How To Determine Out What Content material Your Buyer Avatar Needs
Have you been sitting at your desk * far * too long staring at a blank document to figure out what content you should create for your customer avatar?
I know already.
We have also seen that many business owners believe that content is an intimidating part of the marketing process. Here's the thing … it's only intimidating if you don't fully understand your customer avatar. Once you know who your customer is, practically thanks to the brand of the shirt he is wearing, ideas for content will flow like a tap.
This is because your customer constantly tells you what content to create. You just have to learn to speak their language. In this way, the customer avatar worksheet was brought to life – as a solution to these blank documents and intimidating discussions, where no one is 100% sure that they are publishing the right content, the right offer or even the right product.
Use this worksheet to learn all about your customer avatar to create the content you want and the conversions you want.
Here are the 4 questions you need to ask to use your answers in the Customer Avatars worksheet to find out what content your Customer Avatar wants to have.
Question 1: Which weaknesses does your product solve for you?
Your customer avatar will reach a point where he says I need THIS and I will look for it. "THIS" is your product, but you may not be looking for it directly. They may be looking for something to help the pain point they are experiencing (the same pain point that your product resolves).
For example, our client avatar of agency owners, entrepreneurs, and marketers intends to do more with their marketing, but not knowing how. This is where we come in through our certifications, courses and workshops. However, our customers do not search for "marketing workshops" on Google.
They go to Google and look for "how to become a better marketer".
Our products solve this pain point for you so that we can convert this pain point into the following content:
Everything you need to know about content marketing
7 ideas for a more effective cold email campaign
5 types of highly effective blog posts
Question 2: What goals will you achieve with your product?
Your product is meant to improve your customers' lives in some way. It could be a waterproof phone case that you can use to take underwater photos or a GPS dog collar.
Someone who wants to buy a waterproof phone case aims to take underwater photos and videos, and someone with a GPS dog collar wants to be able to find their dog if they run away.
These are both goals, and your content must support these goals. For example, content like "How To Make Your iPhone Waterproof" meets the goal of someone who has an iPhone who (brave) wants to snorkel with it. Or content like "X Ways to Avoid Your Dog Losing" fits the goal of a dog owner who wants to be proactive when their dog runs away or is lost.
Knowing the goals of your customer avatar will help you figure out what content needs to be created to achieve those goals and introduce it to your brand.
Question 3: Who do you usually turn to on this topic?
Knowing who your customer avatar is only exceeds their weak points, challenges and goals – it flows to who they pay attention to. Your customer avatar is eagerly following someone on social media, or is a relentless reader or subscriber to a particular blog, podcast, or YouTube channel.
And that person can tell you a lot about the content that your customer avatar is interested in. For example, if your product is an online interior design course and your customer avatar is an interior designer, you want to know who they are looking up to in their industry and what content that person publishes. For example, is there an extremely popular YouTube channel for interior designers or a Facebook page where everyone connects?
When you find out where your customer avatar uses their information on your topic, you know what content needs to be created for them.
For example, on YouTube you can see which videos are most popular on a particular channel. This way, you can find out what content works really well for your customer avatar and find out how to create something that fits your offer and product.
Question 4: Where do you look for this information?
Knowing what your customer avatar wants from you is one thing, but now you need to know how they want to consume it. While some customers want to read it, others want to hear a one-hour podcast about it. Then you have the customers who want their answer in a 2-minute YouTube video or ideally via an IGTV.
Where is your customer avatar going to solve its vulnerabilities and challenges? Are they going to Google to find their answer? If so, blog posts or Youtube videos are a great place to create content.
For example, if your company rents office furniture to small business owners, you know that they probably don't want to listen to a 45-minute podcast about office furniture. It is difficult to track. Most likely, they would like to watch a 5-minute video on YouTube or IGTV about "The 3 tips for creating the perfect home office".
You don't want to write blog articles when your customers want to watch videos. You want to create the content you are looking for in the format in which you want to use it.
And this is where the customer avatar worksheet comes into play. It helps you nail down your customers so that when you fill it in, your blank document is ready to be turned into a mosaic of ideas, offers and more for content.