Join our #CMWorld twitter chats! Every Tuesday at noon Eastern! We'll talk all things content marketing, with a different topic each week.This week's chat was with Adele Revella from the Buyer Persona Institute.
3. #CMWorld • contentmarketingworld.com
Buyer Personas & Content Marketing #CMWorld • Twitter Chat
Audiences are about job title, industry, etc. Buyer personas tell the full story about
how and why a buyer makes a buying decision #cmworld
@buyerpersona
Many people confuse target audiences with buyer personas, so they’re missing
most of the value #cmworld
@buyerpersona
@CMIContent A1: Buyer persona = well-defined segment of target audience;
more precise in terms of characteristics, needs, behaviors #CMWorld
@MelClarkMkt
A1: Buyer persona describes motivations, needs, strategies. Target audience
describes more granular info, ex. demographics. #cmworld
@WhatRunsWhere
4. #CMWorld • contentmarketingworld.com
Buyer Personas & Content Marketing #CMWorld • Twitter Chat
Q2: What are the main questions you
ask when developing a buyer persona?
#CMWorld
5. #CMWorld • contentmarketingworld.com
Buyer Personas & Content Marketing #CMWorld • Twitter Chat
The first question is: Take me back to the day when you first decided that
you needed to solve this problem, what happened #cmworld
@buyerpersona
A1: What influences them! (news, blogs, sites, memes) #CMWorld
@MichaelMooneyy
Marketers need to focus on asking good probing questions. The buyer’s first
answer will never provide deep insight #cmworld
@buyerpersona
@cmicontent A2: What is this persona’s reality, needs, challenges,
influences & communication style #CMWorld
@MelClarkMkt
6. #CMWorld • contentmarketingworld.com
Buyer Personas & Content Marketing #CMWorld • Twitter Chat
Q3: Are certain questions – demographic
vs. job/seniority vs. how they consume
info – more valuable than others?
#CMWorld
7. #CMWorld • contentmarketingworld.com
Buyer Personas & Content Marketing #CMWorld • Twitter Chat
Just have a conversation, find out what mattered to them, what content helped
as they made a choice #cmworld
@buyerpersona
@cmicontent A3: Their decision-making process & influential factors are key.
#CMWorld
@MelClarkMkt
Find out which content helped them to decide that your competitors solution was
easier to use #cmworld
@buyerpersona
A3 The buyer isn’t always looking to buy, but they’re always looking to get
better at their job. Figure out how you can help that. #cmworld
@njh287
8. #CMWorld • contentmarketingworld.com
Buyer Personas & Content Marketing #CMWorld • Twitter Chat
Q4: How do you find people to interview
to develop buyer personas?
Is your sales dept willing to share
customer contact info? #CMWorld
9. #CMWorld • contentmarketingworld.com
Buyer Personas & Content Marketing #CMWorld • Twitter Chat
The senior marketing exec should talk to the senior sales exec about the results
marketing will deliver w/this insight #cmworld
@buyerpersona
Individual sales people might resist, so get with senior sales execs and focus on
the benefit of insights #cmworld
@buyerpersona
A4: start with existing customers. Find out why they chose you. #CMWorld
@MichaelMooneyy
@cmicontent A4: Past/current clients for insight on actual market + leads you didn’t
convert for realities you may have missed #CMWorld
@MelClarkMkt
11. #CMWorld • contentmarketingworld.com
Buyer Personas & Content Marketing #CMWorld • Twitter Chat
A5: That is a quantitative question and this is qualitative research, but we generally
recommend 8 interviews to begin with #cmworld
@buyerpersona
If you need more data to convince stakeholders, follow up with a survey to validate the
interview results #cmworld
@buyerpersona
@JoePulizzi Agreed, no set # and ongoing is optimal. I’d recommend having SET
# to make sure it’s happening consistently. #learning #cmworld
@njh287
