Written by Jason Zagami

customer persona

A Customer Persona is a fictitious model of an ideal customer. It generally includes demographics (age, gender, location, and occupation) as well as psychographics (motivations, likes, dislikes, and pain points). 

The exercise of creating fictitious people based on the attributes of your ideal customers helps to clearly define and segment them for your content marketing team.

You can't be all things to all people. Focus on the types of people who are the right fit for your product or service.  

Here's an example Persona

Example Persona Mountain Matt
When developing buyer personas, here are some of the questions you should think about:

•What is their demographic information?
•What is their job and level of seniority?
•What does a day in their life look like?
•What are their pain points? What do you help them solve?
•What do they value most? What are their goals?
•Where do they go for information?
•What are their most common objections to your product/service?

How Many Personas Should I Create?

It really depends on how many types of customers you service. A company like GE has so many products and services they would need dozens. 

Smaller, less complex businesses only need between 3 and 5. How many groups or cohorts can you distill your customers down to?

Create Content as if you were speaking directly to your Persona

Whatever it is you want to convey, when creating web pages, articles, videos or presentations, imagine your creating it as if you're speaking directly to the person in your persona.

Market Segmentation. 

You may need to create the same content topics more than once. This way content can be written and targeted to each persona.

Imagine you sell Jeeps. Your market research tells you that 80% of all jeeps are sold to single women between the ages of 18-24 and married men between the ages of 28-35. Even though the product (Jeep) is the same, you would need to create differing marketing content to resonate with each group. 

Market Segmentation increases purchase velocity and conversion rates. I'll cover this in greater detail in a future article.  


Are you ready to create Customer Personas?

Great! We have just the thing to help you. Download our free customer persona template.

 Customer Persona eBookHow To Create Customer Personas eBook