Decorative Header Image

Personas and Writing for Audiences

Using Audience Personas to Create Engaging Content

The secret to effective written content is defining your reader’s persona, and using that persona to create useful content. But where do you start?

Defining the Persona

What do we mean by “persona?” This is simply a shorthand term for a sketch of a typical member of a segment of your target audience. Defining your reader’s persona helps you deliver actionable, informative, engaging content aimed at your potential customers and stakeholders. Many companies develop several personas to represent the different segments they need to reach. These could be:

  • Prospects at different stages in the buying process.
  • End users of your products.
  • Decision-makers at government agencies.
  • High-level executives.
  • Other stakeholders in your project.

Each of these segments has different needs. End users need problems solved and questions answered. Contacts at the top of the buying “funnel” need awareness of your company and your services. Prospects closer to making a purchase need more detailed information.

Creating Personas for Your Target Audience

When creating a persona, think about a specific (if imaginary) person who represents the audience segment you want to reach. Then develop a list of questions that help you define this persona. When it comes to B2B content, especially for government contractors reaching out to government buyers and decision-makers, think in terms of professional roles and responsibilities and how these intersect with your company and your brand.

Some questions for your persona could include:

  • What job title or position does this person hold?
  • What business sector is she in?
  • Is he a primary decision-maker, or does he need to work as part of a chain of command?
  • What challenges does she face in her day-to-day job?
  • What information or tools might help her address these challenges?
  • Where is he in the purchasing process, if he’s a potential customer?

Besides these basics, you need to uncover what content best reaches this persona.

  • What social networks does he use?
  • Does she regularly read content on a mobile device?
  • Can he access content during work hours? Keep in mind that some government agencies have restrictions on social media consumed on site.
  • If you’re reaching out to consumers or others in the general public, what are their demographics in terms of age, location, and ethnicity? What social media channels do they prefer?

Your Persona Homework

This may seem like a daunting list of questions at first. How can you find the answers? When researching your persona, a few Google searches won’t necessarily help build an in-depth picture.  Some ideas to get you started include:

  • Talk to your current clients. Don’t be afraid to ask your customers serious questions; you already have a strong connection to them.
  • Keep up with trends in your field. Attend industry events and trade shows, and listen to what speakers and participants have to say. Read industry-oriented publications and sites. Follow social media accounts of industry associations and thought leaders.
  • Study web analytics of your website. What pages on your site do visitors linger on, and what pages do they skip? How do users find your site in the first place?
  • Research the competition and their content. What do they use? White papers, case studies, webinars? Are they filling a content gap you’re forgetting?

Putting Your Personas to Work

Write down your persona’s information and refer back to it as you craft your written communications and marketing content. Whether you’re sending a newsletter to current customers who might need an upgrade, or a creating a white paper aimed at high-level leaders, refer back to your persona and adapt your voice and your message accordingly.

Taking the time to develop detailed personas for all of your content means you can better engage with your desired target audience, whether they’re customers or other stakeholders. Personas help you specifically address their needs, answer their questions, and create awareness. Whether you create these personas internally or work with outsourced content experts to define them, the effort pays off for your company. Download an example persona.