Curated Content Sources & Digital Platforms
Curated Sources
Example 1.
When using Buzzsumo.com and entering the keywords ‘how to relax’ the following article comes up, which fits perfectly with the buyer personas values (Family orientated) and pain points (stress/ lack of time). The article fits in to the buyers journey at the Awareness stage in that it suggests a solution to Joanne’s problem of being short on time.
Figure 5. Screen Shot by author from:
Example 2.
The second curated source used was the website ‘Flipboard’. On entering ‘Reduce Sugar’ as a key word, the following article appeared. This piece of content would be of interest to our buyer persona as it explains why eating too much sugar is bad for your health. Health and wellbeing is one of the value attributes of the buyer persona.
An article such as this would be effective in the Consideration stage of the buyers journey.
Figure 6. Screen shot by author from:
https://www.sciencealert.com/here-s-what-eating-too-much-sugar-does-to-your-body-and-brain
Digital Platforms
A range of platforms were identified when putting together the buyer persona, the three that stood out were Instagram, Facebook and Pinterest. At this stage of the digital strategy one can map out the intended content and how it would fit on the different platforms.
1. Instagram – The buyer is a confident Instagram user based off her desire to be a social media influencer and her love of health and fitness pages.
Possible Content: Brand awareness/ name > Heath attributes ‘sugar free’
Stage of Buyers Journey: Awareness/ Consideration
2. Facebook – The buyer uses Facebook for keeping family up to date and arranging lunch dates with her friends.
Possible content: Award winners/ reviews/ Product Information
Stage of Buyers Journey: Awareness/ Consideration/ Purchase
3. Pinterest – The buyer uses Pinterest as a tool to collate recipes for family dinner ideas, kids party ideas and outfit inspiration.
Possible content: Brand posts portraying an idea of health and convivence
Stage of Buyers Journey: Awareness
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