An audience-focused approach can help.
Persona-based content is an effective B2B tool that can improve campaign performance, especially when your content needs to serve multiple personas. Targeted messaging for various personas within your customer and prospect base can increase engagement, boost click-through rates to related assets, and – ultimately – improve conversions.
Here are 7 Lessons Learned from a successful persona-based marketing content campaign:
1
One-size-doesn’t-fit-all
Within your target audience, you have several personas, each with distinct roles and responsibilities. Pain points and needs vary by role, as do styles and preferences for consuming information. Trying to serve all personas with a single asset can end up delivering lackluster results, especially if buyers have to wade through information that isn’t pertinent to their position.
Starting with a consistent asset framework allows for cohesive overarching campaign messaging, but some customization can help each persona get exactly what they need and want out of the content.
Version an asset to serve all personas
2
When done correctly, asset versioning will create high value, gate-able targeted assets.
In general, 30-40% of the copy in any “shared” asset will need to be adjusted for each individual audience.
Designing an asset that can be customized by persona is much faster than starting several pieces from scratch. You can also personalize key sections within an asset to appeal to specific personas. By building modules (think checklists, FAQs, and callouts) that break up copy and can be added or removed based on each target’s priorities, you can save time and stretch precious resources.
Modular asset design saves time and money
3
Struggling to make strides with key stakeholders?
7 lessons on persona-based content
audience
Target
Especially if the agency specializes in B2B content, you should be able to hand over resources and avoid the hassle of tweaking multiple iterations of an asset. Because specialized agencies build content every day, they also can share their experience of what works and what doesn’t with a variety of approaches, helping ensure your content’s success.
An agency partner is valuable
4
An agency partner helps you break free from internal silos and inject objectivity.
Whether that means engaging an agency or pulling in marketers from other teams at your organization, investing time and effort upfront to share background, goals, and challenges can help you create the most impactful content and avoid missteps.
Be sure to invest some time upfront for discussions that can help scope your project appropriately and hone messaging.
Collaboration is powerful
5
More brains in the room is better!
Buyers may well abandon the asset if it is too wordy and/or doesn’t seem to fit their needs. Throw some Spanx on that content to make sure you’re delivering the most value possible on every page. Any information or detail that won’t be of interest to the target persona should be eliminated.
No more “meh” content
6
Trying to cram too much into a single asset can do more harm than good.
Not all marketers are taking advantage of persona-based content, so employ this deliberate, thoughtful approach to customized marketing to gain a leg up on your competition and maximize the efficacy of your marketing efforts.
Edge out the competition
7
Drive higher sales conversions and
increase revenues with a targeted
persona-based content campaign.
Image Sources:
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