To be considered truly successful, a content marketing strategy cannot be left to chance – it must be replicable, and there are few things better equipped to ensure this than mapping out each and every “persona” that will be engaging with the content being pushed out, explains Sylvia Jensen, Oracle Marketing Cloud’s Senior Director of Marketing, EMEA.
This marketing persona definition from Ardath Albee summarizes both the importance and purpose of this exercise nicely:
‘A marketing persona is a composite sketch of a key segment of your audience. For content marketing purposes, you need personas to help you deliver content that will be most relevant and useful to your audience.’
Basic perhaps, but given the plethora of content that falls wide of the mark; marketers could do worse than returning to basics. Research by Altimeter found that up to 70% of marketers lack a consistent or integrated content marketing strategy. This comes despite IDC’s research on CMOs from some of the world’s largest technology companies, who report that building out content marketing as an organizational competency is the second most important initiative, only behind measuring ROI.
For Jensen, success comes down to:
“Knowing who your personas and buyers are, defining who the persona is,” working out their job role, mapping out “their pains” and where are they looking to get information from.
Gaining this deeper understanding of the buyers you are serving and their journey to final purchase, described as being a ‘circular journey’ could be the key to crafting a powerful content marketing strategy that both catches individuals at the right moment, but also containing a message that truly speaks to them.
Once the marketing persona has been created explains Jensen, “mapping out that journey for each persona and then creating a content map that moves them along,” is the next stage.