Marketers should publish persona-based niche content to establish authority in the industry

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 11, 2020, 12:07 PM UTC

A Capterra report found while targeting cold leads, content based on buyer personas helps increase the engagement from only 10% to 58%.

This piece recommends brands should focus on a specific niche they already have expertise in. Businesses identify their ideal customers, understand their buyer personas, and create content based on their interests, needs and pain points. It can help brands attract high-value customers and simultaneously build an authoritative voice in the industry.

Aligning the branded content with their prospects’ ethical framework can further enable companies to convert mid-range customers to star customers. Companies can also highlight positive customer testimonies to win consumer trust. 

The author contends businesses should not “try to please everyone”, instead focus only on their best clients to make campaigns more focused. Pre-determining the qualities of ideal customers can help improve marketing efforts.

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