Reposted from @acooze:
What’s the right way to think about “buyer personas”? I’m discussing that topic in a series of guest-blog posts at Acooze.com, content marketing consultants from Melbourne, Australia.
Building and understanding buyer personas is important because as you understand the personas you’re dealing with, you can begin to understand their pain points.
Then you need to create benefit statements that correspond to those pain points. Benefits statements become the key messaging units of the content. But first, you’ve got to begin creating and then mapping the various personas.
Different people in your target accounts are going to have different concerns. And accordingly, they’ll be searching for answers to different kinds of questions.
I thought I’d provide example that shows you how marketing and sales can work together to craft useful personas. Then discuss how “content” could map to those personas…
Read more: The Human Side of the Buyer Persona.