Since tailoring content to your audience (and audience segments) is one of the key tenets of content marketing, it makes sense to think about how well we know our audience.
The better you know your audience, the better you can tailor your content to them. One great way to do that is by creating personas.
Well crafted personas help define the content – and even the architecture – for your website, they help you develop email marketing tactics, and help determine whether social media should be a part of the mix.
Arguably the most important part of creating personas is that the exercise itself should remind you and your team that you are not your users. As I wrote in Tuesday’s post about the #1 secret to content marketing, creating content that attracts the appropriate audience and holds their attention is the bedrock on which you can build your content marketing success.
Tailoring content to your audience’s needs is much easier if you’ve established a deep understanding of who they are and what motivates their behavior.