Understanding who your audience is
As with any other kind of marketing campaign, you’ll get the best results from content marketing when you know who you’re trying to reach.
So defning your target audience should be your rst priority.
In doing so, your content marketing will do a better job at attracting the kinds of people that will spend money with your store.
This, of course, makes it more likely that you’ll generate a return from your content marketing efforts.
The easiest way to do gain clarity on your target market, is by creating something known as a ‘Buyer Persona.’
A Buyer Persona, is essentially a character that represents your ideal cus- tomer/audience.
At the bare minimum, you should think about describing the following, when crafting your Buyer Persona –
- Age and gender
- Common objections
- How they get their information
- Who in uences them
- What would make them want to make a purchase from your store
- What would stop them making a purchase from your store
- Competitors they might otherwise buy from
Here’s an example of Buyer Persona, of which relates to a coffee shop –