Marketing Personas

Your paper is a valuable resource. It helps to create community around a branded content hub with relevant news and updates for your audience. But how can you take it to the next level?

To start, have you given much thought to whom your audience is? In marketing, these are called Buyer Personas; in Human Resources, they’re referred to Stakeholders. But regardless of the terminology, the concept remains the same: These are the people your content matters to. They are the ones who read your paper, who visit your website, who care about you.

So how can you provide them with the best possible paper with each issue?

 

1. Log in regularly to your paper

 

Gerard Pique Paper liOne of the great things about Paper.li is the ability to keep an updated social media presence through sharing your paper to your Facebook, Twitter, and LinkedIn profiles. While these can be posted automatically with each issue, take it to the next level and customize your notifications.

Give your social media readers a preview of what is in your latest issue. You can make this as simple as a few words previewing your paper in a promotional Tweet or post on Facebook or LinkedIn. A Tweet message example could be something like this: “Three Generations of Piqué: The latest updates from Gerard PiqueHQ is out! http://news.gerardpique.com”).

 

 

2. Make sure your topic sections are relevant

 

In other words, know your audience. Does your paper revolve around a specific education arena, such as working adults? Be sure to tailor your sections to their expectations. While using the Education section would obviously be a good fit, don’t overlook Business and Health. However, the Sports section might not be as relevant (because of the undergraduate focus) and therefore excluded.Bluffton Adult Ed Paper li

Tip! Now you can now customize the names of your sections. So rather than change “Education,” to “Working Adults” and “Business” to “Entrepreneurship.” Give it a try!

 

3. Curate from a Twitter list

 

Ask yourself this: Who does your audience turn to for information? Create a Twitter list and include these people and then make this list your top Source.The CBJ Daily

For example, does your paper revolve around a specific sports club, such as the Blue Jackets hockey team? Create a list from the best resources, including fan accounts, sports editors, and even the Twitter handle from the team itself. With each new edition, you’ll be curating from a highly targeted list from the sources your readers are probably already looking at.

This turns your paper into a one-stop shop content hub for them.

 

4. Filter

 

What pain points are you addressing for your audience? Whether they’re looking to be entertained, keeping up with the latest news, or reading the tips and tricks of your industry — use filters to pinpoint content you wish to always include or always exclude.HCF Paper li

For example, a healthcare paper may wish to avoid any mention of the Affordable Care Act but instead focus on the benefits of a short term rehab facility. Using our keyword words to tune out what you don’t and provide your audience with the information they are searching for.

Tip! If you’re using Twitter as a source, use their advanced search tool and experiment with the filters. You’ll quickly get an overview of what your content will look like using different filters.

We want to hear from you too. What other ways do you make sure your paper is speaking to your audience. Leave us a tip in the comments.

Kelly Hungerford
Community Builder| Customer Experience & Care Strategist
Kelly's a Digital Operations Specialist and Social Brand Strategist. She helps Startups and SMBs build lean marketing operations leveraging Social Media to support business goals and connect with the people who matter most.

As former Head of Community and Communications for Paper.li, she was responsible for building community-centric operations to support Paper.li's rapidly growing user-base and founding #BizHeroes, Paper.li's Brand Twitter Chat that takes place Tuesdays at 2pm ET.

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11 Responses to “4 Ways to Fine-Tune Your Paper.li for Your Audience”

  1. Jessica Roberts

    Super tips, Kelly! My fav tip? Using Twitter lists to curate content:)

    I’ve been working on my paper for about a year now. How time flies!

    And in that time, I’ve learned to take the time to review my paper every day before publishing.

    I feel a responsibility to readers to provide something of value, something personable, and some fun and entertainment:)

    Fine-tuning my paper makes it a valuable resource not only for readers, but also for me. My paper is my daily go-to reading and learning resource.

    Reply
    • Kelly Hungerford

      Hi Jessica,

      I am sure I responded to this — where did that darn comment go?

      Great way to put it. As content curators and information go-tos we do owe our readers the very best! And you’re right. If a paper is well groomed and cared for it provides value for everyone, the publisher included!

      Reply
    • Kelly Hungerford

      Hi Nita! Hopefully you found the answer.You can make that change under your global content settings!

      Reply
    • Magda Alexandra Torres

      Hi there Nita, sorry for the delay responding. You can go to your Settings > Global Settings > Publishing Schedule and make the change to Weekly.

      Reply
  2. Marie Fincher

    I agree that fine-tuned paper is more readable and it’s must that all papers that are used were fine-tuned. Sometimes it takes more time to get it fine-tuned but it worse to spend that time.

    Reply
    • Kelly Hungerford

      Happy to hear fine-tuning is working for you, Marie. Indeed, the more love you put in, the more love you get out 🙂

      Reply

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