Know and Understand Your Audience
You have 8 seconds to capture someone’s attention on your website…The rationale for investing in a persona analysis boils down to creating hyper-relevant content that addresses the specific needs of the people you want to reach. Conducting a persona analysis is meticulous. But, it’s a very worthwhile exercise because it provides you with a blueprint for your content plan and greatly increases the effectiveness of your content. You are never at a loss for what content to produce when you’ve conducted a thorough persona analysis.
Persona Analysis Helps You Understand Your Customer’s Motivations
At a high level, a persona analysis identifies the personas of the people who buy your products or services. We segment them in a table format and list their primary business issues. We call those pain points.
We drill down into each persona and list pain points that are unique to each of them versus in common with their category.
For example, two persona categories could be Application Developers and IT Directors.
- Developers can be further segmented into large company, small company, government, defense, cloud developers, mobile developers, programming language, etc.
- IT Directors could be further segmented into large company, small company, government, defense, non-profit, industry segment, etc.
We conduct a meticulous exercise where we identify the pain points unique to each persona in each category and unique to each sub-set.
Persona Analysis Objective
We align (previously agreed upon) keywords to each persona in order to develop an effective content marketing plan. Often, we identify new keywords relevant to a persona’s pain points. The content and the personas are aligned with the stages of the buying cycle to help identify the type of content best suited for each situation.
Developing a persona strategy empowers us to create a winning content marketing plan that reaches your buyers and appeals to their relevant issues. Even the most niche B2B companies have multiple buyer personas. We recommend reviewing and updating your persona analysis approximately once each year.