Optimizing content can be labor intensive, especially in enterprise marketing where roles are divided across the marketing organization. It's tedious and time consuming to analyze campaign performance, gather content insights backed by data and use those insights to improve future content development. Most organizations just don't have the bandwidth for it.

Until now.

Persona Voice completely automates content optimization by gathering the top performing emails for a group of contacts, analyzing the content and developing content guidelines for effectively engaging the group.

The Persona Voice guidelines can be used by copy writers to develop new content or, better yet, it can be used in Motiva Generator to automatically adapt content to be more engaging for that group - just at the push of a few buttons.

How It Works

In the main navigation menu of the Motiva platform, click on "Audience" and "Personas." Learn more about the Persona Report and how it works. This article is focused just on the Persona Voice feature.

When you select a Persona card, it will turn blue and a few insights will appear below the cards in an insight section.

This insight section is where you can generate a Persona Voice.

If possible, but not necessary, provide some contextual information about the persona before generating the persona voice. This could be demographic information like job title, industry, region, etc. It should be something the contacts have in common.

The Persona Voice generator will automatically compile research based on these keywords and develop a profile about the contacts which will inform the content guidelines. Don't worry if you don't have any keywords about the persona. It will still work without this additional context.

In this example about an Education persona, I provided the following context: "Professors and Administrators at Four Year Colleges and Universities in the Higher Education Industry."

When you're ready, click "Generate Persona Voice." Note it may take several minutes to generate. Once it's complete, you will see a new section appear containing the Persona Voice and, if you provided contextual keywords, the Persona Profile.

The Persona Voice contains content guidelines including what copywriters should focus on, avoid, tone and style guidelines and specific techniques for engaging the persona.

If you provided contextual keywords, you can also see the Persona Profile, which contains an overview of the persona's duties and responsibilities, skills, pains, concerns and values. This rich context can be incredibly useful for writing relevant marketing content so we do highly recommend taking advantage of this capability.

If you like what you see, click the blue "Save Changes" button at the bottom and the persona voice will be saved for future use. The persona voice will have the same name as the persona it is associated with so make sure your naming conventions are clear on the persona cards.

The guidelines and profile can be shared with copywriters and/or directly used in Motiva Generator to adapt any content to be more engaging and relevant for a specific persona.

Navigate to "Motiva Generator" in the main navigation menu of the Motiva platform. On the left side of Generator are the "Content Options." Go to the Audience option and you'll see you can select a Persona Voice from the dropdown. Select the persona voice associated with the persona you want to engage and click "Generate." Learn more about how Motiva Generator works.

Just by selecting this one option, Motiva Generator will use the content guidelines (as well as the other content options including brand voice) to adapt any seed message you give it to be more engaging for the persona.