To be a great marketer, you must know the people you’re trying to sell it to. Clear, robust marketing personas are an effective and time-tested approach to reach that goal.

Sales and marketing team alignment requires them to put the buyer first. Explore what indicates alignment success. And learn to craft buyer personas that work for sales and marketing using only five insights.

NASCAR dads. Soccer moms. Millennials. Those words conjure images of a person or group. Are they stereotypes or personas? Does it matter? And how does it all fit with your content marketing? Ten marketing experts share their thoughts.

Documented personas not only help crystallize your ideas, but also serve as a single version of truth for everybody in your organization. Learn the essential steps to create and apply content marketing personas more successfully.

Done correctly, buyer personas are an incredibly useful tool. But here are four mistakes to avoid when developing and using buyer personas as the basis for your content marketing strategies.

Don’t let blind spots and assumptions derail your content marketing program. Work through your challenges using one of these classic mental models for better decision-making.

Audiences are not just buyers. They may help us connect with new customers. They may amplify our reach. They may strengthen our trust with other audience members. That’s why we must change the way we go about developing our personas.

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.

It’s time to end the guesswork you use to create personas and get to the bottom of how consumers really think and act. And that requires you to segment with science. Here’s what you need to know.

With 700 product families marketed in silos, Cisco and its prospects encountered a fragmented experience and an ineffective content marketing process. So they flipped the framework and things are changing. Learn how they’re doing it.

When Kira Mondrus joined SecureWorks, she wouldn’t start content marketing without personas and journey maps. She and her team built that necessary foundation and found success. Now she’s a 2017 Content Marketer of the Year finalist.

Creating empathetic content requires marketers to shift their focus – from educated assumptions about transactional needs to a deeper, more holistic understanding of their audience. How? The answer may lie in a four-step process.