It’s amazing what a difference knowing who you’re trying to target can make to your content. Trying to appeal to everyone can leave you appealing to nobody at all. So in order to create content that resonates with your target audience – i.e. the potential customers for your business – you need to know who they are.
If you’re not sure why you should be creating content for your business, check out this blog post Why you need content on your website.
One way to ensure your content is targeted is to create audience personas and bring your audience to life. Fetch a clean sheet of paper and get ready to start scribbling.
There are 6 simple steps to creating basic audience personas.
You might have multiple target audiences for your business. Customers, press, business contacts, etc. For this exercise, concentrate on one at a time.
Step 1: Who are they?
We need to know some demographic information to be able to start creating our persona. Think about your average customer, what do they look like? Try to answer these questions:
- Are they male or female?
- How old are they?
- Are they single, married, divorced…?
- Do they have children? If so, how many?
- Where do they live?
- Who do they live with?
- Give your persona a name
Step 2: What do they do?
Next, think about their everyday life. We want to set the scene and get to know our persona a little better.
- What job to they do?
- Do they work for a big corporation or a small, family-run business?
- Do they work long hours?
- Are they a stay-at-home mum?
- What does an average day look like for them?
- What are their hobbies and interests?
Step 3: What’s their pain point?
Now we know a little more about who they are and what they do, it’s time to consider what their pain point is. This is a problem that your service or product will solve.
- What is it that they wish they had a solution to?
- What’s keeping them up at night with worry?
- What would make their job 10x easier?
Step 4: Where do they hang out online?
So we can target our audience online we need to know where they spend their time. Are they glued to their favourite vlogger’s YouTube channel 24/7, or do they spend most of their time on social media networking in LinkedIn groups?
- Which social media platforms do they use?
- Are they active on any forums?
- Is Reddit their second home?
You can find out this information using user statistics for the various social networks, or you could ask your existing customers using a survey or poll.
Step 5: What are their offline influences?
I’m not suggesting you have the finances available to take out a newspaper ad or run a TV commercial, but getting an understanding of who and want influences your persona when they’re not online helps to flesh out their personality and gives you an idea of what else they’re interested in.
- Which magazines and newspapers do they read?
- What are their favourite TV programmes?
Step 6: What do they want from you?
- What is it that your target audience wants from you?
This may or may not be attainable (for instance a magic wand to take away their child’s behaviour issues) but thinking about this question will help you to word your offering in a way that will speak to your persona.
Put a face to a name
Now you have a great idea of who you are going to target. You need to keep this person in the front of your mind whenever you are creating content. Ask yourself, would Sarah like this? Would Mike think this is interesting? Would Alison find this video funny?
To finish off your persona, go online and find a photo of someone who you think embodies your persona. Print that picture out and stick it up in your workspace so you can’t forget to consider your persona throughout any content creation process.
What are you waiting for, glitter bugs? Once you’ve created your personas I’d love for you to show me. Take a photo of your work and tweet me @businessglitter.