People keep saying ‘use personas to refine your content to target your specific audience’
“Targeting” can refer to ad targeting - I don’t know if you’ve ever set up online ads, but let’s say you’re setting up a Facebook ad and you want to show that ad to a specific “target” audience. Facebook lets you narrow down your audience all sorts of ways - demographics, psychographics, interests, location, etc. How do you know where your audience is? How do you know what to target in your ad to reach them?
All that info is your customer persona. If you figure out things like where they live (if thats applicable), what books and magazines they read, influencers they follow, etc, you now have a pretty good place to start.
This also applies to content.
When we write for our blog, we write with our customer personas in mind. A content piece might address more than one persona, but the key is that we aren’t speaking to anyone outside of our target audience.
For instance, we made this post: http://www.digitalmarketer.com/skills-to-put-on-a-resume/
It targets our Employee avatar who is looking to beef up their resume (and we have a call to action inside the post for our certifications).
Now this blog post about content marketing in general (http://www.digitalmarketer.com/content-marketing/) can apply to most of our customer personas (and Employee who works in content marketing will find this helpful; so will a Freelancer and an Entrepreneur). But the thing is we know who we are speaking to when we write it.
I say all this to get around to answering your question - its ok if some content doesnt hit ALL of your personas. If you know that you have a particular persona that has a particular pain point that the others don’t have, you can make content that addresses that specific pain point. They will come to your blog for information that answers their particular question/addresses their specific pain point.
Does that make sense?