Is the B2B content you publish relevant to your audience needs? When you write new content, do you mentally channel your customers? In this Point of View, we look at five basic elements of how to characterize your target customers with what’s called a buyer persona.

1. “How to Write Buyer Personas for B2B
Content Marketing”
Marcom Productions presents Point of View the on-demand webcast of B2B marketing best practices. I’m Rich Cunningham .
Marcom Productions presents Point of View, the on-demand webcast of B2B marketing best practices. I’m Rich Cunningham.

2. Five Elements
of a
Buyer Persona
Is the B2B content you publish relevant to your audience needs? When you write new content, do you mentally channel your customers?
In this Point of View, we look at five basic elements of how to characterize your target customers with what’s called a buyer persona.
Buyer personas are memorable.visualize are motivational.
Stories. Stories help marketers Stories their ideal customers. These are narrative descriptions of a representative person, rather than an abstract market. With these personal profiles, marketers are able to develop
relevant, meaningful content that serves these customers’ needs.

3. Attributes Such As
• Age
• Gender
Personal
• Economics
Biography • Education
• Race
• Ethnicity
• Etc.
We begin the buyer persona by Stories are motivational.
Stories. Stories are memorable.naming a representative buyer and describing their personal biography. This can include a number of attributes, such as age, gender, economic class, and education, for example. This
demographic profile gives us a feel for a typical member of this customer segment.

4. Attributes Such As
Responsibility
• Job Description
• Roles
Personal
• Responsibilities
Biography • Challenges
• Influence
• Reports to
• Etc.
Stories. Stories are memorable. Stories are motivational. job description – or more precisely, what are the target customer’s roles and responsibilities. Taking it further, what are the key challenges facing people in
The second element in how to write buyer personas is the
this type of position. With this insight, we can improve the relevance of our content by zeroing-in on the topics most appreciated.

5. Attributes Such As
Responsibility
• Ambitions
• Career Track
Personal
• Personal Goals
Biography
Aspirations
• Etc.
Third, what are are person’s aspirations? What are their
Stories. Stories this memorable. Stories are motivational.hopes and ambitions? Where do they see themselves five years from now, personally and professionally? Regardless of where a person is today, how much
they’ve achieved, they still want to gain more. Understanding our buyer’s goals gives us a feel for how to motivate these buyers through the great content we produce.

6. Attributes Such As
Responsibility
• Loss of Respect
• Loss of Influence
Personal
• Loss of Income
Biography
Aspirations
• Loss of Responsibilities
• Loss of Love
• Etc.
Fears
Fourth, what are this person’s fears? What might prevent them from achieving their goals and ambitions? Fear of loss is the greatest motivator. People fear loss of respect, loss of influence, loss of income, the loss of
anything they’ve worked to accomplish. People fear a change to the status quo, and the uncertainty and risks that accompany change. With this knowledge, we can develop content that presents the customer with
Stories. Stories are memorable. Stories are motivational.
an opportunity to gain, while avoiding a loss.

7. Attributes Such As
Responsibility
• Types
• Sources
Personal
• Industry
Information
Biography
Aspirations
• Authors
• Events
• Professional Networks
Fears
• Social Networks
• Etc.
The fifth element in how to write buyer personas is how this target customer finds, consumes, and shares information. Of particular importance are the types of information they seek to improve their job and career
performance, and to keep up to Stories are motivational.
Stories. Stories are memorable. date with industry trends. What does this person read? Which authors do they follow? What events does this person attend? How do they share information? With this insight, we can
make the best decisions on how to publish and promote our great content.

8. Responsibility
Personal
Information Aspirations
Biography
Fears
Stories. Storiesyourmemorable. the first are motivational.
Understanding are audience is Stories step in creating relevant, meaningful content for your target customers. When you know how to write buyer personas, you’re able to personalize each segment of your buying
audience, and deliver content that matters.

9. “How to Write Buyer Personas for B2B
Content Marketing”
Marcom Productions presents Point of View the on-demand webcast of B2B marketing best practices. I’m Rich Cunningham .
Marcom Productions presents Point of View, the on-demand webcast of B2B marketing best practices. I’m Rich Cunningham.