On the way to building a successful content strategy, the content positioning of your company is without a doubt one of your first tasks. You may have already given some initial thought as to who your target audience is and their specific problems and questions. However, if you want your content to reach the full range of your customers and prospects, it would be wrong to simply identify the lowest common denominator. Your target group is not a homogeneous one, hence it helps to create so-called personas and identify individual representatives in this way.
What are personas?
Why are personas important?
How to make sense of personas?
What problems does the person have? And do they already know how to solve them?
What needs do they have? Wishes?
How great is their desire, for information?
What role within the company do they play during the buying process? Do they make the decision themselves or do they have to convince the decision-makers?
Is it worth the effort?
Admittedly, creating personas is time-consuming and therefore not exactly popular, but marketers agree on one thing: without the basis of sound data, content creation is little more than poking in the dark. Personas help you better understand your customers. What's more, by creating content that really helps them, your customers feel personally valued and are more likely to buy from you again or recommend you to others.