Content Strategy based on Personas and Target Audience Analysis

1. UXtrategy
Uxtrategy
Content Strategy : UX Principles
Building User Experience through
Strategic Content Marketing

2. UXtrategy
Traditional marketing and
advertising is telling the world
you’re a rock star.
Content Marketing is showing the
world that you are one.
Robert Rose – Author ‘Managing Content Marketing’

3. UXtrategy
Step 1: Persona Building
Step 2: Strategization
Behavioral Analysis of users to
determine personas that represent
your target audience.
Creation of content strategy
targeted at the personas.
Content
Strategy
Step 3: Calendar
Creation of a Content Calendar
& Content Curation accordance
with strategy & insights.
Step 4: Evolution
Post implementation analysis on a
weekly level to maintain &
enhance content strategy.

4. UXtrategy
Step 1: User Research & Persona Building
Demographics
Behavioral
Nuances
User Goals &
Aspirations

5. UXtrategy
Step 2 : Strategic Content Planning
Now that we know who they are. How can we
help them achieve their goals & aspirations
with content that we offer?

6. UXtrategy
Step 3: Content Curation
Determination of
content vehicle
i.e.
Wiki, Facebook, Lin
kedIn, Twitter
Determination
of Content
i.e. Article,
Demo, Guest
Post
Research
Curation
Refurbishing
already
available
content
Content
Creation
Content Creation

7. UXtrategy
Best Practices

8. UXtrategy
Content Sourcing

9. UXtrategy
Content Repackaging
Infographics
Myths
Tips & Tricks
Quizzes
Playbook Guides
White Papers
Widgets
Guest Posts
Blog Posts
Analyst Reports
Newsletters
Articles
E-Books
Webinars
Product Demo

10. UXtrategy
Vehicles & Platforms
Internet
SMS
MMS
Mobile Internet

11. Advertising
Astrology
Automotives - bikes
Automotives - cars
Automotives & Gadgets
Careers
Dating & Relationships
Events
Fashion - Make-up
Fashion - Poll
Fashion - Style
Festivals
Gaming
Health - Wellness
Lifestyle
Misc
Movies - Bollywood
Movies - Hollywood
Music - English
Music - Hindi
Music - International
Music - Indian
Profiling
Sports - Cricket
Sports - Football
Sports - Motor
Sports - Gossip
Sports - Tennis
Step-out
TV Alert
Grand Total
UXtrategy
Step 4 : Analytics & Insights
MONTH 1
MONTH 2
MONTH 3
60%
50%
40%
30%
20%
10%
0%

12. UXtrategy
Ongoing Efforts for Strategy Evolution
Feedback from
Users &
Management
Removal of
Unsuccessful
Content Lines
Roadmap for
Marketing
Strategy
Responsiveness
Metrics
Content
Strategy

13. UXtrategy
How does it fit in with your Social Strategy?
Content
Strategy
Social
Media

14. UXtrategy
Be Armed with Answers BEFORE you go social

15. UXtrategy
Case Study
Blyk – A Mobile Magazine for the Youth.
Sample of an Evolving Content Strategy with Data Insights to drive
growth.
Case Study – Blyk

16. UXtrategy
Case Study
You could be producing
amazing content but if it doesn’t
resonate with target audience, it’s moot point.
#CMWorld - Bright Fox Media @BrightFoxMedia
Step 1: Deep Dive Research

17. UXtrategy
Case Study
Identifying Subjects of Interest

18. UXtrategy
Case Study
Informal Surveys

19. UXtrategy
Case Study
How else will you know who
Or what they need?
you’re creating content for?
#CMworld - Ardath Albee @ardath421
Step 2: Building Personas

20. UXtrategy
Case Study
Sample Blyk Persona - Abilash Nathani
Delhi | 16yrs | Male | 10th Class | St. Marks Public School
Abhilash – the person
•Rides a bike – listens to music while on the bike
•Plays all kinds of sports / pool
•Watches cricket / snooker
•Listens to trance and Bollywood experimental
•Plans to become a chartered accountant
Abhilash – family background
•Dad business man / Mom housewife
•Brother abroad studying
•Very close to his mom
Abhilash – in school
•Has a core group
•Is not a leader, but a thought leader where he’s respected for his
views on gadgets/bikes/cars etc. He’s asked for help in notes etc.
Abhilash – financial situation
•Family fairly well-off
•He gets an allowance as well as hits his mom for an extra now and
then
•His mobile recharge is part of his pocket money

