personas

To Create Effective Website Content … Know Your Audience

To create effective website content … know your audience. Content marketing is an effective way to stay in touch with your audience, provide them helpful information, and in so doing, position your firm as a company they would want to do business with. But it’s not just touting your features and benefits. It’s all about understanding your audience, knowing the problems and challenges they face, and giving them helpful information and insights they can use. But what do you do with all the fascinating blog posts, news items and infographics you add to your website over the years?Knowing what your readers want will help you organize your content to ensure that your website’s navigation remains simple for your audience as the number of your website content pages and posts expand. So how do you know what your readers want? Well, one effective way is to create a customer Persona. These…
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Writing Web Content With Personas In Mind

When you sit down to write something for your website do you struggle to find just the right, compelling language? You want to show your readers that your team knows what their talking about. You want to establish your credibility. But what happens too often in this desire to appear a “subject matter expert” – in marketing parlance – is the copy becomes jargon-heavy; it becomes more about the writer than the reader. So how do you write web content for your business that is compelling and written for the reader? Create personas. What Are Personas? A persona is a fictional character, if you will, representing a segment of your target audience. The persona is written around a particular behavior or goal. For every goal, there will be a persona. For example, say you own a wine store. You will have some customers that are wine connoisseurs and already knowledgable about wines. They…
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