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.
How old are they?
Where do they live?
Who do they consult when they have to make a decision?
What interests them?
What worries them?
In what format do they prefer to consume information?
How do they spend their free time?
What is most important to them—both now and in the big picture of their life?
How do they define success?
What causes, ideas or beliefs do they strongly believe in?
What gets them excited?
What are their hobbies and interests?
What are their go-to resources for news and information?
What social platforms do they spend the most time on?
What preconceptions might they have about your school? About schools like yours in general?
What is their economic background?
How important is education to them?
What does their typical day look like?
What kind of student are they?
What do they aspire to be when they grow up?
What kinds of extracurricular activities are they involved in?
How do they prefer to communicate?
What TV shows and movies do they watch?
What blogs, websites or newsletters do they read?
What does their ideal school look like?
What about your school would appeal most to them?
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.