Do you know who you’re writing your blog posts for?
Really know them? Do you have a picture in your head and an actual outline or bio of this person written down?
If not, you need to write “create buyer persona” at the top of your to-do list.
So what is a buyer persona? We like Hubspot’s short and sweet definition (just swap the word “customer” for “student”):
“A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.”
Creating a buyer persona (or more than one, depending on your audience and specifically who your blog is targeted to) is a key step in the blogging process because it provides a clearer path toward creating content your audience is interested in, that addresses their pain points, and positions your school as the perfect place for them.
In order to craft an accurate buyer persona, you’ll need to know a lot about your ideal student. Run through this list of 25 questions and jot down your answers. If you don’t know the answer, make it a goal to find out. The more you know about the people you’re writing for, the stronger your content will be, and the more your audience will appreciate it.
Once you’ve answered all these questions, this person you’re writing for starts to become more real. You can use your answers to craft a buyer persona, and also to help develop content topics, clarify your blog direction and create short- and long-term goals. You’ll position yourself to create a group of loyal blog followers who think, “They just get me.”
And once they have that thought, they’re as good as enrolled.
Is blogging part of your marketing plan this year? Grab our free Big Book of School Blog Prompts. It’s full of topic starters, national celebration days and hashtags that will help you plan ahead and create content that connects.