Module 1: Boosting Brand Visibility Through Content-Driven Relationship Marketing Unit 3: Marketing to Persona Pain Points
MOTIVES
PERFECTION
PLEASING
PROMINENCE
POSTURING
Personalities
Pain Point Topics of Interest from Persona Motivations and Personalities
✓ ✓
✓ ✓
✓
Topic 1
Affirming Society Stature
✓
✓ ✓
✓
✓
Topic 2
Networking in Prominent Circles
✓
✓ ✓ ✓
Topic 3
Boosting Celebrity Status
✓
✓ ✓
Topic 4
Flaunting Physical Prowess
Topic 5
Performing for Audiences
✓
✓
Topic 6
Impressing Clients
✓ ✓ ✓ ✓
✓ ✓
✓
Topic 7
Attending Gala Events
✓ ✓ ✓ ✓
✓
✓
✓
Topic 8
Celebrating in Style
✓
✓
Topic 9
Closing Deals
✓
✓ ✓
✓
Topic 10
Reinforcing Corporate Image
✓
✓ ✓
Topic 11
Indulging Fine Taste
✓ ✓
Topic 12
Treasuring the Moments
interests inspire our topics and social media platforms for reaching these personas.
INSTRUCTIONAL OR INSIGHTFUL CONTENT
AMALGAMATION BY COMMON INTERESTS
As shown in the model below, content that addresses top-funnel pain points is typically instructional or insightful and intended to either provide operational help or marketing foresight, respectively. The latter especially has a sizeable impact on a brand’s thought leadership capability which, in turn, drives their social media influence. Notice how this educational need is handled on the next page by a faith-based organization with insightful content often Trust You Brand Exposure
Finally, as demonstrated above, we examine the content topics of interest that resonate with each of these personas. The goal is to find some common threads across each persona to limit the number of topics across all personas. In the case of the customer tailor business, the following twelve topics of interest were derived from the persona motivations. Know You
Top-Funnel Content
Like You
Awareness ( Stranger )
Heartfelt Emotions
Credible Content
Connecting to Pain Points
Understanding Pain Points (Module 1 Unit 4)
Trusted Authority Recognition
0.42***
Content Credibility
Market Foresight
(Module 1 Unit 3)
Social Media Influence
Thought Leadership Capability
0.24***
0.14*
Operational Helpfulness
*** p < 0.001, ** p < 0.01, * p < 0.05, ns (not significant)
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