The term “persona” is currently gaining a lot attention in the B2B marketing world. Personas are used by marketers to represent different types of buyers. The goal when using personas in content marketing is to create content specifically for your best targets. Doing so creates a higher chance of attracting the inbound leads best suited for your business. This post, written by Greg Linnemanstons, defines target personas and also outlines how to create personas who represent your best prospects.
If you’re an Inbound Marketer (or aspire to become one) who understands the importance of content and a well constructed content strategy, you’ve almost certainly done some research or had some conversations about the need to create personas that represent your best targets. The emerging importance of personas in content marketing supports the point of view that content should be written first for your target, and second for search engines, which definitely wasn’t the case just a few years ago.
But learning that personas are important doesn’t mean you’re going to actually doing anything about it, right? From the conversations we have with clients and prospects it seems lots of people stop right there, with the question “OK, I know I need it, but what the heck is a persona and where do I get mine?”
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