Shit just got real. Personal.
Back in November, I was fortunate enough to get a ticket to Kelvin Newman’s first ever Content Marketing Show. I’d only ever heard great things about his Brighton SEO conference and I’d always been impressed by his ideas, his enthusiasm and the way he conveys both when speaking at events, so I was really excited to be going along.
It was made even more special because I was able to bring along Natasha who is the linchpin of so much of Noisy Little Monkey’s creative content output. Both of us came away knackered but delighted. So much of what we do had been validated by industry leaders and we were absolutely brimming with ideas to do an even better job for our clients.
So, out of all the ideas I picked up at the Content Marketing Show, here’s my favourite that will ensure Noisy Little Monkey’s clients have a great 2013. It’s not difficult, so you should be able to apply it to your own organisation.
Shit just got real. Personal.
We produce lots of content for a diverse set of businesses who operate across the globe. We do it pretty damned well and already segment our clients’ audiences depending on content. For example, if we’re looking at producing content for a racing team, internally we’d describe the target audience as ‘young motor sport fans, predominantly male’, whereas for an exclusive wine importer, we’d describe them as ‘relatively affluent, probably home owners, late 30s to mid 60s’.
But one of the things I got from Simon Penson’s preso was to actually create profiles or personas within this audience… So, taking the wine importer customer, we’ll create 3 or 4 personas and give them names. We’ll know (or we’ll make an assumption and then test it) what they wear, what paper they read, how many kids they've got, what their income is and what they like to do in their free time.
Rather than having to sketch out the audience each time for each story like we do now, we can just create some content for predefined personas. So as an example, let’s create a persona called ‘Edward’ – We’d like ‘Edward’ to buy wine from our client.
So, what is Edward like? He is a retired policeman in Somerset, he wears red cords which he buys from the gentlemen’s outfitters and Blue Harbour shirts from M&S. He has 5 grown up kids and earns £30K per year in shares and pension. He doesn't have a mortgage and he is a member of at least two national societies that are a bit geeky about something… like train restoration or something. He won’t mind spending £10 on an everyday bottle of plonk but will expect to pay £20-£100 on something to lay down in his cellar for a couple of years.
Edward doesn't actually exist, I've made him up (mostly) but there are people just like him who my client would love to have visit his shop.
This is beneficial because it will take less time to brief the team on the audience for a story, so we’ll be able to spend more time on creating cool content, meaning our clients will get more bang for their buck.
It’s really easy to do too – you can start creating personas for your audience by basing them on people you already know.
It’s also much easier to write something that resonates emotionally for someone you know and I feel like I already know ‘Edward’… I wonder if he fancies meeting up for a quick snifter at Sante Wine Imports?