By Robert Rose
Audiences are not just buyers.
Let me explain.
As we’ve outlined, one of the key elements of the approach of content marketing is that it cannot simply be a replacement for our direct marketing efforts. If we are ever to truly succeed with a content marketing strategy, we must provide for the capability to drive multiple lines of value for the business. Audiences enable this capability. Thus, the content platforms we create have one distinct goal: They must build an ever-growing, addressable, trusted audience.
Yes, some members of our audience will become customers – traversing the traditional funnel, acquiring the attribute of “lead,” then “opportunity,” then “buyer.” Others will never buy from us but may provide more long-term value than a customer. They may acquire the attribute of “engaged,” helping us organically connect with four new customers that we may have never otherwise reached with paid media. Other audiences may be “influencers,” helping us amplify our reach, thus creating a more efficient paid media effort. And, finally, some audiences may be “trusted,” and enable us to drive direct revenue from content – thus providing a marketing platform that pays for itself.
At the heart of this valuable audience is, of course, content. And if we are to build successful, trusted platforms, we must change the way we go about developing the personas that will subscribe to them.
To gain subscribers for our #content platforms, we must change how we develop personas, says @Robert_Rose.
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Buyer personas – limited answer for content marketing
Before we begin, let me state that I’m a huge proponent of buyer persona development. I think it is a critical part of helping product- and service-focused marketers get an understanding of how to bring their product into the marketplace. Buyer personas have been defined as: