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Curated Content Sources & Digital Platforms

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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: https://www.mabelandmoxie.com/Here's+How+To+Be+More+Efficient+At+Home+So+You+Can+Actually+Relax+With+Your+Kids 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 buye...
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Buyer Persona

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I t is important at this stage to identify exactly who the target market is in order to tailor content specific to the buyer and ultimately achieve the marketing objectives.    “A detailed buyer persona will help you determine where to focus your time, guide product development, and allow for alignment across the organisation. As a result, you will be able to attract the most valuable visitors, leads, and customers to your business." (Kusinitz)   The Buyer Persona Matrix    T he following buyer persona matrix has been collated based off assumptions and second hand research of existing social media pages for both Avalanche and its competitors. It is only then that the buyer persona can be used to justify different content strategies on different social media platforms. Figure 2.  Image created by Author Connection between Buyer Persona and Product   As is evident in the above diagram the persona of Joanne would likely be interested in sugar free product...
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