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Audience personas are ‘ideal customers’ that you create as examples of the target audiences that you want to target for different types of content on your site. Some websites will only have one persona because they’re going after one specific target market, such as VPs of marketing. But a lot of sites, like e-commerce sites or publishers, will have a couple personas, usually two or three. It depends on what your goals are and who you want to target.
There are four key areas when it comes to developing personas that you need to think about:
Let’s look at a few example personas for an imaginary sock website:
Danielle is 28 years old. She’s a new mother, and she is looking specifically for gifts and for her family.
Danielle is likely searching not only for herself, but for her family and her baby. Therefore, it’s important to craft content around not only her interests, but her family’s (which is an extension of what she is interested in). It’s important to think about why people are searching and who they are searching for, instead of just the person alone.
Derek is 35. He is budget-conscious, so he cares a lot about price, but he also cares about quality and fashion.
Derek is likely only searching for himself. He cares about his appearance. This means that your company’s socks are an extension of what he will look like to others, so your content needs to reflect that reality. You need to create content that appeals to his needs (in this case, looking sharp without breaking the bank).
Clare is 44. She’s a practical searcher, so maybe she just searches for ‘women’s socks’, instead of ‘high-quality affordable socks’, like Derek might. She also is a frequent traveler and speaker, so likely isn’t at home a lot.
Clare would want an easy-to-understand shopping process that has fast shipping, so her order gets delivered before her next trip.
There are several different ways that personas impact SEO content:
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ABOUT THIS DIGITAL MARKETING MODULE
This module covers the key concepts involved in SEO and content marketing. It outlines best practices for researching your SEO content and aligning it with your content strategy. It also covers best practices for creating content in a productive and efficient way, and demonstrates how to evaluate the performance of your content to ensure that it is meeting your content strategy objectives.