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.

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.

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.

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.

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.

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.

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.

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.

Too many Millennials aren’t buying your content. They find it unoriginal, boring, and even deceptive. Discover how four famous turtles can transform your Millennial personas and help you understand the most relevant content to create.

Over 35% of readers who download long-form content spend less than 30 seconds on it. Should you care? No. Here’s what you should really care about – and how it can make your content marketing more effective.

You’ve heard of millennials, but have you heard of Gen C? Google Think dubs it a “powerful new force.” It’s a generation built for content marketing done well. Follow these five tips to engage this generation with your content.