How Persona Based Marketing helps content marketers overcome 2 major challenges

July 29, 2015 Asaf Rothem

We’ve been writing quite a bit lately about Persona Based Marketing, as more and more of our customers are breaking down their main content pool into smaller ones, each new content pool addressing a different persona (see previous posts here and here).

In the process, we’ve learned from our customers is how Persona Based Marketing helps them overcome 2 major challenges:

Persona Based Marketing

Challenge #1: Proliferation of channels and information

There’s a simple reason most of the decision making process is done before prospects engage with vendors: it can easily be done. The rise of content marketing brought with it abundance of information. There’s plenty of it, everywhere, and on so many channels and devices. To address the infinite choice prospects now have, marketers employ multichannel marketing, which is, in essence, all about choice. Here are some numbers for each channel, according to the 2014 DMA Statistical Fact Book:

• Websites and publications – about $40 billion are spent annually on search and display ads

• Email – 416 commercial email messages is the average number an email user receives in a month

• Mobile - nearly two-thirds of commercial email messages were opened on mobile devices – not a huge surprise, considering the fact that 50% of American adults own smartphones, and that the average smartphone user spends 2 hours 22 minutes using their phone daily.

To sum, there are good reasons why 86% of marketers use content marketing. But the result is that as high as 70% of marketing content created by brands goes completely unused. That is a lot of money that goes down the drain.

And here’s why persona marketing helps take on this challenge:

Since content writing isn’t code writing, almost everyone feels free to comment and suggest stuff to the writers. Content writers are often preached to write “quality content”, whatever that means. Working closely with the actual content producers who measure their work, they feel that writing with a specific marketing persona in mind forces you to put yourself in your prospect’s shoes. The writer must take into account what is the prospect looking for, how will this content piece be consumed – on mobile or desktop – etc. This is a good way to find your niche and actually get people to read.

Challenge #2: Variety of audiences

There is another outcome from Multi Channel and Device Marketing: marketers attract new audiences seeking content. This audience consists of individuals with a huge variance in their goals, attention spans, and means. To move more prospects along from awareness, through consideration, and on to purchase, businesses need a lot more touch-points with such audience, on a lot more channels: owned media, paid media and earned media, which in turn can further increase the audience’s variance.

And here’s why persona marketing helps take on this challenge:

The idea behind it is simple: personas have something in common, so the variance is typically smaller than in the general audience on your website. But smaller variance is by no means no variance – having a single content piece will almost definitely miss out on some of that audience, even if its relatively homogenous. More content on the same subject helps marketers use different angles to get their message through – and to get it to more people that fall under a marketing persona.

If you liked this post, you’re gonna love 5 Things to Know Before Considering Persona Based Marketing and Persona Based Marketing, Segments and Real Time Personalization – connecting the dots.

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