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February, 2016
http://www.camasmedia.com/
By Camas Media
WHAT IS AN
AUDIENCE PERSONA
• A composite sketch of a key segment of the target audience
• Helps content marketers streamline the most relevant content
• Without a proper persona content generation is likely to centre around what you know best rather than the content your audience desires
WHY CREATE AN
AUDIENCE PERSONA?
Audience persona not only helps content marketing but also product development, sales and customer acquisition and retention
Having documented personas will help in making detailed strategies & also serve as a sounding board for all business ideas
HOW TO CREATE A PERSONA?
STEP - 1
1. Who is she/he?
2. Profession
3. Employment type/sector
4. Day in a life
Picture your ideal customer/consumer. Ask questions which
can narrow your search
HOW TO CREATE A PERSONA?
STEP - 2
Consider the customer concerning their role in your buying cycle and its evolvement
• What challenges does the customer face?• What gaps is the customer looking for to help ease the
challenge?• Is the customer the primary decision maker or is influenced
by a chain• of command?
HOW TO CREATE A PERSONA?
STEP - 3
Consider using details of the customer’s content preference and consumption patterns
• How does the customer access information?• What is their preferred source of information?• What time of the day are they most likely to look for the required
information?• How many hours on an average do they spend on social media?• How often are they exposed to relevant content?• What is the trusted source of information? • Do they get information through word of mouth?
SOURCES OF INFORMATION
Google Consumer Surveys
• GCS have an edge over other crowd-sourcing surveys to build buyer personas
• Respondents who answer questions become eligible to access premium content
• Beneficial not only for data sourcing for also to get potential customers converted
• Marketers can use the GCS as an additional tool to understand consumer patterns
• The tool is enabled to gather important demographic and geographic information
SOURCES OF INFORMATION
Quora
This Q&A website is a potential storehouse of consumer’s thoughts,
preferences, and behaviors.
By posting targeted questions on Quora helps
understand more deeply the audience’s point of view, interests and zero in on topics that are likely to
engage them most
SOURCES OF INFORMATION
Other Sources of Information
SURVEYS DIRECT INTERVIEWS A/B TESTING
WEBSITE FORMS ANALYTICS DATA SALES TEAM
Things to Know About Persona
Personas need to be updated:
Buying patterns may change over time. It is important to know who may or may not be buying your products
Share them with other departments:
Personas will help other departments in the organization get familiar with the end consumer and prospects at a deeper level
Streamline content creation for your personas as they move to the next phase of the buying journey: Persona mapping can enable to examine the stages that each persona is likely to undergo from beginning to end of a buying journey, identify objectives, the information they might seek/require and activities of each stage
In one sentence
Camas Media is an online perception management company that creates content driven digital experiences for a new type of consumer. To know more about us connect with us on
Camas Website