// THE CHALLENGES
Before we could grow OSL’s market position and increase search traffic, we had to consider which readers we were trying to attract.
Raising awareness of the OSL brand meant engaging a diverse range of sectors and audiences – all widely relevant. With buyers in stadium security, prisons, government defence, airports, and sites of critical national infrastructure, creating accessible but relevant content was a core challenge.
What’s more, having assessed the performance of previous content delivered in our partnership, we found that the level of awareness surrounding OSL’s core offering – advanced drone detection solutions – varied greatly. What one buyer might be firmly aware of may be completely different to the needs and experience of another buyer.
So how to cater to them all? All while increasing organic traffic?
It was a question that led us to completely revisit how we developed targeted content – creating a persona-driven strategy that emphasised engagement and relevance. We knew that these factors would be more than important for achieving our objectives, so they became the core of our marketing activity.
// THE SOLUTION
To understand how best to tailor our content to OSL’s varied audience, we worked with the team to create detailed guidelines for each key persona. This involved researching and answering a wide range of questions, including:
- What are the biggest challenges facing this reader?
- What is their current level of understanding?
- What would the next step be to guide this persona to a conversation?
- How does this persona usually like to engage with content and sales?
- What are the common questions that these personas have asked in the past?
Only once these questions were answered did we begin to create a targeted content strategy.
