer behaviour. Then, suggest which specific niches to aim for when selling this [Product/Service].
3.3. What does it look like?
Example: A buyer persona for a content marketer.
👋🏽 Meet Sarah
1. Demographics:
Age: 30
Gender: Female
Marital Status: In a relationship
Education: Bachelor's degree or higher
Income: Middle to upper-middle class
2. Geographic Location:
Urban
United States
3. Psychographics:
Digitally active, creative and innovative mindset
Open to new ideas and trends
Values personal and professional growth
4. Professional Background:
Small business owner
5. Pain Points and Challenges:
Struggling to consistently create content
Doesn’t have time to create and distribute content
Doesn’t know how to communicate her brand's story
⚠️ If this is you, visit my website + contact me on Instagram ✨
6. Goals and Aspirations:
Increase brand awareness and recognition
Drive targeted traffic to their website
Improve lead generation and customer engagement
7. Shopping Habits and Preferences:
Online shopper who prefers convenience and ease of purchase
Willing to invest in professional services that deliver results
8. Media Consumption:
Active on social media platforms (Instagram, Facebook)
9. Influencers and Decision-Makers:
Peers and colleagues who have had successful experiences with content marketing
Online influencers and content creators
10. Brand Perceptions and Preferences:
Values expertise and a proven track record in content marketing
Appreciates a personalised approach tailored to their brand's voice
11. Niche Suggestions:
Technology Startups
Health and Wellness Coaches
Fashion and Beauty Brands
4. You’ve met Sarah, now tailor your content
Now you can create content that speaks directly to Sarah.
Yes, every piece of content you create should be designed to address her unique needs and interests.
You might want to consider:
Tone and Language: Adapt your tone to match your persona. A friendly and conversational tone? Or a more technical and authoritative approach?
Content Type: Does Sarah prefer videos, blog posts, infographics, or podcasts?
Topics: Anything that aligns with Sarah’s interests. Irrelevant or generic content won't do.
Problem Solving: Address Sarah’s pain points directly. Show her how your service can make her life easier or better.
Distribution: Choose the right channels to reach Sarah, who might be more interested in Instagram than X (formerly, Twitter).
Again, your goal is not just to attract attention but to build a meaningful connection with your audience. Connections lead to trust. Trust leads to people buying your product.
Enjoy the soup.
5. In a Nutshell
A content marketing strategy starts with an audience, a specific group of people who are most likely to be interested in and benefit from your products, services, or content.
You create content that resonates with your audience to build meaningful connections with them. Connections lead to trust. And trust leads to people buying your product.
Not everyone is interested in your offer; narrow your market down so you create content for people who might be interested.
Information you need: Demographics, goals and values, behaviour and attributes, pain points and challenges, media preferences.
How to get it: Google Analytics, social media, emails, surveys, interviews, AI tools.
Tailor your content to address your audience’s unique needs and interests.
Wrapping up this chapter.
Stay curious, keep sharing.
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