TCL (T1:2-1) Content and Marketing Campaigns

Using a persona when creating a new marketing campaign is very helpful. The persona description helps to define who you are talking to and how to form a message in a way they will understand.

When choosing your central campaign theme, ask questions like, “What is it that Jane (from the examples) needs to hear? Does she need hope? Joy? Love? What does the good news look like to her?”

When choosing which testimonies to share on a social media page, ask the question, “What part of these stories does our persona need to hear?”

The marketing team must then listen to their audience, understand, and connect with them using media content which focuses on their felt needs.

Revise As Needed: Since a persona begins as a guess, it is important to keep improving it by testing, evaluating, and adjusting elements along the way. Audience responses to content, ads, and face-to-face meetings will show what needs to be changed.