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Arnie Kuenn on May 4, 2015 at 9:02 am

You’ve heard it before: To be successful with content marketing, your content must be catered to the customer. More specifically, content should speak to customer pain points and challenges throughout the buyer’s journey.

However, to create content that is truly targeted, you need to understand exactly who your buyers are and what their journey looks like.

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: creating and promoting content with a specific buyer persona in mind.

Buyer personas are representations of your actual customers — taking into account who they are, what they are trying to accomplish, what their goals are, and how they behave throughout the buying cycle.

Buyer personas are typically based on both independent and market research, combining insights from your actual customers (gleaned through surveys and interviews) with trends seen in the overall market. Depending on your industry and business model, you could have anywhere from two personas to upwards of 20.

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, resources and templates are available that can help any business create buyer personas. But in general, the process includes:

Personas should include a full portrait of your ideal buyer — including information like:

Depending on the product or service you sell, you may have to sell to one buyer or an entire buying team. In the case of most e-commerce businesses, the sale will be direct to one consumer (one persona). However, in many B2B sales, a whole team of buyers, all with different personas, have a part in the decision-making process.

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, persona-based content marketing is crucial. Each member of the buying team likely has a different title or job function and a certain role in purchasing.

Additionally, the bigger the investment, usually the bigger the buying team — making it even more important for businesses selling big-ticket products or services to create and promote content based on buyer personas.

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