What is the role of personas within the content strategy?
In this process, the creation of one or more personas (representations of a company's ideal customers) is a fundamental step in the strategy, which cannot be forgotten under any circumstances.
It is important to note that it is possible to include australia contact data or more personas in the strategy; the number depends on the product your company sells and the sales target. After all, there may be several audiences interested in your content, and it must offer specific responses to each audience profile.
After creating them (the personas), it becomes much easier to define the relevant topics that should be worked on in the content, which should have different formats (text, video, infographic, audio, etc.), focusing on the subjects that will answer the real questions of website visitors and potential customers.
What is the purpose of the content?
The goal of content is to attract people to the website and blog, generate qualified leads, and support the sales team in closing deals. How? By delivering relevant information at each stage of the personas' buying journey.
Here, the work should be focused on solving problems or providing answers to questions that the persona encounters in their daily professional and personal lives, in addition to paving the way for sales to be made, showing success stories, videos, research, or infographics with investment data in markets of interest, among other infinite options.
It is important to understand and frequently analyze the behavior of visitors and leads, because interests can change, new needs can arise and opportunities can knock on each of their doors.
Can the content strategy be modified mid-process?
Yes! When a visitor becomes a lead, your content strategy must keep up with this new phase. Remember that it is essential to identify the maturity of each person, analyzing their experiences and profile.
By focusing on the potential audience, the one that really engages with your content and fits the ideal customer profile, when this happens it is easier to increase satisfaction and encourage new sales.
Content has the power to attract customers, whether to help them with their needs and/or to guide them through each stage of their purchasing journey. However, gaining the public's trust requires certain care.
Remember 10 Inbound Marketing factors that deserve your attention when we talk about content:
Define personas according to sales targets;
Create an editorial plan based on the analysis of the persona(s) and plan the use of better keywords;
Produce content that truly helps you;
Respect the frequency of publication of texts (this is essential for indexing on Google);
Define their purchasing stage to offer what they really need: premium content and/or offer (product or service);
Plan targeted content campaigns (via email) according to your objectives;
Share the content on social media to reach them more easily;
Measure the results to know if the strategy is coherent;
Separate what can be adjusted in the short, medium and long term;
After three months, analyze the progress, rethink the plan and identify mistakes and successes;
These items should be part of the Inbound Marketing strategy, in which content is inserted and in constant production and evolution.