The process of identifying what information each of your personas needs throughout the buying process can be time-consuming; but it's not difficult if you follow these steps and use the templates provided to get you started.

An abbreviated article based on this topic first appeared in BtoB Magazine. Arnie Kuenn, President of the Phoenix-based search and content agency Vertical Measures, calls the latest Google algorithm update (dubbed the Panda or Farmer Update) “one of the biggest, most significant updates from Google in...