As a marketer or business owner, it’s always a best practice to assess your content marketing’s performance. B2B and B2C marketing is essential in conveying your product or service’s vision. Your content marketing strategy helps you with that in terms of showing the value of your product as a solution to potential customers.
So is your content strategy leading you to your business goals? Or is it a mere decoration that doesn’t serve its function at all? If the latter is the case, then you need to determine what content works and what doesn’t. Knowing your customers is as important as knowing what you are selling. Every product or service you offer is for your customers in the first place.
So how can we create effective content that will drive relevant potential customers to your website and social pages? It’s a must to determine buyer personas of your target audience. Content Marketing Institute has conducted a study that 88% of marketers utilize content as a tool for customer engagement. Content and buyer personas both complement each other.
So before crafting custom-tailored content, let try to figure out the buyer personas of your target audience:
- Who is my audience?
- What is your audience or audiences’ pain points?
- What does your audience want to learn to up their performance or their company’s?
- What sites and social networks does your audience frequent to find content?
- What kinds of content are liked and shared on these sites?
- What will their needs be at each stage of the sales funnel?
Ascertaining who your target customers are enables you to create relevant and effective content. The content will reflect your product’s positioning as a solution to your customers. Remember to put yourself in your customer’s shoes when thinking of questions that can enhance your marketing plan. Content marketing is essential for any business owner, but assessing how your customers’ purchasing behavior is a priority as well.