Buyer personas

A persona uses data to help everyone that is creating content to focus on a tangible representation of a buyer, versus a nebulous, formless one. If a buyer persona is created without research and based on outdated assumptions and hunches, you can have a biased and incomplete view of who you are actually meirketing to. 1 have seen many mcirketing teams that don t back up their hunches with measurable evidence. Personas then take on the attributes of whatever the most important person in the room thinks they should be. 

After you have all of the information needed, you can begin building your personas. List them cmd start building your profiles. Figure 6-1 outlines a sample buyer persona worksheet, but make sure you include the following fields when you create your own worksheet ... 

After you have developed your buyer personas, you CcUi start writing content that is applicable to their needs cuid profiles. Keep your buyer personcis in mind as you create your content marketing plan. 

The next step to creating an awesome content marketing plcm is to plan what content you are going to create. You have your buyer personas, you have a sense of what type of content you can create, so now what are you going to write about No doubt it s a tall order. 

Fit How does the lead fit in with your defined buyer persona ... 

The buyer persona exercise I discussed in Chapter 6 is one of the most important initial steps to a solid lead-generation program. You need to understand in detail who your buyer is and his buyer journey. Without this in-depth understanding, you are setting yourself up for failure. How can you speak directly to someone you barely know ... 

Who Provide a detailed explanation of who the buyer is and include demographic information. To aid in your storytelling, consider adding real-life characteristics and descriptions to your worksheet. Even give your persona a neune ... 

For instance, say you cire a meirketer working for a professional services consulting firm. You have four total personas and one of them is the Chief Operating Officer (COO). You also have mapped your buying steles, so you know how to identify the COO buyer journey. In your grid, you want to make sure you have content that is applicable to the COO persona in all of your buying steles. 

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