For content marketing success, it is necessary to create content that your customers want. By crafting content that satisfies their needs, you can achieve your marketing goals.

Content Marketing Institute contributor Robert Rose has published an article featuring three steps to map your content to customer intent.

He says, “This fairly simple (quick and dirty) process lets you segment your audience without needing complex technology.

Let’s look at each step.

Step 1: Build personas (not too many)

Many people now think developing audience or buyer personas is a waste of time. My experience tells me if you don’t understand your audience, you have little chance of differentiating your content marketing.

You don’t need 15 personas; you need less than a handful. Think about your targeted audience. Think much more about their motivations, interests, and jobs to be done than their demographics.”

How To Map Content to Customer Intent (and Make Your Sales Team Happy)

Content Marketing Institute
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