If you’re running a business, a nonprofit, or a marketing department, you’ve probably already created buyer personas to help you understand your customers. This information helps you guide their buying decisions and keep them satisfied. It can also help you provide useful content, which builds solid relationships and loyalty. When creating content, think about these personas, and ask yourself the following questions:
- What is their toughest professional or personal challenge? Just as you look for pain points in marketing your services or products, you should look for them when providing content. What information can you provide that will make things easier for your customers? What do they need to know that you already know? Can you help them acquire new skills to make the next step in their career path? Are you aware of trends in their industry or regulations they need to understand? Think about what you would want to know if you were in their shoes.
- How do they like to learn? Do they read articles, watch videos, or take classes? Can you provide content that they can easily understand? What content are they already consuming? Can you add something of value to what they’re already reading or watching? Meeting people where they are goes a long way to establishing trust. If you can reach your customers on their level, they will appreciate your efforts.
- What does their typical day (at work or at home) look like? Do they manage other people? Do they need help with their professional relationships? Do they have children? Are they trying to balance family and work? What are they worried about? If you can do anything to alleviate their concerns, you’ll be doing them a huge favor and making it obvious that you truly understand your customers.
- What does success mean to them? What can you provide or teach them that will get them closer to their goals? If you can get people excited about the future, they won’t forget about you.
Substance and Style 