Getting personal pays off.

Content marketing success ultimately hinges upon developing a real understanding of your target audience. While reader surveys and social interaction with followers can give you a better idea of what consumers are seeking, creating one or several specific marketing personas can help improve your content marketing and achieve these important objectives.

1. Understand Your Audience

Once you recognize the needs, wants, challenges, and aspirations of your target audience, you will be in a position to communicate with them more effectively by producing content that helps them achieve their goals.

2. Shape Your Content Strategy

Developing personas for specific members of your target audience can help you frame your content strategy in a way that closely aligns with their values and goals.

Your personas should also help you identify the best way to reach your audience, whether it’s through social media advertising, fostering a dedicated brand community, or even hosting a yearly event.

3. Create Customer-Focused Content

Compiling the personal details of your target consumer allows you to produce content that is most relevant to him (or her).

When you’re deciding what to buy a friend for his birthday, what kinds of things do you consider? You probably think about his likes and dislikes, passions, and values.

Personas are no different. By getting to know your target audience on a personal level, you can identify topics they will find valuable, tailoring your content to suit their interests.

4. Attract More Qualified Leads

The ability to cater your marketing efforts to the right people also gives you the opportunity to generate more qualified leads. Answering highly specific questions about your consumers allows you to tailor your content to their needs and interests, ensuring that you reach your intended audience.

5. Improve Your Content ROI

Now that you have a solid idea of who your ideal consumer is, you also know which leads you should spend the most time nurturing. This prevents you, in turn, from wasting time and money on leads that aren’t likely to convert.

Investing your time and money on the most fruitful channels can drastically improve the ROI of your content marketing efforts.

6. Develop a Loyal Audience

Successful marketing is about more than driving sales: it’s about nurturing long-term relationships with consumers.

Well-developed personas give you a sneak peek into the mind of your target audience. By learning exactly what type of information they are seeking, and how they would like to receive it, you can customize your content to their liking – developing a loyal following in the process.

7. Differentiate Your Content

In an overpopulated digital landscape, it’s more important than ever to stand out in the crowd by giving readers exactly what they want. Gaining a deeper understanding of your potential consumers gives you a distinct advantage over those who simply produce content in a vacuum.

Longneck and Thunderfoot offer content marketing services and strategies to transform your company blog into an authoritative trade publication. Click to learn more about how to produce great content and prove ROI on your marketing efforts.

Author Jamie Ayers

A graduate of Skidmore College, Jamie works at L&T as a content strategist, account manager, and editorial lead across a wide range of industries and fields, specializing in the digital economy, experiential marketing, and campaign-led initiatives. His other interests include electronics, Agatha Christie novels, and being outside.

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