Horses for Courses!

I recall the liberal use of the proverb "horses for courses" by cricket commentators on TV channels! While it was a tad irritating back then (no offence) its such a relevant saying for almost everything around us! Take content marketing, for instance.

Let me rephrase. To get the maximum attention, interest, desire and hence action from your prospects, your content needs to be attuned to the buyer persona. Assume that you are trying to sell a cruise tour from Mumbai to Maldives. What would you like your content to convey? Well, that depends on the target customer segment that you want to attract. Assuming the target buyer persona is female, age 30-40, disposable income high (avoiding numbers!), with a keen inclination for fine wines and exotic spa treatments. Your target buyer persona would not flinch or their pockets would not pinch as long as they get that classy sea view on-board! 

For the above buyer persona, perhaps you would not bother to showcase the value for money; instead your catch line would rather focus on the splendid rooms with amazing views and a string of cuisines, beverages, swimming pools, spas, casinos etc etc on board. Of course, the content has to be compelling enough to create a high probability of driving the prospect to a buying action, other wise all your efforts in feeding your target buyer persona with the content goes in vain!

Design your content according to the target audience, be an ace jockey!