What is a persona and how can you use them in content marketing?

What is a persona and how can you use them in content marketing?

If contentgroup had to pick two favourite words, they would definitely be “content” and “marketing” – and we love them even more when you run them together.

If you haven’t heard of it before, content marketing is PR, advertising and marketing for the 21st century.  It is a process that gives brands and businesses greater control over their messaging and allows them to reach their intended audience directly, all for the fraction of the cost of an advertising budget.

There are many steps in a content marketing strategy, but it all gets started with the development of personas.

In content marketing, a persona refers to a real or potential customer. Personas have characteristics relating to their job title and demographic and their needs and wants are examined.

In a time when everyone with a smartphone can be a publisher, it is critical that your message cuts through the white noise and connects with your customer.

This is why the development of personas is an integral part of an overall content marketing strategy. Identifying and then developing relevant personas ensures your content is reaching the right people.

In order to connect, you need to know your customer and the development of personas leaves no stone unturned.

We ask questions like what help or information do your customers need? What are they searching for and where? What types of content do your customers prefer and how do they discover it?

By finding out the answers to these questions, the development of personas allows businesses to answer their customers’ questions before they’ve even been asked.

It also leads to the creation of targeted content which in turn leads to an increase in visitor conversion rates and an improvement in the bottom line.

If you want to talk more about personas and how content marketing can boost your business, give us a call.

(Image: Writtent)


Each week a staff member puts pen to paper to write about an aspect of content communication that speaks to them, and hopefully, informs you. This is a space where our passion for writing, learning and sharing information comes to shine.

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