The Content Marketing Institute says that Buyer Personas are one of the most overlooked areas of marketing today, with 8 out of 10 getting a failure grade. I agree.
Unless you’ve taken the Buyer Persona Master Class taught by the Buyer Persona Institute like Jeff Ogden of Find New Customers did, you will undoubtedly lack the skills to do buyer personas. Fortunately, I still have all the materials from that great class, thanks to Box.com where all the information was stored.
Thank you very much, Adele Revella! She’s also working on a new book, so keep a watch for it.
Buyer Persona are not sending out a questionnaire, because well-done personas cannot be pre-planned.
Real buyer personas, done well, are the foundation of your content marketing programs.
How can you create engaging content without first having a deep understanding of buyers? You can’t. In fact, that was a chapter in my friend, Joe Pulizzi’s book, Epic Content Marketing Joe called them Audience Personas..
“I find it always astonishing when doing buyer persona interviews how much one can learn from them and how much the understanding of possible marketing activities improves.” Volker Schnaars, Founder of inbound content marketing consultancy firm KONTEXTB2B
Volker’s right. Do buyer personas the right way and you will be astonished by the results.
Yes, I do know everyone, thanks to my former TV show, Marketing Made Simple TV, which is no longer being done, but they all still live on YouTube.
Buyer Personas, if done right, help you create much better content.
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