3. Step 1:
Buyer Persona
Buyer personas are fictionalised representations of your ideal
customer.This research goes into more detail than traditional
target audience or target market research.
4. Buyer Persona
Use the research to find out basic information and find out your
personas pain points and challenges…
Who are they?
What do they do?
What’s their goal?
What’s their challenge?
How can we be the solution?
Ask questions that make you get to know your persona better –
and don’t be afraid to ask specific questions…
What’s their life like outside of work?
What communication preference do they use the most?
What’s their favourite social media platform?
5. Step 2:
Online research
Your online research should be split into 3 different strands:
these are your competitors, your industry and keyword
research…
6. Online
research
Competitors
What are your competitors doing?
What are your competitors NOT doing?
Industry
Are there any hot topics in the industry?
Who are the industry influencers and thought-leaders?
Keyword research
What are the most used keywords and phrases in the industry?
Are these keywords and phrases achievable for you?
7. Step 3:
Choose & create your
premium content
Premium content is a piece of content that sits behind a data
capture form.This premium content should add-value and get
a visitor on your website from a ‘stranger’ to a ‘lead’.
8. Choose &
create your
premium
content
TOP
MIDDLE
BOTTOM
A typical content marketing strategy includes 3 pieces of premium
content.
A “top of the funnel” introductory eBook helping solve persona pain
points
A “middle of the funnel” such as a webinar to talk about how your
product and service can help your persona
A “bottom of the funnel” offer such as a free trial, demo, review, 30
minute call.
9. Choose &
create your
premium
content
You need to make sure the premium content throughout the buyer’s
journey continues to add value to them, and help you convert them
to a customer – no matter what stage they’re at when they come to
your website.
10. Step 4:
Align content with your
buyer persona
Once creating the premium content, make sure they are all
aligned with your buyer persona and their pain points and
challenges.
11. Step 5:
Make it downloadable
Now you’ve created your premium content, you need to make it
downloadable on your website in order to capture data.This means
creating a well optimised landing page which includes…
13. Make it
downloadable
Page title –Title needs to be clear, concise and tell visitors exactly what
we’re offering without the need for them to read the rest of the page.
14. Make it
downloadable
Content – Introduce the premium content with a representational
icon and bullet point reasons why they should download it.
15. Make it
downloadable
Data capture – a form should collect data of persona that gives you
the opportunity to contact them in the future offering your services.
16. Step 6:
Promote on your website
Call to actions aligned with the customer journey on your
website allows you to better target your persona.
18. Step 7:
Get blogging!
Refer back to your buyer persona and keyword research to
create the best blogs and blog titles that address persona pain
points AND is optimised for SEO.
19. Get blogging!
Think of blog titles and topics that…
Answer pain points of buyer persona
Include those achievable keywords and phrases
Don’t be boring…
Embed videos/photos/slideshows
Write up interviews with colleagues/industry thought-leaders
Avoid sales pitches
Promote your premium content
Call-to-actions at the side and bottom of every blog
Text links actually in the blog
20. Get blogging!
“8/10 people will read a title,
but just 2/10 readers will
continue reading the article”
- David Ogilvy
21. Step 8:
Promote to your followers
Use the social media channels your persona is using to
promote your premium content. Also don’t forget your
existing contacts that you can email…
23. Promote
externally
Press release/news story
Tailor and send to local and regional outlets
Tailor and send to industry-related press
Guest blogging
Get a slot on an industry-related website where you can promote
your new premium content AND link back to your website
Industry influencers and thought-leaders
Send premium content to them and ask for feedback/help
promoting
OnlineAdvertising
Google Adwords
Retargeting Ads
Facebook/Twitter/LinkedIn advertising
24. Step 10:
Analyse and tweak
Use your performance of the whole content marketing strategy to
analyse and tweak little things that could make a big difference.
Change call to action colour is just one example.
26. RECAP…
Buyer Persona and online research is really important
Your premium content should be interesting and align
Make your premium content downloadable
Promote your premium content everywhere!
Analyse and tweak to you heart’s content
