Decide on your group categories or profiles – but don’t have too many or you won’t be able to produce the level of material required to run a successful content marketing programme. You may find that two groups have similar attributes – in which case it might be sensible to combine them into a single category.
Next, you’ll need to do some research on each of your identified target groups.What are their similarities, what challenges are they facing, what are their motivations and interests? As well as asking for feedback from sales and account managers, sometimes it’s best to ask directly in a focus group or one-to-one interview.
Decide what type of customers you want more of in the future. It maybe that you have a lot of small businesses, but want to convert larger organisations, reached market saturation within a sector and want to gain new market share in another area or perhaps you want to focus on bigger spenders. Whatever the case, you’ll need to profile these segments to find out who they are.
Many marketers call these customer profiles ‘personas’. To help your copywriters write for a particular persona without veering off-piste, try writing a story for each of your profiles and include pertinent information such as their motivations and goals, their business challenges, seniority and how they find out about new things? Give each persona a name so your team gets to know them personally – this makes it easier for your creative team to be more inventive when brainstorming new content ideas.
What are long-tail keywords? →