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Blogging in the Age of Content Marketing 10 11 Blogging in the Age of Content Marketing Creating Your Audience Personas To write compelling content for your audience, you need to know every- thing about them. According to HubSpot, your audience personas should be "semi-fictional characters that represent your dream customers." The key thing to remember is that they are characters – an identity that you create rather than one that's based off real people. You want to be detailed in your description and include facts about both their personal and professional lives such that you paint a clear picture of the person(s) you're speaking to. Consider including facts such as: M a ke s u r e t o i n c l u d e a p i c t u r e along with your character personas; yo u w a n t t o m a ke t h e p r o f i l e a s detailed and realistic as possible so every person in your company can visualize and empathize with the character. 1. Personal and professional goals Demographics Personal and professional pain points Behaviour characteristics + + + + IDENTIFIERS - Busy managing marketing activities - Approachable - May have a small team, buys into corporate culture HOW WE HELP - Make it easy to create a central destination for customers - Provide metrics to see what content is effective DEMOGRAPHICS - Skews female - Age 25 to 35 GOALS - Keep her boss happy (metrics) - Keep customers happy - Wants to learn BACKGROUND - Marketing Manager at Targetly - Works for Jimmy, she's the doer - Experience in marketing; still learning digital marketing landscape CHALLENGES - She doesn't know what's working - Doesn't know where to invest her time and budget - No time to create content, several approval steps - Planning and communication isn't great NIKKI

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