Don’t get me wrong: I’m glad to see that marketers are starting to use buyer personas for content marketing. It’s a positive trend that, when done correctly, helps content marketers become a strategic asset and deliver a real competitive advantage to their organizations.
However, there’s a lot of confusion about what buyer personas are and aren’t and how to develop them. I worry that buyer persona could become just another meaningless buzzword. That would be a shame, because personas are such a useful tool.Continue Reading