Online you can find a ton of information on personas, which are a fictionalized composite of your ideal customer based on data and market research. Knowing your audience and creating personas creates focus to make relevant content, matching your audience's behavior and regions of origin. By understanding the behavior of your audience, you’ll be able to write content and collateral that matches it.
For example, select the topic of "sports and high school." Based on that topic, your content should provide information and a story of interest on one of your school’s sports teams, such as soccer. For instance, you can share a story about one of your school’s soccer players along with a student interview.
By targeting a region in the world and understanding the culture, you can customize your campaigns. For example, highlighting your schools’ soccer team and mentioning the AFC Asian Cup to student athletes in the Middle East is relatable and relevant.
And what about your avatar? Who is the ideal student who would be successful studying at your school? Are you basing your avatar on GPA, student activities, economic ability to pay, English proficiency? What criteria are you using? Once you’ve decided your avatar, you’ll be better equipped to create content and personas. Knowing your personas and avatar are the best starting place to developing engaging content.