Writing to Personas: The Human Side of SEO

To ensure your users will have a satisfying experience, your message must speak to their interests and concerns, all while using their specific terminology. For example, for a B2B company, content around a similar topic would change drastically dependent upon which audience they are writing to. If the message is crafted towards business owners, the content will heavily focus on financial benefits such as ROI. Whereas if the message is directed towards marketing managers, the content should focus more on the process of specific services, and areas of improvement.

The same is true for a B2C business, except instead of focusing on a hierarchy of positions within a business, they target specific traits within a demographic. Their message should speak to a specific audience based upon factors such as geographic location, age, employment, education, etc.

Regardless of the industry you’re in, you need to make sure your content speaks to the message your audience wants to hear. Writing for a persona as compared to blindlessly writing, could be the difference between just a page visit, and a page that leads to a conversion. Also, to guarantee you’ve provided your users with all the information necessary, encourage questions and comments for further discussion/elaboration via comments or email. This way they’ll never need to travel to a competitor’s site to discover answers to the questions you failed to address.