Creating buyer personas can help marketers enhance their content strategy

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 01, 2020, 5:26 PM GMT+0

According to a NetProspex study, buying personas increased the number of pageviews per visit by 100%, duration by 900% and ROI by 171%.

Businesses should first step up goals and KPIs of their content strategy to keep every members’ efforts focused. Researching their audience personas can then help marketers find out what content their prospects want to consume. They should create a buyer persona considering the factors like persona demographics, professional status, pain points and challenges, among others.

Conducting a content audit can further help brands identify and optimise low-performing content. They can also analyse competitor sites to identify new opportunities along with content and keyword gaps.

Before planning new content, marketers must analyse and understand user search intent. They should further build a content framework with insights around primary keywords, secondary keywords and optimal word length to improve efficiency.

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