21. UXtrategy
Case Study
Sample Blyk Persona - Priyanka Mohan
Lucknow | Female | 20yrs | 2nd year | IT college
Priyanka– the person
•Slightly double personality. One person in front of parents,
another outside
•Reads, listens to rock and soft romantic music
•Watches movies with her friends
•Studies but can’t pay too much attention
Priyanka– the family background
•One of three children. Two elder brothers
•Lives a protective life
•Has to be very traditional at home but is really funky outside
Priyanka– the family background
•One of three children. Two elder brothers
•Lives a protective life
•Has to be very traditional at home but is really funky outside
Priyanka– Finances
•Family doesn’t have loose purse strings but the situation is
comfortable. She doesn’t want for anything unless it is super
expensive
•Pays her recharge amount from her own allowance

22. UXtrategy
Case Study
Sample Blyk Persona - Tony Joseph
Bangalore | Male | 24 yrs | Wipro Infotech
Tony – the person
•Flashy personality - flirty
•Stays alone so has bachelorly habbits
•Likes to cook and make cocktails for guests. Is houseproud.
Tony – family background
•South Indian christian living in Bangalore
•Has a younger sister ready to be married in a couple of years
•Disciplined upbringing
•Does not have a girlfriend yet, nor is planning to have one until he
makes something of himself.
Tony – at work
•Newly corporate
•Is seen moving in the right circles
•Does all the right things
•Likes to socialize with his office colleagues as well as his friends
Tony – Finances
•Earns his own money
•Does not need to send money home although he saves because he
knows he will have to contribute towards his sisters marriage
•Likes to spend on gadgets, clothes and his new car
•Pays his own bill, but is not so price sensitive

23. UXtrategy
Case Study
While content does not always have to be detailed and lengthy, it should be
high-quality,
interesting well-planned
, and
.
John Bottom (@basebot)
Step 3: Customized Content Plan

24. UXtrategy
Case Study
Determine Subjects to Drive Strategy
Bollywood experimental
PJs
Gadgets
Trance
Bike
Gossip
Pool/ Snooker
Rock
Fashion
Soft romantic music
Trivia
Cars
Jokes
Heavy metal
Cricket
Celebrities

25. UXtrategy
Case Study
What it translates to…
27/02/2014
25

26. UXtrategy
Case Study
Without analytics to add additional insight – you only get
half the picture.
#cmworld - Angela Dunn @blogbrevity
Step 4 - Optimizing Content Strategy

27. UXtrategy
Case Study
Growth of Personas through feedback
Implicit
profiling
Responsive
trends from
users
Explicit
profiling
Negative
profiling
Profiled content
27
What users
explicitly say
‘yes’ to
What users
explicitly say
‘No’ to

28. UXtrategy
Case Study
The Growth of the Blyk Content Strategy
• Inferences from
analysis of
successful posts
were fed back
into the the
tonality of the
content. Yield –
Increase in
response rate
by 1-2%
Tightening up
Tonality
Creation of
Content Verticals
• Content
Verticals had a
two pronged
effect. Branding
& Customer
Relationship
Building.
• Language
regionalization
engaged silent
audience.
• Subject
regionalization
increased
satisfaction
Regionalization
28

29. UXtrategy
Case Study
Content Verticals
Content Verticals
bring the brand
forward for users to
interact with.
The verticals are made
around subjects that
are proven to be
successful.
Content Verticals can
be developed for
sponsorship revenue
generation also.

30. UXtrategy
Hindi
Hindi
Language Localization
Hindi
27/02/2014
Hindi
Hindi
Hindi
Punjab
UP-East
Haryana
Bihar
3% 
2% 
5% 
0.5% 
30
5%
5%
8%
1.5%

31. UXtrategy
Subject Regionalization
Events
The North East was
10%
of the total audience.
Bengali
Bands &
Music
49%
of all responses came
from the NE Region.
Southern
Bands & Music
Events
Tamil
Movies
31

32. UXtrategy
Case Study
Sentiment Analysis
revealed that users
thought the service
was paid. A
contextual education
campaign reduced
the ‘Expensive’
sentiment to
5-6%  <1%.
Extensive Profiling
Contextual Education
Breaking New Ground
The audience was
profiled on a
regular basis to
upkeep personas
and content
strategy
foundations.

33. UXtrategy
Case Study
Response Rates
For Profiled Content For Universal Content
30%
5%
Average
Up to
Average
Up to
80%
20%

34. UXtrategy
UXtrategy: Ekta Rohra Jafri
Have questions about content
strategy and how it can help
you?
Want to discuss your current
content strategy?
Want to run a content audit to
see if your strategy matches
your target audience?
9818282173
ekta.jafri@gmail.com