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Digital Marketing - Study Notes:
A buyer persona is a snapshot of your ideal customer. You need to know as much as you can about the behaviors and attitudes of your ideal customer in relation to the objectives you have set for your content strategy. This can then help you to focus on creating the most engaging content for your customer.
Benefit of using buyer personas
The benefits of using buyer personas to inform your content creation include:
- Improved targeting: Personas help you to adjust and focus your content so that it is strategically positioned to target consumers who are likely to be interested in it. Personas provide valuable insights that you can use to convey your message to the right audience at the right time. They also enable you to perform market research, targeted advertising, usability testing, and keyword research more efficiently.
- Format: Personas give you the information and perspective you need in order to make objective decisions about how to craft your brand messages through the most consumed and widely accepted formats like videos, social media posts, and articles. This allows you to create compelling content that meets the needs of each persona.
- Discovery: Personas help you discover insights into your audience’s channel behavior. Where are they having conversations? What topics are they interested in? If you distribute tailored content to where your audience is already active, you can then leverage their online behaviors to the maximum effect for your business and your content marketing.
Will Francis
Will Francis is a recognised authority in digital and social media, who has worked with some of the world’s most loved brands. He is the host and technical producer of the DMI podcast, Ahead of the Game and a lecturer and subject matter expert with the DMI. He appears in the media and at conferences whilst offering his own expert-led digital marketing courses where he shares his experience gained working within a social network, a global ad agency, and more recently his own digital agency.
Connect with him on Twitter (X) or LinkedIn.
By the end of this topic, you should be able to:
- Identify the benefits of using personas in content marketing
- Critically analyse the relationship between buyer personas, target audience and content marketing
- Systematically analyse techniques for sharing and promoting content and for measuring content performance
Digital Marketing Resources:
Digital Marketing Resources:
The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful. While relevant to this module, you will not be assessed on this content.
You can find more information and content like this on the Digital Marketing Institute's Membership Library
- Article: 4 Key Content Marketing Trends for 2023
- ebook: How to Create Great Digital Marketing Content
- ebook: The DMI Guide to Inbound Marketing
- Article: How to Nurture Leads at Each Stage of the Sales Funnel
- Toolkit: Buyer Persona Template
- Toolkit: Content and Channel Matrix Template
- Webinar: What Does GPT Really Mean For Marketers?
- Webinar: How to Create Content that’s Guaranteed to Engage Your Audience
- Toolkit: Digital Marketing Campaign Brief Template
- Toolkit: Digital Marketing Media Brief
- Toolkit: Content Calendar Template
- Toolkit: SEO Keyword Research Toolkit
- Toolkit: Guide to Content Ideation
- eBook: How to Write Well Online
- Article: What Tools Should You Be Using for Your Digital Marketing?
- Article: Delight Your Audience: How to Create Content That Excites and Entertains
- Toolkit: Brand Style Elements Template
- Article: Influencer Marketing: The Ultimate Guide
- Case study: Dove: A Spotless Approach to Digital Marketing
- Case study: Aviation American Gin: Using humor to lift spirits
- Podcast: Creativity in B2B marketing
