INTRODUCTION
It could be the end of the financial year, your aunt’s birthday or the day your spouse
surprises you with a new puppy. The time of year does not matter. Any day, every
day, creating fresh content is a high priority on your agenda as an inbound marketer,
even if you do not directly produce the content.
To be sure, this approach is a change from the days when marketers produced
content only when a momentous event, such as a product launch, necessitated it.
Nowadays, marketing involves a consistent supply of mixed content such as blog
posts, videos, eBooks, online classes and social media updates. If practised correctly,
this strategy pays for itself by enhancing a business’s online presence, driving up its
search engine rankings, increasing its traffic and solidifying lead generation.
Make no mistake, constant innovation can be draining or seem like too much.
Regardless, do not let yourself slack off. A drop in those guest blogs or videos
means a decrease in business for your company. Even worse, if you try to catch up
by throwing out all sorts of content, you risk attracting customers who are wrong
fits for your business at the expense of attracting those who are good matches. This
white paper explains how you can create a realistic, manageable content plan for
your business.
Put Yourself in the Shoes of Your Target Buyers
Obviously, it is not a good idea to publish content if you do not know your target
base. It’s important that you think like a buyer. Consider the following questions
when you develop buyer profiles and personas.
Who are your perfect customers and potential customers? Why?
What are the problems, biggest worries, needs, wants and interests of those
customers?
Where do those customers go for social media? Where on social media do you
reach them? • What types of content resonate most with them?
MYA - MAPPING YOUR AUDIENCE:
A narrative of sorts that represents your perfect customers and takes into account
demographics, online patterns and well-founded guesses about their concerns,
histories and what drives them.
Delve into your customer base to find out frequent buyers of your services or products.
It’s entirely possible that your research turns up a few buyer types. Give each type his
or her own persona that includes an exhaustive description with a name, job title or
position, information on the buyer’s company or field, and demographic information.
Suppose a local coffee shop’s
biggest customers are students and
professors from the university next
door. In this example, the coffee
shop’s marketers might name the
personas „college-student Lisa” and
„Dr. Max Mayer“, the busy professor,”
and flesh out details about their
duties, where they live, their income
and disposable income, and so
forth. Profiles should serve as the
foundation to explain customers’
worries and challenges.
