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How buyer personas and keyword research inform content strategy
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Digital Content Strategy
1.
Digital Content Strategy How
Buyer Personas and Keyword Research Inform Content Strategy
2.
Agenda /////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Target Audience Buyer Personas Keyword
Research Content Strategy
3.
Target Audience /////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Location Age Gender Interests Keywords
4.
Buyer Persona /////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// A buyer
persona is an example of a real person who buys, or might buy, products like the ones you market. Source: BuyerPersona.com
5.
Buyer Persona /////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// SOLUTION PAIN INTERESTS
6.
Buyer Persona /////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// SOLUTION Foster care Rehabilitation Conservation Rescue Volunteering PAIN Injured
animals Birds Turtles Squirrels Opossums INTERESTS Foster care for injured animals Bird rehabilitation Turtle rescue Environmental conservation
7.
Buyer Persona /////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// PRIORITY INITIATIVE SUCCESS FACTORS PERCEIVED BARRIERS DECISION CRITERIA BUYER’S JOURNEY Source: BuyerPersona.com Five
Rings of Insight
8.
Buyer Persona /////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Source: BuyerPersona.com PRIORITY
INITIATIVE What business conditions trigger this buyer’s decision to look for our product/service?
9.
Buyer Persona /////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Source: BuyerPersona.com SUCCESS
FACTORS What results or outcomes does this buyer persona expect from our product/service?
10.
Buyer Persona /////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Source: BuyerPersona.com PERCEIVED
BARRIERS What attitudes or concerns prevent this buyer from purchasing our product/service?
11.
Buyer Persona /////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Source: BuyerPersona.com DECISION
CRITERIA What features of our product/service does this buyer evaluate as they compare alternatives?
12.
Buyer Persona /////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Source: BuyerPersona.com BUYER’S
JOURNEY What steps does this buyer go through to come to a decision, and is anyone else involved?
13.
Buyer Persona ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
14.
Buyer Persona ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
15.
Keyword Research /////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// interests keywordsinsights+
=
16.
Keyword Research ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
17.
Keyword Research ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
18.
Keyword Research ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
19.
Content Strategy /////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Categories Article Titles Tags
20.
Content Strategy /////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Editorial Calendar
21.
Content Strategy /////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Questions?
22.
Content Strategy /////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Comments?
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