As a kid, I always ate my veggies before the meat and potatoes. In drama class, I insisted on learning the lines before looking for costumes.
Not because I’m disciplined, but because I like to enjoy my steak and my box full of fun outfits without a bunch of boring obligations. I’m still like this as an adult.
Currently, I’m trying to introduce some structure to my piecemeal knowledge of content strategy.
Enter Hubspot Academy.
Their blogs helped me a lot when I started freelance content writing and they have a great blog post that outlines how to create an effective content strategy. The very first item on their list of what to do? Create a buyer persona.
In this scenario, the chance to create a pretty content calendar in a colourful spreadsheet is my meat and potatoes. My vegetable is the buyer persona.
Making one of these doesn’t sound like a lot of fun to me, but I like to do things right and the thought of creating an entire content strategy only to realize I’m targeting the wrong people is exhausting.
I mean, you gotta know whose attention you’re trying to get instead of shouting into a loudspeaker and hoping the right people don’t cover their ears.
This chore makes a lot of sense.
What’s a buyer persona?
A buyer persona identifies who your ideal customer is. Making one is a combination of creative writing and market research where you put together a profile of your ideal customer.
Hubspot helpfully outlines what your buyer persona should look like and what it should include:
- Semi-fictional character (i.e. small business owner, talent acquisition specialist)
- Description of a day in their life including everyday challenges
- Demographic and biographic behaviour
- Goals and aspirations
- Pain points and obstacles
- Preferred method of contact
You can find several buyer persona templates online.
So how do you get the information for your buyer persona?
The best way is to speak to existing customers.
And if you don’t yet have any customers to speak to, Trent over at Bright Ideas shares a method called “audience jacking” where you do a little sleuthing to analyze your competitor’s customers. Trent’s not playing around.
At present, this audience jacking method is what I’m going to focus on because I don’t have access to the content information of customers anywhere.
Down the road it’ll be interesting to take a look at how you develop customer surveys and which questions are important to ask.
Currently, I’m practicing by creating buyer personas for companies that I’ve written content for.
If it helps me come up with on-point blog ideas to present to them, that’s more writing projects.
And if they’re like, “That’s cute, but we have someone making these for us already” it’s just more practice for me.
Featured image via Pexels