Content Marketing campaigns There is no such thing as content that speaks to everyone.
The smaller the audience you. Choose to address, the easier it will be to tailor your speech to make it more effective.
Let’s take an example. Your manager has assigned you to conduct preliminary research for the redesign of your medical practice’s phone number library new website. Which of these two articles will you read?
- 20 successful website examples to inspire your next site.
- 20 examples of particularly successful medical practice websites.
In practice
When they don’t have the time. Resources, or knowledge of how. To do this, companies usually rely. On assumptions to define their personas. You sit down as a committee and do. Your best to visualize the typical customer. And imagine yourself in their shoes.
This is better than having no persona at all, but still has limitations in terms of reliability and objectivity.
Which is why these three other approaches will give better results
Interview the teams in direct contact with the customer (sales, after-sales service, customer success, account managers, branch and in-store effective graphics for social networks advisors, etc.). Of the entire company, they are likely the ones with the most knowledge about the persona, their motivations, objections, and habits.
Consult the data : how do customers react to the content, what are their preferred types of content, where do they arrive on the site, what are their browsing habits, what are their responses to surveys such as “What did you think of this content?” (directly under the article or via a non-intrusive “slide-in” pop-up), etc.
Interview typical customers :
to understand who they are, what motivates them, and how they consume content online. This will, of course, require a lot of analytical work and some text services cunning (it’s impossible to take the answers at face value), but the conclusions you’ll obtain should be well worth the effort.