I’ve been thinking a lot about content lately and how that relates to buyer personas. Mostly what I’ve been considering is this: How does a company with several buyer personas (some of whom would be interested in us for very different and completely unrelated reasons) access different people with content?
Lately I’ve been feeling like the internet isn’t just one echochamber – it’s a bunch of little echochambers. There are bloggers who blog about blogging and go to conferences about blogging with other bloggers. Craft bloggers talk to other craft bloggers. Recipe bloggers talk to other recipe bloggers. Personal finance bloggers talk to other personal finance bloggers. There’s so much content being created and shared and curated that there’s little choice other than to join an echochamber in order to handle it as a consumer. But what do you do if you’re a marketer who needs to appeal to multiple… well…echochambers?
Is there a way to cover every topic of the relevant echochambers that matter to your business, but do it in a way that maintains a consistent theme so you don’t seem unfocused and confuse your audience?