DDM708 - CONTENT MARKETING

Transactional Link Between Products, Services, Platforms and Persona The three digital platforms and two curated content sources were chosen with the representative buyer persona in mind, and these platforms best suited in accordance with its target audience, features, and advertising in-built tools to create the campaign. At the awareness stage of the buyer’s journey, the consumer needs a solution for their problem – in this case, Jennie is looking for beauty products that are compatible with her skin and would not cause her to have an acne breakout. Useful information about products that will help her achieve this would be very valuable to her and be more six times more susceptible to “take further action” on an interesting post on Facebook and Instagram (Netzer, 2017). Tiktok on the other hand, is overlooked with 60% of its users below 24 years old (D’Souza, 2021), however, 60% of its audiences are also female and that the age bracket is gradually extending to older generations (202...

Curated Content Sources: Pinterest -  Figure i. Screenshot of meme posted on Pinterest (Pinterest, 2021) Founded by Ben Silbermann in 2009 (Shontell, 2012), this application features galleries of visual content from a variety of interests; makeup trends, skincare tips, fashion styling, memes, home decor or cooking recipes that “spark inspiration” (Pinterest Help, 2015) to its users. This can be in forms of “image, video or products” (2015) from various selection of topics that can be either shared or created by both personal and business accounts where it would be reshared by their followers by incorporating it to their pin-boards or posting it on social media.  To use Pinterest, they can either set up a personal or business account and create their own pins by uploading their own image or outsourcing from a website link: Figure ii.  Screenshots of upload section in Pinterest (Pinterest, 2021) Figure iii. Screenshot of profile upgrade (Pinterest, 2021) Users can disc...

 Decision Stage: Figure i. Screenshot of Buyer Persona template created using Xtensio (Author's Own, 2021) References: Xtensio. (2021). Xtensio.com. https://app.xtensio.com/design/1kcxe2m1

  Consideration Stage: Figure i. Screenshot of Buyer Persona template created using Xtensio (Author's Own, 2021) References: Xtensio. (2021). Xtensio.com. https://app.xtensio.com/design/1kcxe2m1 

  The Buyer Persona: To create a representative buyer persona, the type of users who commonly interact with the social media posts of Beauty Bliss were analysed - in this case, Facebook and Instagram accounts that have either liked, shared or commented on the posts more than once. Based on these findings, user profiles who interact with Beauty Bliss posts on both Facebook and Instagram mainly consist of women who are within the age range of 25-35 years old who are married with at least 1 child, living in urban cities like Auckland and Tauranga. They all seem to value common interests; including (but not limited to) cooking, healthy eating alternatives, outdoor activities and are very family-oriented. This is reinforced with Chen's (2021) findings where Facebook users aged between 25-34 years old are the most highly engaged users and that 17% of users use Facebook for the purpose of following "brands and companies" (Gotter, 2020) where as the 18-34 age range are the most i...