Lead-generating content starts with buyer personas


When was the last time you had a problem and took to Google to find the answer? Given that every minute Google recieves more than 4,000,000 search queries, I bet it was fairly recent. Well, that’s what your potential customers are doing too.  They’ve got a problem and they need a solution. So, give the people what they want.

That’s the idea behind inbound marketing: providing informative, helpful content – blog posts, ebooks, checklists – that draws customers to your website. The first step in creating that content is developing buyer personas.

What are buyer personas?

Buyer personas are semi-fictional representations of your ideal customer based on general demographic and biographic information, behaviors, motivations, goals and pain points.

Why are buyer personas so important?

Understanding buyer personas will focus your marketing efforts and help create more effective content. The right content not only brings people to your website, but also converts them to leads and customers. After all, isn’t reaching your ideal customer the goal of your online marketing efforts?

Buyer personas & content creation

Your buyer personas should always guide the content you create – from website copy and blog posts to ebooks and videos. Ask yourself: What content is most helpful, informative and useful to them? How can I help them solve a problem? What are my buyer personas searching for online and how can I provide that information on my website or blog?

How do I figure out who my buyer personas are?

Research to develop your buyer personas can include interviewing and surveying current customers, talking to your co-workers, and even getting feedback from your sales team on their experiences talking with potential customers.

Note: You can have multiple buyer personas, but focus on one primary persona to start. Remember, this primary persona represents not just any current or past customers, but your ideal customer.

Basic questions when developing buyer personas:

This is by no means a complete list, but here are a few basic questions to get started. Download our buyer persona checklist below for a more comprehensive list of questions to help create buyer personas.

  1. What is their job title and demographic information?
  2. What are their typical job responsibilities and roles?
  3. What does a day in their life look like?
  4. What are their challenges/pain points, and what can you do to help solve them?
  5. Who do they answer and report to and what does success look like?

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Laura Elizabeth Saunders

Laura Elizabeth is a strategic dynamo, especially when it comes to implementing inbound marketing strategies. She also enjoys doing research, writing and media relations works for a variety of B2B clients.

Read more by Laura Elizabeth

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