Want a Compelling Content Strategy? Try Creating Buyer Personas First

Really knowing your customers can go a long way in creating valuable website content.
June 01, 2017

Whether you are looking to create compelling content or convert more of your visitors into customers, personas can be the secret ingredient to your success. Just as you relate to a character in a movie, you can better relate to your customers by creating buyer personas.

As models of hypothetical individuals, personas can help you connect to your target market on a personal level. Through personas, you have the chance to root for your prospects and customers, assisting them in overcoming struggles and in reaching goals.

Addressing the Four Temperaments of Buyer Personas in Your Content

If you are in the process of creating your personas, remember to gather insights from real data you collect through quantitative and qualitative usability research.

In modeling the personality of the buyer personas, make sure you assign them one of the dominant archetypical temperaments.

When creating content for your business, keep in mind that you should offer your readers solutions and tips.

—Khalid Saleh, CEO, Invesp

Historically designed to understand common psychological traits and behaviors, the temperaments date back to Greek philosophers and carry through to modern psychologists.

Updated for the reality of online shopping, these four major personality types can help you predict personas' actions and motives. With these predictions in hand, you can better tailor content to address each temperament.

1. The Logical Persona

Detail-oriented and systematic, logical personas like to research and gather thorough data before making a purchase. You can satisfy their needs by creating content rich in detailed information that allows them to find out more about your products and services. For these personas, you should design comprehensive content, filled with useful data.

2. The Caring Persona

Caring personas rely on third-party approvals to decide on their purchases. Endorsements and recommendations go a long way in influencing these buyers' decisions. They like to check reviews, testimonials and awards received, as well as media mentions about your company. 

3. The Impulsive Persona

Impulsive personas buy fast. These buyers browse products and services with a purpose. When they arrive at your website they want to easily and quickly find the benefits you provide, preferably presented in bullet points, with clear, outstanding CTAs.

4. The Aggressive Persona

This competitive personality wants to acquire the finest products and services. To convince aggressive personas to become your clients, you need to show them that you offer premium, first-rated products or services. An aggressive persona would love to find a comparison chart of the different products you offer in your online store. With a comparison chart, you assure your visitor that she will buy the best product available.

When creating content for your business, keep in mind that you should offer your readers solutions and tips. Generate content that is useful and helpful. Do not fall into the trap of me-me-me content.

Create Content for Each Stage of The Buyer's Journey

Besides catering for personas' temperaments, your content strategy should try to address each stage of the buyer's journey.

From awareness through consideration to decision, you can map your content and decide on the types of production you need to focus on.

Choose the types of content that makes more sense for your personas, but also consider the structure you need to produce this content. Depending on your resources, and your personas' interests, a video might be faster to produce, with better results. In other cases, an e-book might be a better choice.

Combine Persona Temperaments and Stages of the Journey for Compelling Content

After you created your personas, assigned them personality temperaments and determined the types of content you can produce, now comes the fun part. You just need to combine the temperaments of your buyer personas to the types of production of the journey.

Say you have a camping gear store and you've created a series of videos with different products, showcasing how they're used. A logical persona early in the funnel would love to follow and watch each episode. An aggressive persona later at the buying funnel would skip to the last video of the series, the one comparing and ranking all the products.

Using A/B testing to measure which content works for your personas will provide tremendous value. Once you figure out your personas' interests, you can leverage different formats of content to deliver engaging experiences. To learn more on your prospects and customers' preferences, constantly analyze metrics and spot your best performing content. Buyer personas can be powerful allies on your content strategy. Make sure you try assigning them personality temperaments and recognize the stages of their journey. With both approaches, you will be able to create content that addresses your prospects' and customers' needs on a personal level.

Photo: Getty Images