Before you dive into the nitty-gritty of your content marketing plan, you need to know the audience for whom the content is intended. There’s no point in making it otherwise; whether it’s a blog or a video or an infographic, you’re wasting your time and energy making anything that isn’t targeted to a specific potential client or customer.
It’s okay to just write and make videos if you’re doing it for creative means only, but that’s not what a digital content marketing strategy is all about. The goal instead is conversion, but before you can convert interested parties into clients or customers, you have to figure out which people are most likely to respond to your message. Know that, and you can target your marketing efforts to them specifically, and have a much better chance of converting as a result.
Prior to the content comes the research, then, and the first step of this research is developing a Customer Profile. The main question to consider when crafting your Customer Profile is, “Who or what is your ideal customer?” Put another way: who’s going to buy what you’re selling?
That means coming up with the following information about your ideal customer or client:
- Geographic Location
- Marital Status
- Household Income
- Homefront Details (kids, pets, homeowner or renter, etc.)
- Occupation, and For How Long
When you can cobble together a broad image of the person that’s most likely to sign up for your services or buy your products (let’s say, for example, an 24-32 year old city living single woman who makes good money and rents an apartment she shares with her dog), you can wrap your head more clearly around the task of making sure your content appeals to her, and people like her.
Once you’ve got your Customer Profile developed, the next step is developing a Client Persona. This step comes second because it is far more specific in the details, and might require actual interviews with people who fit your Customer Profile, including those that may not be familiar with your services or products. In this second exercise, you’re trying to dive deeper into the day-to-day realities of your potential clients or customers so you can make better content that they’re more likely to check out and, hopefully, use as a point of entry into your sales funnel.
Think of the Client Persona as something like a character sketch of one actual perfect customer. That means coming up with things like this person’s:
- Motivations When Buying
- Decision-Making Process
The job here is to move past the “what” and get down into the “why.” When you more thoroughly understand the personality of the people you’re attempting to appeal to, you can more specifically target that personality with your content marketing. Do these two things, and you’ll have a degree of detail in your mind before you’ve even started making your content that will ensure your marketing materials end up far more focused, exponentially helping their chances of success in finding the right audience.