{"id":30618,"date":"2014-06-20T14:26:31","date_gmt":"2014-06-20T14:26:31","guid":{"rendered":"https:\/\/brandignitybeta.com\/demo\/brandlatest\/2014\/06\/20\/persona-content-marketing\/"},"modified":"2014-06-20T14:26:31","modified_gmt":"2014-06-20T14:26:31","slug":"persona-content-marketing","status":"publish","type":"post","link":"http:\/\/brandignitybeta.com\/demo\/brandlatest\/persona-content-marketing\/","title":{"rendered":"Does Your Content Have an Accent?: Why Localized Personas Matter"},"content":{"rendered":"

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By Justin Gray, CEO of LeadMD<\/p>\n

As a content creator, you know that the more personalized the content<\/a>, the better reception\u2014and qualified leads\u2014it will get. So as a good content marketer, you spend the time to research your target audience and carefully craft buyer personas to help guide your content strategy. These personas<\/a> become the reference point for all of your content, from white papers and articles to social media and videos and infographics.<\/p>\n

Hate to break it to you, but that level of \u201cpersonalization\u201d might not cut it.
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The hard truth is that just like marketing can\u2019t be one-size-fits-all, sometimes, neither can your content strategy and personas.<\/strong><\/h1>\n
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That\u2019s not to say you have to develop a brand-new content strategy for every single area in which you distribute content, but you do have to be mindful and make necessary adjustments if you hope to be successful.<\/p>\n

The benefits you get from localized marketing efforts<\/a> are definitely worth the effort. As we know, relevance is key in response rates, and the more relevant you can be, the higher your conversion rates. You also gain brand loyalty and trust. People appreciate when companies take the time to speak directly to them\u2014it makes them feel more connected. And, you can create a competitive advantage by being present in a way that other companies are not.<\/p>\n

When you\u2019ve identified the local markets you want to target, try incorporating some of these suggestions in to your localized content strategy.<\/p>\n

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Tailor Your Existing Personas<\/strong><\/h1>\n
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You\u2019ve done the work to create personas. Great\u2014you don\u2019t necessarily have to start from scratch to make them local. Just carefully research your target markets and enhance your existing personas with the unique flavor of that area\u2014words, phrases, work\/life behaviors, etc.<\/p>\n

Remember that your personas should go much deeper than just demographic information, so really dig into details. Talk to customers or partners in those areas to learn their views and ways. Don\u2019t skip the research and stoop to stereotypes; make it real so your content has the ring of authenticity.<\/p>\n

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Create Unique Regional Content<\/strong><\/h1>\n
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Targeting content to a regional or local market can be a fun and effective way of showing you know what their world is like and you have some valuable information to help them navigate it. Maybe it\u2019s creating a white paper called \u201cThe Southern Business Owner\u2019s Guide to SEO\u201d, or designing an infographic for New Englanders with suggestions of unique tools to use while building a snow sculpture. With marketing automation tools that enable you to segment, it\u2019s easy to promote localized content.<\/p>\n

With social media, it can be as simple as addressing a certain area in your post. This works especially well with timely events\u2014for example, a tire distributor may address an area that\u2019s gotten a lot of rain with \u201cHey Tampa, we\u2019ve ranked the top 10 rain tires. Looks like you\u2019ll need them!\u201d<\/p>\n

Here are some additional resources.<\/p>\n