Using buyer personas in content marketing

Which Key Features Must Your Persona Include? Personas are a well-established marketing technique to help produce more customer-focused communications. They can be applied to both business-to-business and business-to-consumer markets. However taking a look at how marketers search for information about personas in Google Trends shows that there are a relatively low volume of searches. You can see there is a clear up-tick in interest in personas over the last few years which I think is related to interest in content marketing for which personas are often recommended to generate relevant personas for different audiences. In this article I will introduce the value of using personas which we’re big fans of using to create more personalised email and web-based conversations with prospects as part of marketing automation. The benefits of buyer personas for content marketing To support content marketing initiatives, personas are valuable since they can: Encourage a more strategic approach t


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