Creating content leads to having a target audience. And having a target audience leads to personas.
In this post we take a look at the latter of the two.
We’ll explain why they are so important to your native advertising strategy and provide a glimpse into how they are made.
But first, what is a persona anyway?
A persona is a fictional character created to make an actual and realistic representation of a user type that might use your website, brand, product or services. Personas serve the purpose of helping brands develop a greater understanding of customers and their needs. More than anything, if you work thoroughly with personas they provide a constant guidance on how to design content with the needs of your customers in mind.
As it relates to native advertising, a persona should represent the user type that you expect and hope to engage with through your content. Obviously, this user type isn’t necessarily identical to the ones that you hope will buy your products. Similarly, the relevant personas can vary depending on each individual piece of content. What’s important is your dedication to work thoroughly with personas and always develop and identify the right persona for each individual project.
3 reasons why personas are so important to your native advertising strategy
1. In a time with content in abundance you need to understand exactly what kind of content that your target audience wants to engage with. Personas help you achieve that.
2. Personas eliminate guesswork. You can reach beyond a shallow understanding of your target audience and position yourself to provide truly useful content.
3. Thoroughly developed personas pave the way for content ideas that would be difficult to identify if you didn’t possess a keen understanding of your target audience.
How you create personas
Personas are created through a process of questions and answers. The quality of your personas will largely come down to how meticulously you research those answers, but the right questions are a vital ingredient as well. Here are 10 questions that bring you a long way towards understanding your target audience.
1. Who is your persona?
2. In what industry does your persona work?
3. What are the non-work-related hobbies of your persona?
4. How is the health of your persona?
5. What triggers your persona to act?
6. Who are the influencers of your persona?
7. What types of products does your persona buy?
8. Which are the favorite mediums of your persona?
9. Which are the favorite social media platforms of your persona?
10. Which units does your persona employ to gather information?