Before you get started with your content marketing campaign, you must know whom you’re writing for. That’s called identifying your buyer persona, which is a fictional representation of a certain type of buyer’s needs, goals, roles and shopping habits. Every piece of content you publish will depend on how it can help that persona.
The easiest way to gather information for your buyer persona is to use a template, such as the one we use. If you’re launching a content marketing campaign with a small team and budget, you can ease your marketing team workload by using a uniform questionnaire to guide you in interviewing your buyers. After getting the answers and finding trends and similarities among your buyers’ answers, you can start writing a buyer persona profile, which is essentially a story about that persona.
Now how exactly would that look? That’s where a lot of marketers get stumped. So we’ve put together an example for you. This is a buyer persona profile for a fictional company that sells sports apparel.
Roles: Professional track-and-field athlete competing statewide
Goals: To qualify in a nationwide competition within the next 6 months; to increase running speed
Challenges: Ria has been competing in statewide competitions for three years now but has failed to qualify for a national competition. She would love to focus on her sport full time, but because training and gear can be expensive, she works part-time at a coffeeshop or restaurant, and trains children in the sport in the summertime.
Education: College diploma or higher
Ria aspires to compete as a track-and-field runner at the national and international level. However, she has not yet achieved her goals and believes one hindrance is her lack of time and focus on her training. To be able to afford training and running gear, she works part-time at a coffeeshop or restaurant, or as a trainer of young athletes. She has learned through experience that low-priced running gear tend to be low-quality, so she purchases mid-priced — and, once in a while, expensive — running gear.
Ria likes to look at sports magazines and follows the social media accounts of the top runners in her country and in the world. She also scans online stores selling running gear and is always on the lookout for a good sale. As part of her athletic lifestyle, Ria eats and drinks healthy.
So there you have it. Tell us if this example helped by placing a comment or emailing us. Remember, knowing your buyer persona will help you offer more relevant and useful content, which will help you gain your buyers' attention and trust. That's one of the content marketing benefits for SMEs: reaching out to your buyers in a personalised, 'organic' way.