Module 1: Boosting Brand Visibility Through Content-Driven Relationship Marketing Unit 3: Marketing to Persona Pain Points
• Insightful or Instructional – Does the content provide insights or instruction on how personas can tackle their top-funnel challenges? • Nuanced for Fears or Frustrations – Does the content strike an emotional chord? In what way does it address the persona’s sense of frustration, fear, or anxiety? • Persuasive – How compelling is the argument for addressing a pain point? Is the argument backed by credible relevance? • Out of the Ordinary – Does the content draw attention away from social media clutter with something unusual or unexpected? • Inviting – Alternatively, does it attract attention through posing a question, listicles (4 ways to…), or imagery? • Narrowly Focused – Is the content tailored to a highly targeted audience? • Trending – Is the subject widely discussed among industry experts or consumer interest communities. • Straight to the Point – Does the intent of the content deliver the punchline upfront?
most of which result in pursuits of more cost-effective and efficient methods for resolving problems. In what follows, we will examine the process of connecting to pain points by (1) dissecting unique persona traits, motives, and topics of interest, (2) aligning content to persona(s)’ emotional drivers, and (3) creating content that is interesting, useful, and easy to digest. Specifically, for content to address top- funnel pain points, it should be: • Persona Relevant – Does the content resonate with the motives, personality traits, and passions of targeted personas? • Amalgamated by Common Topics of Interest – In order to consolidate the list of persona interests, does the content address a cohesive set of needs common to multiple personas?
N uanced for Fears or Frustrations N
A malgamated by Common Persona Interests A
P ersona Relevant P
O ut of the Ordinary O
N
S traight to the Point S
I nsightful or Instructional I
I nviting
T rending
P ersuasive
arrowly
Focused
P
I
N
T
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