Building a Content Plan for Multiple Buyer Personas
How to create role-specific messaging without overloading your marketing team.
DEAR STAGE 2: We’re a small team and have found repeatable success targeting one buyer persona. We’re now starting to see two additional titles/personas pop up regularly in deals and are trying to figure out the best way to align our resources. Any advice on building a content calendar and GTM strategy to approach multiple buyer personas? How do we scale our team to address this need? ~Juggling Buyer Personas
DEAR JUGGLING BUYER PERSONAS: Sounds like a good problem to have! But it does require careful planning, especially when resources are limited. I called on Stage 2 LP and marketing advisor Tejal Parekh, to share her ideas for navigating this transition:
Getting the Foundation Right—Define Buyer Personas
Before jumping into content creation, Tejal advises taking a step back to solidify your understanding of these new personas. This foundational work ensures your efforts are targeted and impactful. Here’s how:
Primary & Secondary Research: Combine insights from customer interviews, sales feedback, and data analytics with broader market research.
Firmographic & Demographic Traits: Understand how role-specific responsibilities for these new personas can change as you consider company size, industry, etc.. For example, a VP of Marketing at a 15-person startup has a very different set of day-to-day responsibilities than a VP of Marketing at a 2K employee company.
WIFM (What’s In It For Me!): Map your value proposition directly to the unique pain points and priorities of each persona.
💡 Tip: Don’t overthink this step. Get 2-3 customer-facing team members in a room and hash out a first draft. We also love using existing call recordings with prospects and customers to get started! From there, you can augment with interviews and additional research to validate and fill in the gaps.
Building Role-Specific Content
Targeted content is far more effective than generalized messaging. We all know this, but it’s easy to fall back to generic when the team is stretched thin. Here are a few ideas to avoid overloading your team:
80/20 Rule: Using the work above, take your existing assets and look for the 20% uplift that will make them feel persona-specific. Nailing the 1-2 key WIFM value props in emails, sales assets, and landing pages will ensure the messaging resonates.
Maintain Consistency: Ensure the buyer’s journey remains cohesive across channels. For instance, if an ad targets CFOs, the linked landing page and downloadable asset should also speak directly to CFO priorities. Get your team thinking in terms of the journey each time a new campaign is launched.
Balance Persona-Specific and Shared Themes: For less segmentable channels (e.g., social media), include content that appeals to multiple personas while retaining relevance for each group.
Scrappy Tactics for Scaling Content
You’ll need to get creative in scaling your efforts. Tejal shares a few practical ways to maximize the impact of your small team:
Leverage Content for Dual Purposes: Identify overlap in priorities between personas to repurpose content. For instance, an eBook on “reducing churn” could appeal to both Customer Success leaders and Finance executives. Tag and categorize blogs, case studies, and white papers by persona in your content repository.
Streamline Navigation: Update your website to allow audiences to self-select the most relevant content. This might include role-specific sub-navigation menus, filtering options in your blog/resource library and clear CTAs like “Are you a VP of Sales? Start here.” Making the content is only the start - you need to help your buyers discover it!
Segmented Distribution: Use segmentation-friendly channels like email and webinars to deliver personalized experiences at scale.
Scaling a GTM strategy to address multiple personas can feel daunting, but with a thoughtful approach, it’s an incredible opportunity to deepen engagement and expand your market footprint.
Until next week!