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When It Comes to A Long-Term Content Strategy, What Is an Important Buyer Persona Trait?

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  • November 19, 2023
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  • 7 min read

Book

In a long-term content strategy, understanding and defining buyer personas is crucial for creating content that resonates with your target audience. One important buyer persona trait to consider is the “pain points” or challenges your ideal customers face.

Identifying the specific problems, concerns, or obstacles that your target audience experiences allows you to tailor your content to address these issues.

For example, if you’re selling project management software, one of your buyer persona’s pain points might be keeping projects on schedule and within budget.

Your content strategy could then focus on creating blog posts, videos, or other resources that offer tips, best practices, and case studies related to effective project management.

What Does a Buyer Persona Mean?

A buyer persona is a profile of your dream customer. Based on market study and real information about your current customers, it’s a mostly made-up picture of your ideal customer. It goes under many other names: customer persona, marketing persona, and audience persona.

You’ll give a buyer identity information like where they live, their age, their hobbies, and more. Ensure you know what your customer wants and the problems they are having. This way, you can figure out what hurts them and use your goods or services to help them.

Crucial Aspects of the Buyer Persona:

There is more to your business than a list of traits. But to connect with and reach them, you need to know their demographics and psychographics. When you make a buyer persona, you should include the following important traits.

Name:

When making a buyer character, “name” refers to words that describe people. Sam, the Soccer Dad, Tina the Trendy, and Carla, the CEO, are all examples. When making products and running marketing efforts, you can use these nicknames to help you answer questions like

  • What would Carla, the company’s CEO, think of this proposal?
  • Why would Tina, who is always on trend, buy this?

Age

This refers to the best age group for a customer. Some examples are people between the ages of 35 and 45, kids (1 to 3 years old), and millennials (25 to 40 years old). If you know the age range of your possible customers, you can make marketing messages that speak to each group’s problems.

Income

You should know your customers’ income ranges so you can market to them in a way that hits home with their extra cash. If it fits with your goods or services, you can give your buyer persona an income range, like someone who makes at least $50,000 a year.

Job Title

Your customer persona’s job is important, especially if your goods or services are meant to help people be more productive at work. When adding a job to your audience image, here are some things to think about:

  • What is their role or job title?
  • What kind of business or field do they work in?
  • How many years have they been in that job?
  • What are they in charge of?
  • How does a normal day for them look?
  • What do they need or use to do it?

Background

Background information about your possible customers is extra knowledge that will help you understand them better. It could have something to do with work like book branding and publicity, school, marriage situation, way of life, or other things. Some examples are “father of two,” “weekend warrior,” “often travels for work,” and so on.

Location

Location is an important part of a buyer’s image because it affects how they shop and how much money they spend.

For example, if you sell heavy machinery that costs a lot to ship, you might want to market your business in certain nearby areas. Where your customers live can also change trends and wants. For instance, wool clothes sell better where it’s cool.

Things That Interest You

You can learn more about your possible customers if you know what they like. It also tells you about the places they like to hang out. To get a better idea of what a buyer persona is interested in, ask them the following questions:

  • What kind of social media do they use?
  • What do they do all day?
  • Are they a part of any organizations or associations?
  • What kinds of events do they go to?
  • What do they use to get their news and tips?
  • What makes them do that?

Hobbies:

Potential customers’ hobbies are the things they do for fun or relaxation. Some examples are playing sports, making arts and crafts, or reading. When thinking about a buyer persona’s hobbies, you should ask yourself:

  • When did they start? Were they newbies or pros?
  • How often can they do the things that interest them?
  • What kinds of tools do they use?
  • How can you help them do the things they love more often?
  • Do they want to get better, and what are their goals?

Objectives and Goals:

People in your target audience may want to lose weight, spend more time at home, work less, and do other things. You should think about these things to show them how your services or goods can help them reach their goals. To help you figure out what a buyer persona wants, here are some questions:

  • What do they want to achieve in life?
  • Why do they want to work for that company?
  • What problems do they have that keep them from reaching their goal?
  • How do they know if they reached their goal?

Fears and Values

Values and fears are things that potential customers do in social situations that affect how they buy goods and services. One example of a Book Writing Founders customer you want wants items made from ingredients that are good for the environment. Here are some questions to help you think about this trait:

  • What does your customer image value in life?
  • What do they value most about their job?
  • Why wouldn’t they buy what you’re selling?
  • What can you do to make them feel better?

Hypothetical Example of Buyer Persona for Better Understanding:

Name: Joseph Wellness Seeker

Demographic Information:

  • Age: 30
  • Gender: Female
  • Location: Urban area
  • Occupation: Marketing Manager

Background:

Sarah is a career-focused professional who lives in a fast-paced urban environment. She’s health-conscious and understands the importance of maintaining a balanced lifestyle despite her demanding job.

Goals and Values:

  • Fitness and Well-being: Sarah values her health and well-being. She’s committed to maintaining an active lifestyle to manage stress and stay physically fit.
  • Career Success: As a marketing manager, Sarah is ambitious and strives for success in her career. She believes that maintaining a healthy lifestyle positively impacts her professional performance.

Challenges:

  • Time Constraints: Sarah finds it challenging to allocate time for regular workouts due to her demanding job and busy lifestyle.
  • Nutritional Awareness: Despite her commitment to a healthy lifestyle, Sarah struggles to prioritize her nutritional needs, often opting for quick and convenient meals.

Preferred Content Channels:

Sarah consumes content on the go, primarily through social media platforms like Instagram and LinkedIn. She’s also subscribed to a few wellness blogs and podcasts that offer quick and actionable tips.

How the Company Can Help?

  • Time-Efficient Workouts: Provide quick and effective workout routines that fit Sarah’s busy schedule, such as 20-minute home workouts.
  • Nutritional Guidance: Create content about easy-to-prepare, nutritious meals and snacks that align with Sarah’s health goals.
  • Work-Life Balance Tips: Share insights on how maintaining a healthy lifestyle contributes to better work-life balance and career success.

Main Attributes and Elaborate Information

Aspect Details Example
Demographics Age, gender, location, occupation, income Age: 30-45, Occupation: Marketing Manager, Income: $50,000+
Background Personal and professional background, lifestyle Career-focused, urban living, health-conscious
Goals and Values What the persona aspires to achieve and what they value Fitness and well-being, career success
Challenges Pain points and obstacles faced by the persona Time constraints, nutritional awareness
Interests Hobbies, social media usage, news sources Fitness, Instagram and LinkedIn, wellness blogs and podcasts
Fears and Values What the persona fears and values in social situations Environmental concerns, prioritizing health and career
Content Channels Preferred platforms for consuming content Social media, wellness blogs, podcasts

Final Words:

By consistently addressing the pain points of your target audience, you provide valuable content and demonstrate that your brand understands their needs and is committed to helping them overcome challenges. This can build trust and loyalty over time, key elements in a successful long-term content strategy.

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