An effective content marketing strategy requires an understanding of the target audience. It's best to be as specific as possible and create a three-dimensional idea of the target audeince. Marketers who segment too broadly have a harder time increasing search engine optimization results, engaging buyers and generating leads. There are various steps B2B marketers can take to successfully execute a content marketing strategy, keeping buyers – the target audience – in mind.
It's important to consider that the target audience is made up of individuals who have specific needs (1). To fully get to know audience members, B2B marketers should create a persona of a prospective buyer, which involves developing a fictional character (2). This helps marketers envision a person, not a virtual figure. Give the buyer a name and make him or her come to life by touching on the person's problems, objections and challenges.
By creating a three-dimensional character, B2B marketers can customize and generate relevant blog posts, white papers and other communications to pique buyers' interest and provide solutions to their problems. Imagining a character can invigorate and help personalize the content, while driving traffic to a company's website.