@jenkobylar @CMIContent @buyerpersona We don’t have a rule but constantly
keep ears to the floor and ask for feedback, good AND bad #cmworld
@MelClarkMkt
12. #CMWorld • contentmarketingworld.com
Buyer Personas & Content Marketing #CMWorld • Twitter Chat
Q6: How do you decide how many
buyer personas your company needs
to create? #CMWorld
13. #CMWorld • contentmarketingworld.com
Buyer Personas & Content Marketing #CMWorld • Twitter Chat
A6: Start with a decision you want to influence and interview those buyers to
see what is different about how they decide #cmworld
@buyerpersona
Create a new buyer persona only when there are differences in buying insights,
demographics = too many personas #cmworld
@buyerpersona
Organize interview results with the 5 Rings of Buying Insight for buyer personas,
explained here: http://t.co/kCfd6RT0Vr #cmworld
@buyerpersona
A6: make sure not to create a new persona just b/c you encounter a new buyer
job title #CMworld
@SFerika
14. #CMWorld • contentmarketingworld.com
Buyer Personas & Content Marketing #CMWorld • Twitter Chat
Q7: What are the main differences
in developing buyer personas for
#B2B vs. B2C? #CMWorld
15. #CMWorld • contentmarketingworld.com
Buyer Personas & Content Marketing #CMWorld • Twitter Chat
A7 B2B buyers usually invest more time & effort in buying decisions so they can
tell you how & why they decide #cmworld
@buyerpersona
The difference is not B2B vs B2C but high consideration vs low consideration
#cmworld
@buyerpersona
For low consideration or B2C, demographics are often all you have to work with
because buyers don’t know why #cmworld
@buyerpersona
A7 IMO B2C: single decision-maker, shorter duration, simple value prop;
B2B: many decision-makers, longer, more complex value prop. #cmworld
@njh287
16. #CMWorld • contentmarketingworld.com
Buyer Personas & Content Marketing #CMWorld • Twitter Chat
Q8: Once developed, how should
that buyer persona dictate your
#contentstrategy? #CMWorld
17. #CMWorld • contentmarketingworld.com
Buyer Personas & Content Marketing #CMWorld • Twitter Chat
A8 5 Rings of Buying Insight: Priority Initiative, Success Factors, Perceived Barriers,
Buyer’s Journey, Decision Criteria #cmworld
@buyerpersona
A8 Each Ring of Buying Insight has 3-5 Key Thoughts. 5 insights x 5 thoughts
is 25 potential topics for content #cmworld
@buyerpersona
A8 At the intersection between what you want to market and what buyer wants
is core message strategy #cmworld
@buyerpersona
Insights tell you the questions your buyers ask PLUS the answers they
long to hear #cmworld
@buyerpersona
19. #CMWorld • contentmarketingworld.com
Buyer Personas & Content Marketing #CMWorld • Twitter Chat
A9 The goal is not buyer personas but buyer expert marketers. Experts are always
investing in their craft #cmworld
@buyerpersona
A9 We recommend that marketers conduct 1-2 interviews per month forever to
maintain status as buyer experts #cmworld
@buyerpersona
A9 - Just like content marketing is not a campaign (there is no stop date), our
buyer persona work is never done. #cmworld
@JoePulizzi
A9: When your metrics drop. Always be analyzing! #CMWorld
@MichaelMooneyy
20. #CMWorld • contentmarketingworld.com
Buyer Personas & Content Marketing #CMWorld • Twitter Chat
Q10: What companies/brands
have been successful in developing
buyer personas? #CMWorld
21. #CMWorld • contentmarketingworld.com
Buyer Personas & Content Marketing #CMWorld • Twitter Chat
@Insightera Using segmented emails, a library of resources, content mgmt systems.
Seems like you guys have got that covered! #CMWorld
@WhatRunsWhere
A10 Most clients will not allow us to disclose their names. Symantec is one
exception. #cmworld
@buyerpersona
22. #CMWorld • contentmarketingworld.com
Buyer Personas & Content Marketing #CMWorld • Twitter Chat
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