Module 1: Boosting Brand Visibility Through Content-Driven Relationship Marketing Unit 3: Marketing to Persona Pain Points
PERSONA RELEVANT CONTENT
“If your content marketing is for everybody, it’s for nobody.”
- Joe Pulizzi, author of Epic Content
A common tendency of many marketers is to define their personas as a target audience whose traits are defined in demographic terms. Audience segmentation based on gender, age, income, or purchase history may in fact be highly correlated with the lifestyles of various personas. But unless this segmentation is directly tied to what drives purchase behavior, we are essentially targeting everybody in the same fashion. Greater distinctions across segments are likely to be found when personas are examined from the lens of psychographics (e.g., segmentation based on interests, motives, attitudes, beliefs, and personality traits). Let’s test this out for a custom tailor business. At the top of the funnel, are
audiences interested in buying a suit? Perhaps it’s on their shortlist of purchases to consider when addressing their penchant for prominence , posturing, perfection, or
pleasing others (as shown below), but let’s not jump the gun. There are far more product
categories that could address
these motivations at this early stage of the purchase cycle.
Motivation: Prominence
Motivation: Perfection
Monte Carlo Black Ties
Featured Attractions
Saville Rows
Polo Clubbers
Metro Males
Red Carpets
Motivation: Posturing
Motivation: Pleasing
Proud Patrons
Father of the Bride
Trump’s Apprentices
Podium Pleasers
Primetimes
Sommeliers
| 31
Made with FlippingBook interactive PDF creator