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Do you know who you’re selling to – and, by extension, who you’re targeting in your content marketing?
If you’re building a content strategy, you probably have done audience research to figure those things out.
And, if you’ve done audience research, you’ve probably heard of personas, too.
A persona is a content strategy tool used to understand your audience on a deeper level and position all of your content so it speaks to them effectively.
A persona is incredibly useful because it represents the conglomeration of a lot of thought, research, conversations, data, and insights on the most important consideration in content marketing – your brand’s specific audience.
That means, yes – personas really do matter in content marketing. Let’s explore deeper.
What is a persona in content marketing?
So, we’ve already said a persona is a content strategy tool. How does it work?
A persona is a representation of your target audience. Their main commonalities, including defining traits, preferences, habits, demographics, goals, challenges, and more, are combined and distilled to create a fictional character or avatar representing your ideal customer.
This puts a face and a personality to your audience, who can easily become a faceless mass to people on your team who work disconnected from the customer experience (like content creators, who ironically have little direct interaction with your audience but are in charge of the bulk of communications).
And, if you have multiple target audience segments, you can create multiple personas to represent them and refer to as you create, publish, and distribute content.
Here’s an example of a B2C persona for a coffee shop:
As you can see, a persona can get extremely detailed. When you create one, it’s almost like reading a dating profile that makes you go, “Whoa, TMI.”
The thing is, all of these details must be backed by research and actual data. These aren’t…
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