Content Strategy

Buyer Personas And Your Company Blog

Do you know who you are writing your blog for? If the answer is a vague “potential customers” or even vaguer “interested parties”, you’re doing your company blog a disservice. Just as email campaigns are most successful when delivering highly targeted and relevant content to a segmented list, so too are blog posts when addressing a specific customer avatar or buyer persona.

I know that this might worry some people especially if you have a number of different people you sell your services too. Does this mean you have to have two or more blogs?

Not necessary.

What it means is that you need to manage your blog planning so that you provide content that appeals to all your buyer personas. For example if you provide a consultancy service and also run training workshops split your posts 50/50 between the two. Alternatively you might decide that consultancy is where the money is and therefore you split you blog content 80/20 between these target audiences.

Blog Writing For Your Target Audience

When I’m writing for a particular buyer persona I think about my perfect customer for that particular service or product. If it’s for this blog I can even think about a real person, if it’s for a client’s blog I create a buyer persona so I can really relate to their customers.

Understanding who that person is, what their motivations are, what challenges they face, how they like to be spoken to, and what they will respond to makes for much more relevant, engaging and successful blog writing.

The infographic below from Digital Marketing explains this in more detail, have a look and let me know what you think.

Content Marketing Buyer Personas In a Nutshell (Infographic) - An Infographic from CJG Digital Marketing

Embedded from CJG Digital Marketing

If you have any questions about blog writing and content planning, drop me a line in the comments below:

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