How to use Buyer Persona to Create 10x Content ROI?

How to Create a Buyer Person? What does it take to create a Buyer Persona?

Is the buyer persona one-time activity?
Based on environment and life circumstances people keep changing jobs, titles, likes and dislikes. Buyer Persona is not the end-all & be-all of the content strategy but obviously, it is the best place to start.

Can the buyer persona be multiple?
Yes, if you have multiple niches, but when you start, you want it to be one niche, one persona, one offer, one channel, and one funnel. As you reach saturation in your niche, you can start with adjacent niches sharing similar pain points.

When to adjust the buyer persona?
You should first measure the content ROI, then adjust and audit the buyer persona as and when needed.

When do you attach real ROI to your buyer persona?
Your ability to unlock content topics that map to your persona’s stages in the sales funnel will lead to optimal ROI. This is precisely the moment you attach real content ROI to your buyer persona.

What techniques we can use to build a buyer persona?
Google Surveys, interviews, and “just call” to your ideal/real customer.

Matching search intent with the Buyer’s purchase journey leads to 3x more ROI on content capital. Different content types are mapped to different funnel stages based on identified search intent using market research and resonance in the previous step and generating leads that are marketing and sales qualified.

The top 3 types of content B2B marketers use are social media content (95%), blog posts/short articles (89%), and email newsletters (81%). Other content types used in last 12 months: Long-Form Text (e.g., articles 3,000+ words) (38%); Research Reports (34%); Print Magazines (24%); Podcasts (21%); Live Streaming Content (10%); e Books (9%); and Other (12%)

What are the 3-stages of a sales funnel?

1. Awareness: This is where your potential buyers have expressed and realized their symptoms of a potential problem or opportunity.

2. Consideration: your potential buyer has given a clear name to their problem or opportunity.

3. Decision: your potential buyer has a clear definition of their solutions, strategy, approach, and/or method.

How to map the content to the sales funnel?
Awareness: e.g., A beginner’s guide to ..blog posts}
Consideration: e.g., A checklist to + how it works…ROI calculator, datasheets, infographics
Decision: e.g., CTA to book a call, free trial, pricing, register, login, contact us, quote, case study, and ask your sales team and directly to the client.

Can you provide some example questions that you will ask for each stage?
Awareness: What is your biggest need or pain point?
Consideration: What is your budget and what is the timeframe to solve your problem? How can we make the process easy for you?
Decision: Is this price suits your budget, our offer, urgency, scarcity, risk reversal guarantee, bonus, etc)

What are your 3 content goals?
Goal 1: Organic traffic with high ranking
Goal 2: Mapping content to generate sales
Goal 3: Building brand awareness and trust

What are the fundamental questions you can ask for each of these goals?
Goal 1: What drives your customers? Name 5 topics you want to target for ranking on Page #1 of Google in the next 5-6 months?
Goal 2: Who to reach out to for testimonials and case studies? How to create product reviews, customer interviews, surveys, ROI calculators, and data sheets?
Goal 3: How to create effective Linkedin Articles, Youtube Videos, Webinars, Podcasts, and social media posts.

Is content creation part of SEO?
53% of marketers rank content creation as the single most effective SEO tactic (NewsCred). Search drives 10x more traffic than social media (SimilarWeb).

What is the 5-Step checklist to create “10x Content”?
Look at current Google results for your topic and ask “Can I do 10x better? If yes, create content. If not, don’t create. It will be hard to rank. 5 checks that you need to perform. 1. 10x more user experience 2. 10x more thoroughness 3. 10x more visual 4. 10x more engaging writing and finally 5. 10x more data and research.