Hey!

 

Earlier this week, I spent a good chunk of a call with a client hashing out buyer personas. It’s one of the most important steps in any content marketing campaign.

 

There are companies that specialize in putting them together, but most of us freelancers are on our own (unless you have thousands to hand over to a market research firm).

 

But even if we don’t have support, figuring out a persona or two is really helpful.

 

That’s because personas tell us who we’re talking to. They’re a picture of the people who are likely to buy our services or influence that decision. Personas are what focus our content strategy and keep us from wasting time and energy just screaming into the void.

 

You’ll see a lot of VERY descriptive ones, but as freelancers, something as simple as a title (like “VP of marketing”, or “creative director”), problems they want to solve, and where they look for information is likely enough.

 

If you want to learn more, CMI’s got some good info here.

 

 

 

Megan

 

P.S. Want to talk content? Come over to the community boards.