Take a moment to consider your team of coworkers. While you are all united in achieving the same goal, as individuals you each bring a unique set of personal interests, motivations and learning styles to your workplace.
Now consider your audience. As our Buyer 2.0 Content Strategy Checklist details, your audience is more selective about what they read, watch and listen to. They’re looking for content that focuses on them, not your products.
If you’ve done your persona homework, you likely have a pretty good picture of your audience’s job descriptions, level of experience and what information they need from you to facilitate a long and prosperous partnership for you both.
But do you know how to craft a story that will appeal to audiences’ different learning types and personal motivations?
This is a bit of a trick question, as there is no one-size-fits-all approach. You want to create a mix of content offerings that will appeal to the variety of personality types in your audience.
And here is where the popular ‘90s sitcom Friends can help. Each member of this group represents a unique angle for you to cover in your content calendar. Here are my tips and tricks for engaging with each type.
Monica – The Overachiever
In every group, there seems to be that one person who is internally driven to “win” at their job. Being highly organized is usually the route they take to achieve success.
Help the Monicas in your audience get stuff done by providing them with checklists, calculators and worksheets.
Ross – The Know-It-All
Often found correcting grammar and sharing bits of trivia, the Rosses of the world want everyone to know that they are really smart.
Provide them with statistics, data and facts they can use to educate (and show off to) friends, colleagues and employers.
Rachel – The Heart
Your Rachels are more strongly guided by their feelings than logical statements. They are sensitive people who desire a more personal connection to your brand.
Along with all that heart comes passion – Rachels are naturally positioned to be your strongest brand advocates. Appeal to their emotional nature with photos, video and other multimedia content that they will want to share with their social circle.
Chandler – The Cynic
Chandler falls on the opposite end of the emotional spectrum as Rachel. As a potential customer, these types will be skeptical of the messages you have to offer. Chandlers typically know their industry well and can spot sales-y content from a mile away.
Get them to crack a smile and you might just disarm them long enough to get your message across their thick defensive walls. For more tips on using humor, check out this recent blog post.
Joey – The Confused
The Joeys in your audience need a little more time to understand what you’re saying. They could be new to the topic you’re covering or unable to focus their attention as much as the subject requires.
Help them out by referencing intro-level blog posts before diving into more advanced materials. It’s also always helpful to include images and infographics when explaining more complex ideas. Visuals help carry audience attention through an entire piece of content, which is important for the easily distracted.
Phoebe – The Creator
They are less interested in listening to your ideas and prefer sharing their own perspective.
Reach out to your Phoebes as influencers and partner with them to create content that will help spread your message to others. After all, “Smelly Cat” did make a pretty great ad jingle.
Your audience is comprised of individuals with different needs and wants. To convert these individuals into customers, you need to show them you’ll always be there for them with high-quality content.
Download our popular Buyer 2.0 Content Strategy Checklist for more tips that’ll help you plan a successful content creation and distribution strategy.
Author Jamie Heckler is the Senior Creative Manager at PR Newswire. Follow her on Twitter @jamieheckle for more #design, #PR & #marketing updates.
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