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When developing content, you need to think about the audience. You likely create customer personas around demographics. But have you considered the personality of your audience?
Knowing your target audience's personality traits allows you to better understand their behavior and preferences, giving you an advantage when implementing your content marketing strategy.
For example, if the target audience is very conscientious and values efficiency, you could target them with messages that highlight the convenience and time-saving benefits of your product or service. On the other hand, if the audience is open to new experiences and values creativity, you could highlight the unique and innovative aspects of your offering.
By targeting your target groups based on personality traits, among other things, you can increase the effectiveness of your marketing. You can create more personalized experiences that foster long-term relationships, improve customer satisfaction, and connect with new, relevant audiences who share similar personality traits and preferences.
I shared some of my ideas on Content Marketing World, which you can watch in this clip. For more detailed thoughts and how you can do it too, read on.
Demographics vs. Personality
Demographic data provides a quantitative overview of the external characteristics of the broader population, such as: B. Age, gender, income, education, occupation, marital status and ethnicity. Personality is the unique psychological characteristics and patterns that define an individual's thoughts, emotions, and behavior.
Personality types and demographics can complement each other to inform your customer personas and help you develop more effective, tailored marketing strategies.
This is how you determine the personality types of your target group
You can assess the personality types of your target audiences through surveys and similar research methods. Just make sure the questions are relevant to your audience and keep the survey length manageable to encourage participation. Personality tests such as DiSC, Myers-Briggs, Insights or Enneagram can also work well.
You can also determine the personality types of your target audience based on the data you have. Monitor your audience's public social media activity. Analyze the content they share, their interaction patterns, and the topics they discuss. Analyzing customer feedback and interactions can also provide insights into their values and motivations.
Finally, conduct individual interviews or focus groups with a representative sample. Ask open-ended questions and encourage participants to share their thoughts, feelings, and experiences related to your product, service, or industry.
With this data, you can identify common personality traits of your target group and divide them into different segments.
Categorize personality types alphabetically
DiSC, Insights, Myers-Briggs, and Enneagram use different nicknames for their personality types. They also address different aspects. DiSC and Insights explore behavior and communication styles, while Myers-Briggs looks at cognitive preferences. Enneagram addresses core motivations and fears. Whether you use one of these methods or resort to the other methods, you can probably classify your results into the following personality types A, B, C and D. They come from Understanding the 4 Personality Types by Hire Success and some other related sources.
Type A
Competitive, ambitious people with a sense of urgency characterize Type A personalities. They are often described as high achievers and strive to achieve personal and professional success. Type A people are often results-oriented and require control and organization.
They tend to focus on their goals and are often viewed as workaholics. They are often impatient and can easily become frustrated when things don't go as planned. Because of their competitive nature, they may also have a tendency to compare themselves with others and experience feelings of envy or jealousy.
Their intense drive for success can make them more susceptible to negative emotions such as stress and anxiety. They may find it difficult to relax or take time off and may even feel guilty when they are not productive. Type A people are very ambitious, motivated and competitive.
Categories under each test that fit Type A:
- Discount: D – direct, controlling
- Insights: Blue
- Myers Briggs: ENFJ, ENFP, INFJ, INFP
- Enneagram: Adventurer, achiever
Type B
People who tend to have a more relaxed, flexible and relaxed approach to life form Type B. They are characterized by a lower sense of urgency, a more quick-paced attitude and a lower need for control than Type A people.
Type B personalities tend to be more thoughtful and thoughtful and value quality time for themselves and their relationships. They are often creative, imaginative and open-minded, able to see the big picture and think outside the box.
Unlike Type A personalities, Type B people are less prone to stress and anxiety. They are more tolerant of ambiguity, uncertainty and change and less competitive and cooperative.
Categories under each test that fit Type B:
- Discount: Me – direct, supportive
- Insights: Green
- Myers Briggs: ENTJ, ENTP, INTJ, INTP
- Enneagram: Helper, romantic
Type C
Type C people are detail-oriented, analytical, and cautious. They are often seen as logical, practical, and systematic thinkers who pay attention to details. They tend to be reserved, prefer to think things through before taking action, and can be perceived as introverted or shy.
People with a Type C personality tend to be task-oriented and motivated, and often work well in structured environments where they can use their analytical skills to solve problems. They can also be perfectionists and strive for accuracy and precision in their work.
When it comes to communication, Type C individuals may not be as expressive or emotional as others, preferring to stick to facts and avoid conflict.
Categories under each test that fit Type C:
- Discount: C – indirect, controlling
- Insights: Yellow
- Myers Briggs: ESTJ, ESFJ, ISTJ, ISFJ
- Enneagram: Assertive, perfectionist
Type D
Individuals who fit the Type D profile tend to experience high levels of negative emotions such as worry, anxiety, and irritability. These individuals often feel hopeless and helpless, resulting in a lack of motivation and engagement in daily activities. People with Type D personalities may also have difficulty expressing their emotions and tend to be socially inhibited, avoiding social situations and interactions.
Research suggests that type D people have an increased risk of developing mental illnesses such as depression and anxiety disorders. It has also been linked to an increased risk of developing cardiovascular disease and other physical health problems.
Categories under each test that fit Type D:
- Discount: S – indirect, supportive
- Insights: Orange
- Myers Briggs: ESTP, ESFP, ISTP, ISFP
- Enneagram: Peacemaker, observer
Once you know your target audience's personality types, you can implement them into your marketing plan.
Using personality types in your personas requires a differentiated marketing strategy as you need to tailor messaging and content. Create personalized content with a focus on interactivity for extroverts. provide introverts with in-depth information and thoughtful storytelling. Create a visual highlight of functionality and practicality for an analytical person, while more creative types prefer a visual display that is aesthetically and emotionally appealing.
TIP: Empower your salespeople with this personality-based perspective. Give them the ability to recognize clues about the customer's personality type and adjust their responses accordingly.
For example, a fitness brand markets to Type A customers by emphasizing the competitive aspect of their workouts, such as leaderboards and timed challenges. By showcasing the efficiency of its training – more training in less time – the brand is meeting Type A's ambitions.
A hotel brand targeting Type B people could focus its messaging on the relaxed and restorative aspects of travel, highlighting the benefits of taking a break from the hustle and bustle of everyday life. The brand could also emphasize creative opportunities, such as exploring cultures and trying new experiences.
A financial planning service aimed at Type C clients might emphasize the thoroughness and attention to detail of its financial planning process. It could emphasize the use of data analytics and tools to appeal to the customer's analytical mindset. The marketing message could also focus on the peace of mind of having a well-thought-out financial plan that appeals to the customer's introversion.
A wellness brand aimed at Type D people could highlight its calming and stress-reducing properties. The marketing message could focus on self-care and taking time for yourself, appealing to the customer's tendency to worry and experience negative emotions.
When thinking about your business, how can you use personality types to influence your content marketing and messaging?
Use personality types as a tool
By understanding your audience's personality types and demographics, you can better create content that's a good fit for them and your brand. But remember that personality types work well as a tool, not a complete strategy. Strike a balance by considering your broader content goals. Analyze data, collect feedback, and adjust regularly to maintain a harmonious content mix that effectively engages your audience while achieving your marketing goals.
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Cover image by Joseph Kalinowski/Content Marketing Institute
Create your very own Auto Publish News/Blog Site and Earn Passive Income in Just 4 Easy Steps
