Want better returns on your content marketing investment? Develop buyer personas.

Returns on content marketing investment

If you’re investing in content marketing in 2019, please, for the love of all things green and minty, develop buyer personas first. Developing content without doing the leg work is a bit (a lot, actually) like swimming the English Channel without having set foot in the ocean before.

Sure, you’ll jump in, you’ll flounder about for a little bit, but in the end? You’ll most likely wave the white flag and jump out before the magic happens.

This is a bona fide waste of time, money and resources, friends.

Instead, do the work. Not sure how? Let us show you the way.

What exactly is a buyer persona?

As defined by HubSpot, a buyer persona is: a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.

In English now? It’s your target demographic broken down into sub-types. For example, your most profitable buyer persona might be: Fred, aged 34, plays Fortnite in his spare time, pug enthusiast, craft beer expert, works in finance.

In content marketing land, buyer personas are critical because they help us produce content that addresses specific concerns and problems.

Why do you need to define your buyer personas?

Let’s go back to Fred. See how we’ve really defined his character? Some would call it stereotyping. But here at Mint, we call it smart content production.

We don’t know about you, but we’ve already formed a visual of Fred on that exercise alone. Ginger beard, retro converse sneakers, wears an Apple Watch, lives in a minimalist apartment, has a girlfriend named Betty who works as an illustrator.

Meet Fred.

Fred is a buyer persona.

And Betty.

Meet Betty

How much easier is it marketing to the ‘Fred subtype’ now we have an idea of who he is, what he does and who he hangs out with?

But how does this translate to content production? Ah, we’re glad you asked.

How to develop content based on your buyer personas

Now that you have a baseline persona, you can get right into the nitty gritty.

We don’t even start work on a project unless a client has already defined their target demographic. It’s a standard in our briefing form. The more detailed the buyer persona, the more confident you can be that the content you develop will resonate with them.

For example, you should have a clear understanding on how Fred spends his day, his responsibilities, his pet hates, his frustrations and how you can alleviate his pain points through your product or service.

Let’s say your product is a database which provides projections on the stock market based on a 98% effective algorithm you’ve developed. Fred, working in finance, who has a penchant for computer games, would no doubt be incredibly excited about your product.

But how do you present it in a way that translates to a conversion? Do you write a blog aimed at Fred and advertise it on socials using his sub-type segmenting? Do you rewrite your whole website with Fred in mind? Do you start in-app advertising on gaming sites?

What content to write about based on buyer personas?

Put it this way: The advertising opportunities are endless once you’ve got your buyer persona 100% locked down. Content can be repurposed time and again once it’s positioned correctly. Get the buyer persona right and the goods will follow.

The more detailed the buyer persona, the more confident you’ll be in your content marketing efforts which will automatically beef up that sales pipeline of yours.

Need a hand developing your buyer personas? We’d be thrilled to guide you. Email us to find out how!

*Note: Fred and Betty are entirely fictional. Images sourced from Unsplash.