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Tailor your messaging

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Aug 08, 2017 • Sheri Johnson • Blog

Content Creation



When I was a young mother, I read everything I could on raising kids. There were many resources for newborn parents and elementary school parents, but when middle school hit, parenting advice options became scarce. My tried-and-true guides became irrelevant. Had any of them offered guidance for mothers at my stage of life, they would have secured a fan for many more years.

Similarly, a successful content marketing campaign considers the target audience, as well as the stage the audience is at in the buyer’s journey. Messaging that resonates requires this dual point of view. To create content that works for both the audience and the buyer’s journey stage, consider these tips.

  1. Create personas representing your target audiences. You can build a persona by putting yourself in the shoes of your target audience. What is on his or her mind? What work worries do they have? When do they think about the products/services you offer? What are their pain points? What are the barriers to reaching them? These are just a few of the considerations to keep in mind as you build out your personas.
  2. Use simple, recipient-oriented language. Use language your key audiences will understand. It should be simple and jargon free. Accentuate the benefits they will gain or how what you offer solves a problem or challenge. Focus on what is meaningful to them.
  3. Tailor your information to the buying stage. Those who are just beginning the buyer’s journey want different marketing content than those near the end. At the beginning, high-level, educational content helps your audience understand your business and offerings. As they get closer to the purchase stage, they expect more detailed information and content that inspires confidence that you are the best choice. Understand what your buyers need at each stage.
  4. Leverage different delivery channels and styles. Knowing your buyer also encompasses understanding how they receive and digest information, so using the right channel to reach them is key. While marketing automation programs allow you to maximize your email and social delivery options to ensure you reach your target audiences at the right time with the right message, don’t underestimate the power of offline channels, like speaking engagements and conferences. Similarly, vary your delivery style with the right mix of copy, infographics, video, podcasts, webinars, etc. Everyone absorbs information differently, and you’ll want them to get it in a format that works best for them.
  5. Keep your finger on the pulse. The beauty of marketing automation is the ability to know what’s working. Track the content that creates engagement and use that knowledge to build on what’s working. Conversely, replace content that doesn’t resonate with new pieces that you know will be more likely to draw your audience through the buyer’s journey.

If you keep these things in mind, you’ll achieve greater success at capturing the attention of your target audience and keeping it. It all starts with understanding your target market and creating the content that fits their needs at their place on the path to purchase.