Making Content

Lesson 2: How Do I Define my Target Audience?

Lesson Overview

The Definition of a Persona

Basic Data

  • Name
  • Job Title
  • Role in the Company

Company Data

  • Industry
  • Annual Turnover
  • Number of Employees
  • Company Structure

     

Demographic Data

  • Age
  • Gender
  • Salary Level
  • Place of Residence (City, Country, Suburbs, etc.)
  • Level of Education
  • Family Status
  • Hobbies

Business-relevant Data

  • Primary Goals
  • Secondary Goals
  • Goal-oriented Activities
  • Primary Challenges
  • Secondary Challenges
  • Problem-solving Activities
  • Preferred Information Sources
  • Typical Objections during the Sales Process
  • Corresponding Marketing Messages
  • Elevator Pitch
  • Corresponding Customer Quotes

Data Sources for Creating a Persona

  • Site/App Analytics
  • Social Media Data
  • Surveys
  • CRM
  • Other (Commercial) Data Sources (e.g., Global Web Index)
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