How to research the content demand of your buyer persona?

Researching the Content Demand of Buyer Persona:

Here are the 6 most important steps you can take to research the content demands of your buyer persona:

1. Define Buyer Persona:

The first step is to clearly define who your buyer persona is. You need to know the demographics, psychographics, and behavior patterns of your target audience to create effective content.

“A persona is a representation of your target audience. Their main commonalities, including defining traits, preferences, habits, demographics, goals, challenges, and more, are combined and distilled to create a fictional character or avatar representing your ideal customer” – Search Engine Land

2. Conduct a Survey:

You can conduct a survey to find out what kind of content your buyer persona is interested in. You can ask questions like "What kind of topics do you want us to cover?" or "Which format do you prefer: blog posts, videos, podcasts, etc.?"

Use the poll feature on the platforms you are using for immediate insights. To further improve your understanding, you can also examine data from the email marketing dashboard, engaged content CTRs, and any comments you have had.

“According to our research, consumers find short-form videos 2.5x more engaging than long-form videos. So humor and relatability are enough to draw people to your brand. In fact, a survey shows that 34% of consumers like to see authentic, less-produced videos” – Sprout Social

3. Analyze Competitors:

Your competitors can give you some ideas about what kind of content your buyer persona is interested in. You can see what kind of content they're creating and how well it's performing.

4. Use Keyword Research Tools:

Keyword research tools including content idea and content research can help you find out which keywords are being searched for in your industry. This can give you an idea of what kind of content your buyer persona is looking for.

5. Check Social Media:

Social media platforms like Facebook, Instagram, X (Twitter), YouTube, and LinkedIn can give you insights into the kind of content your target audience is engaging with.

Look at the hashtags and topics that are trending in your industry. Based on queries, discussions, and conversations, you can even benefit from Reddit and Quora.

Do you know? - “Comments and replies from your followers can also be a great source of ideas and inspiration. They tell you what your community is thinking, what’s important to them, and what they want to learn from you. It’s the perfect way to better tailor your content to reach and connect with them” – Google for Creators

6. Analyze Website Analytics:

Your website analytics can tell you which pages are getting the most traffic and engagement. This can help you understand what kind of content your buyer persona is interested in.

“With the right marketing intelligence platform, today’s marketers can continually integrate data across new channels and platforms to get a clear understanding of their campaigns. From there, marketing intelligence yields optimization and analytics with rich insights that maximize ROI and deliver better customer experiences” – Marketing Intelligence Playbook by Salesforce

which content formats perform best - [buyer persona content] — Image Source - The State of Content Marketing 2023 Global Report by Semrush

By using these methods consistently, you can get a better understanding of the content demands of your buyer persona. This will help you create more effective and engaging content that resonates with them.

Here's related information that you may also find helpful – Customer Retention Statistics [you should definitely be aware of].

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