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How do personas help reach the target groups
December 2017 May 2021 in Mindset + Strategy

On the way to building a successful content strategy, the content positioning of your company is without a doubt one of your first tasks. You may have already given some initial thought as to who your target audience is and their specific problems and questions. However, if you want your content to reach the full range of your customers and prospects, it would be wrong to simply identify the lowest common denominator. Your target group is not a homogeneous one, hence it helps to create so-called personas and identify individual representatives in this way.

What are personas?

Personas are fictitious customer profiles, but their characteristics are based on actual data. This already shows that you will be able to refine these profiles over time, as you gradually get to know your customers and their wishes better. At the beginning, you may not have much data other than age, gender, and profession, from which you can derive a set of prototypes of ideal customers.

Why are personas important?

Customers have become more demanding. This is partly because they are bombarded with thousands of advertising messages every day, so they are now much more selective about who and what they pay attention to. For you as a company, this means that you have to tailor your content specifically to your customers so that they notice it at all. And that applies to the content as well as the form, the address and the channel through which your customers prefer to consume content. Personas help you personalise your content and build a connection with your customers.

How to make sense of personas?

Depending on how detailed you create the profiles, you can work with several personas that represent the characteristics and needs of typical representatives of the individual groups that make up your target group. Some questions that will help you create appropriate content for different personas should be addressed in more detail:
  • What problems does the person have? And do they already know how to solve them?

  • What needs do they have? Wishes?

  • How great is their desire, for information?

  • What role within the company do they play during the buying process? Do they make the decision themselves or do they have to convince the decision-makers?

You should not neglect the last point in particular, because it makes it clear that your target group do not necessarily consist only of personas who actually buy. In companies, several people are often involved in the buying process - and an engineer needs a different approach and different information than, for example, an employee from sales. So even someone who doesn't buy can be interesting and important to you, because they may be the actual user of the product and convince the decision-makers to buy.

Is it worth the effort?

Admittedly, creating personas is time-consuming and therefore not exactly popular, but marketers agree on one thing: without the basis of sound data, content creation is little more than poking in the dark. Personas help you better understand your customers. What's more, by creating content that really helps them, your customers feel personally valued and are more likely to buy from you again or recommend you to others.

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