Segment your Audience to Create Stronger Marketing Campaigns

Here at Zest Media we love personas. We are content creators producing a range of beautiful Absolutely magazines and web-sites and knowing who we are speaking to improves our ability to engage with our target audiences.
Once you know what your ideal customers (your buyer personas) are interested in, concerned about, working toward, or excited about you can use this information to build content that helps your persona address these issues, overcome these challenges, and reach these goals.
And the best part? You don’t have to wait until your personas are complete before you can start creating this content for them. In fact, the very questions you’ll already be asking in the persona research process can be used as fodder for endless ideas and brainstorming on what to write and publish.  It is important to establish buyer personas for your business so you can segment your audience and create stronger marketing campaigns.  By using the tools and expertise of our partners at Hubspot we can help you establish your buyer personas – Zest Media is a Hubspot certified marketing agency and experts in content creation. As a starting point  this step-by-step wizard will guide you through the process of creating your own personalised buyer persona. Once you’ve started this process we would be happy to speak to you about the next stages in creating bespoke content for you – contact us here to find out how we can help you.




How To Make Your Content Work

To ensure your content is reaching the right people on the best forums, you’ll need to strategise effectively. From the awareness to the decision stage, people will be digesting content in a variety of ways. We take you through the key stages your potential customer will traverse on their way from stranger to active business promoter.


At the attraction stage, a customer may not yet be aware of your brand. Your job now is to alert them to what you offer. Below are some of the best types of content to utilise at the attraction stages:

• Blogs

Blogs are a great way to attract new customers. By creating informative content you’ll be providing your potential customers with guidance and answers to their questions, and, at the same time will build your brand awareness.

By ensuring you are using focus keywords, meta descriptions and so forth effectively, you’ll be building your SEO levels and climbing up the Google search pages.


By the time you’ve reached the convert stage, the potential customer will be aware of your brand. The job here is to collect information about your potential customer in order to build your database and convert them into leads. Below are some of the best types of content to utilise at the convert stages:

• Whitepapers
Offer educational, consultative, downloadable content such as whitepapers to your client that requires them to enter information before the content is released. You get contact details; they receive the information they need.

• Landing pages
Ensure you’re sending potential customers to the correct landing page through calls to action.


Once you’ve got your potential customer’s attention and contact details, it’s time to close the deal. Below are some of the best devices to utilise at the close stages:

One of the best ways to keep in contact with your new client is by sending them informative emails. By regularly staying in touch with relevant content, you’ll be able to close the deal when they are ready to make the purchase.

Use your CRM system to monitor the customer information you have, and make sure you are tailoring the content to the right client. 


After you’ve won their business, your next goal is customer retention. If you provide your client with top-level service, you’ll ensure repeat business and turn them into business promoters as they recommend you to friends and colleagues. Try sending them surveys and calls to action, to ensure you’re getting feedback and keeping in touch.

Get in touch to learn more about Zest’s content services.

By strategizing a bespoke content strategy, you are pinpointing exactly whom you are targeting, at what stage in the buyer journey you’re targeting them, and the method you’re utilising to successfully reach them.

Below are some key steps you must incorporate when strategizing your content plan in order to make sure that your marketing output is working.

First up, define your goals. These may be the following:

Marketing goals

You may be looking to increase your website traffic, or the number of leads coming in, or you may be seeking less tangible goals such as building your brand awareness or establishing yourself as a thought leader within your market.

Business goals

You may have clear cut business goals, where you’re looking to grow your revenue or client retention levels.

Other goals

It may be something else entirely, like strengthening your output by increasing the quality and volume of your content marketing.

Secondly, identify your personas (the semi-fictional representation of your ideal customer). Do this by researching the following:

Who they are

This will be their demographics, including their gender, age, location and ambitions.

What they want

These will be their goals – what they want to achieve – and their challenges – the obstacles in their way.

Why they want the product

This will be their objectives – how they make buying decisions and their requirements – and their conflicts, what their frustrations with providers are.

How best to appeal to them

You’ll be working out the marketing message they respond to and the best way to pitch to them buy thinking about where they go for information, what type of content they read and what platforms they engage with.

At this stage, you should be ready to start mapping out your content. Using your knowledge of where your personas digest their content, utilize paid for, owned and earned for online and offline channels to push out your content.

At Zest Media, we brainstorm highly targeted content ideas that incorporate personas and life cycle stages, so the content is reaching your ideal audience on the channels they use, at the times they use them.

Remember, if you don’t strategize, you aren’t sending the right content to the correct customer, meaning your content is failing.

To find out more about honing your strategy skills or to say hello, get in touch.

At Zest Media we were delighted to see our friends at New Scientist Live 2016 pick up the award for Event of the Year at last week’s British Media Awards.

Having worked closely with the team, we understand the hard work and long hours that go into planning an event, and know that this award is thoroughly well deserved.

We are proud to have contributed to New Scientist Live’s success by providing the event’s show guide. The show at ExCel played host to over 22,000 people across four days, so it was crucial that a clear and engaging guide was distributed.

As well as producing the print guide, we also created a digital version that was emailed out to the show’s database. By doing so, we built the New Scientist Live’s brand visibility and provided advertisers with extra exposure.

In order to successfully deliver an own brand publication for a client, we devise and implement a content strategy, create all design elements, organise production and generate revenue through advertising sales. We take pride in our content creation and design skills that enable us to provide engaging event guides tailored to select audiences.

Having worked with a vast range of clients, from luxury hotel groups to London’s biggest outdoor events, we have ample experience fulfilling various commercial briefs and delivering expected content on time and in budget.

We are always excited to create new publications according to a client’s brief and need. Contact us now; we’d love to hear from you!

At Zest we understand the importance of properly planning your content output. From the initial consideration stage, through to implementation and reporting, all are imperative to achieving your marketing goals. To help guide you through the process, we take you through the Six Pillars of Content.


First you need to define your goals. These can range from marketing goals (i.e. establishing yourself as a thought leader), business goals (growing revenue), or others, such as simply improving the quality of your content.

Next, identify your personas. Personas are fictionalised representations of your ideal customer, and they are determined by looking at different demographics, their goals, objectives and their response to different marketing types.

After you have collected your goals and personas, it is time to brainstorm your targeted content. Map out your content using your personas and their life cycle stages, so the content is reaching your ideal audience on the right channels at the best time.


Second, take an objective look at the content you are currently creating. Thoroughly research your offline content (sales scripts), online platforms (blogs), and marketing materials (brochures) to identify patterns and trends in your output.

Then do the same with your competitors’ content; find out what they’re posting, where they’re posting and how they’re doing it. This will enable you to establish your place in the market, and help you on your way to becoming a thought leader.


Next, it’s time to get cracking on the content. Whether you’re writing, designing or filming, remember to structure it so it appeals to your targeted audience.

At Zest Media, our award winning, well informed digital and print editors have experience working for national publications such as Grazia, The Times and The Guardian, and are well versed in working to a commercial brief. When we create content, we optimise its readability, boost its SEO, and speak your personas’ language.


Push out your content on the right channels after you’ve researched the best platforms for your personas. These can be through your owned channels, i.e. a blog page or social handles, paid for media channels, i.e. social ads and PPC, or Zest’s owned media channels.


Using detailed analysis and reporting, from sources such as Google Analytics, work out what worked well and start plotting trends. This will help you to refine and optimise your strategy to ensure you’re grabbing the attention of your ideal customer. Detailed reporting will also help you map out the next stage of content and brainstorm new features.


Taking what you’ve learnt, refine and optimise your strategy. Its time to start the cycle again!