One of the most common trends in content marketing is the use of the persona to help craft and guide content. This is based in part on the work that marketers like Howard Moskowitz did decades ago. If you’re unfamiliar with his work, I recommend strongly that you watch Malcolm Gladwell tell Howard’s story in this TED talk:
Like any effective marketing tool, personas have cases where they work and cases where they don’t work. Trying to make one tool do everything is a recipe for disaster. The question is, how do you know when using personas makes sense and when it doesn’t?
One way to find this answer is by looking at visualizations of your data. When you visualize things, from simple word clouds to complex charts, you may see patterns in the data. For example, if there are a few major words that stick out like a sore thumb in the language people use to speak to you on Twitter, then you might have a case for using personas to market with.
If you look at your Twitter analytics and see the majority of your followers share a few common interests, then you might have a case for using personas.
Conversely, suppose your word cloud shows every word of equal importance and frequency? Suppose your Twitter followers all have a series of disparate interests that are wildly variable and unrelated? The data might indicate that there are no strong unifying factors among your audience besides your brand, and thus using personas might not make a great deal of sense.
The second aspect of whether to use persona based marketing is based on your product strategy. Consider two different approaches to clustering. If you have a product line that is very shallow, without much differentiation, then personas (which clump and cluster people) might be the wrong way to go, because your product isn’t specialized enough to appeal to a certain cluster or set of clusters. You’d create groups of small audiences that you can’t make happy.
Conversely, if you have products with deep specialization and niches, then using personas tied to each of the products (which won’t make everyone happy but will make a small portion of your audience very, very happy) is the way to go.
Personas are like any other marketing tool. Know the right way to use the tool at the right time, with the right audience and it can yield many rewards. Use them the wrong way and you’ll waste time and resources with little to show for it.
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