Connecting with your audience is the first goal of marketing. With buyers becoming more self-serving and standoffish, it’s nearly impossible to engage them without doing the work to know who they are, what they care about and what factors influence their buying decisions. Whether B2C or B2B, audience personas are foundational to every content marketing initiative. Without them, you’re only guessing and likely to revert to what you know best—your products and company. A company-centric focus won’t help you gain traction with today’s buyers. Setting the foundation with audience personas will serve you well as you apply the additional components of the content marketing framework.
In this course you’ll learn: