Here’s Why It’s Worth Taking the Time to Create Marketing Personas

A persona is a marketing and design tool that allows you to create a detailed picture of your audience and consider how your content will reach them on many levels. Creating a persona is not as simple as sketching out a hypothetical person in one specific situation – instead, a persona reflects a synthesis of thought, research, data, insights, and observations about your audience, including what they do in a day, what their preferences are, and how they are influenced. 

When created properly, personas can help inform how you craft your content marketing – from which formats you use to your tone of voice. When creating a persona, be specific and give the person a name. You might give them a photo or an illustration to help bring them to life. Next, define their key demographics. What is their background? How old are they? Where do they live? What do they do for a living? With those details in mind, flesh out the things that make them tick and motivate them, as well as the areas that a thorny or challenging for them. Think about the types of content they love, what they spend their time reading/watching/consuming, and how long they spend absorbing content. 

It is worth noting that most brands have more than one target audience – which is perfectly alright! The more data you have on your most engaged audience members, the more you can go to bat for them. I recommend creating 3-5 personas to account for different audience types or segments. More than that can make it difficult to be decisive about your content marketing strategy. 

Are you curious about how personas can add life and color to your digital strategy? At ASTRALCOM, we have been touting the benefits of personas for decades, and we’re here to help increase engagement with your digital content by helping you better understand your audience.