As you build personas, success depends on how well you define and cater to your audience’s divergent reactions. Here are three systems to help inform how people respond to happy or adverse situations based on their emotions and traits. Continue reading
Instead of creating personas from our imaginations, what if we researched everything we could about the flesh-and-blood people we want to sell to? We could then use personas to reveal those people to the teams communicating with them. Continue reading
Develop robust buyer personas from these nine essential parts. You’ll end up with personas that you and your team want to use – personas that help you make good decisions about the content you create and manage for prospective buyers. Continue reading
The arc of your buyer’s journey is like the arc of a story. Each buyer, each story is unique. But that doesn’t mean you shouldn’t use buyer journey models to optimize your content marketing. Here are four to consider. Continue reading
Ad blockers exist because too many brands want to deliver too many messages that don’t matter to a single person. As everyone with any sense is saying, the time is past due to put the audience first. That may sound easy; it isn’t. Continue reading
When we write for people whose identities and situations aren’t average, we create experiences that work better for everyone. Kindness is a good strategy for your content – for your users and for your business. Let’s look at why. Continue reading
Numerous metrics tell what is happening on your site, but they don’t tell you why it’s happening. Numbers leave out context. Focus on the people behind the numbers to get the full story. Learn how to use qualitative research. Continue reading
Want to make readers love your content? There’s a formula for it – an exact mathematical equation that defines lovable content. To be more precise, the formula is for readable content. But that’s almost the same as content that’s loved.
Personalized content has the power to change addictive behaviors. Learn how to apply these eight tips gleaned from a study on smoking cessation to tap into the potential impact that personalized content can have on your audiences.