I’m going to start this blog by saying something that may shock you.
Everyone does content marketing these days, but not everyone does it well.
A successful content marketing strategy is one in which the content actually provides value to the consumer.
But a lot of content out there just exists to toot its own horn.
The trick to creating content that is both valuable and relevant to your target market is understanding exactly who they are.
When you know who your customers are and the problems they struggle with on a daily basis, you can more effectively target them with tailored content that is smart, engaging, and ultimately converts them into customers.
Here are four ways to develop a better understanding of your target demographic so that you can produce content that actually matters to them.
1. Create buyer personas
A buyer persona is a combination of the characteristics of both your target market and your existing customers who represent your stereotypical buyer. Understanding who they are, what they enjoy, what they dislike and what they struggle with allows you to tailor your content to directly address their needs.
Most businesses have more than one buyer persona. If you find multiple categories that you can group your consumers into, you should create personas for each individual category.
By conducting market research or gathering information from your existing customer base, you can generate a better understanding of what your buyer personas should look like.
When putting your buyer personas together, use the following questions as a base, then incorporate ones that are more specific to your brand or buyer.
- Where do they work? What are their job titles?
- Which industries do they work in?
- What type of education do they have?
- Are they married? Do they have children?
- Do they own or rent their home?
- What are their biggest challenges?
- What do they worry about at night?
- What do they spend most of their time doing?
Once you’ve gathered this information, there are many ways to visually construct your buyer persona. A sample buyer persona, from Digitalist, can be seen below. Don’t hesitate to experiment with this format, though, you may find that a different layout works better for your unique content marketing strategy.
2. Identify pain points
Understanding the issues or needs customers have is crucial in understanding how to properly address them with your content marketing messages. You can gather this information about customer pain points by conducting surveys or polls, which can provide valuable insights about your customers.
When creating a survey or poll, remember to keep it short and simple. Most people are busy, and if you send them a long, complicated survey, they simply won’t complete it. Carefully think through what the most important questions are, and only use those. A good survey is short, easy to understand, and easy to answer.
Furthermore, ask multiple choice questions instead of yes/no questions on your survey, and include one or two open-ended questions such as ‘What type of services would you Go to the full article.
Source:: Jeff Bullas Blog