1. For search engine optimisation to be
effective, excellent content must be used.
Some consultants now believe that the
concept of the target audience is a bit too
broad. They prefer to use content which is
aimed at buyer personas. An SEO service
has to assess different sites and see whether
or not this kind of approach makes sense for
specific online companies.
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2. Explaining buyer personas When thinking about what makes an idea
distinctive, it comes down to individuality Whereas a target audience can be
thought of as a mass group with typical preferences, buyer personas are less
general One expert has described them as being equivalent to a buyer
personality The basic idea is to consider one person, such as a 22-year-old
arts student who lives away from home, for example, who could be persuaded
to make a purchase
3. Then, you should produce content which might tempt individuals like that to
act Use three or four personas Many campaigns involve inventing
three or four personas These are given characteristics which could be seen as
typical or relevant
4. For example, a site which is selling office stationery might look at building
personas in the knowledge that certain types of people typically make the
purchasing decisions with regards to office supplies There is arguably little
point in trying to sell large volumes of stationery to temporary workers, for
example Make them real The individual buyer persona should be
given a range of characteristics
5. For instance, the age, income, gender, education and interests of an office
manager may be relevant if you are trying to persuade them to buy stationery
products Some imagination can be used effectively at this stage, but there is
no need to go overboard The ‘interests’ section of the persona should
not be extended to the point where it becomes unrealistic or distracting
6. The personas should not be isolated If you think back to the office
stationery example, more than one individual may have a say in deciding
whether or not a particular product is bought While there may be one persona
with greater influence than the others, all the personas might have something
to contribute to a discussion Therefore including a secretary persona as well
as an office manager one makes sense
7. An alternative route When making personas, social media can be a
great help Sometimes the likes of Facebook and Twitter will be useful
networks in this area With some goods or services, it might be more effective
to use LinkedIn
8. This has 140 million members and can be an invaluable social tool It is
excellent if you want to find out important details about a wide variety of
business people and organisations Not a total content solution
Whether or not you use LinkedIn, the use of buyer personas can be useful
when producing better content
9. Content writing can be quite complicated, however, and a whole range of
things contribute to the success or failure of web content Buyer personas may
be a slight improvement on target audiences, but it is important to remember
that they are also just one piece of a bigger picture For more information
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