Buyer personas in B2B content marketing: a round-up of resources
It took us a while to come around to calling target audiences ‘buyer personas’ but we’ve grudgingly stepped on to the jargon train.
After all, a buyer persona is much more than a simple target audience description — done right, each one should be a rich profile that captures the most important dimensions of a given target audience sector. The result is a powerful guide for writers, designers and content strategists.
As a writer, I rely on a clear buyer persona to give me a specific image of the person I’m writing for. And building a buyer persona development stage into any major content marketing project flushes out any differences within the team about exactly who the target audience is — the kind of differences that can kill a project if exposed too late.
Check out these buyer persona resources
With that in mind, here’s a round-up of our favourite persona-related resources from around the web. I hope it helps you clarify your approach to buyer personas and gives you new ways to capture your target audience dynamics:
The Buyer Persona Institute blog is Adele Revella’s excellent site all about personas. Her Five Rings of Insight — Priority Initiatives, Success Factors, Perceived Barriers, Buying Process, Decision Criteria – really help you nail the dimensions that will guide your content marketing. Jeff Ogden did an excellent interview with Adele on Mad Marketing TV.
Buyer Personas – Where and How to Start – an excellent post from Jeremy Victor of B2B Bloggers. I like this quote: “A buyer persona enables you create marketing content that is for someone and not everyone.” I also like his Buyer Persona Questionnaire on Slideshare .
An interview with Tony Zambito – by Stephanie Tilton of Savvy B2B Marketing. Tony is one of the pioneers of the buyer persona so he’s got a good view. He feels that, “buyer personas have been oversimplified and have lost touch with their original intention….the static snapshot of a single buyer is a key problem with buyer personas today.”
SpotOn Vision’s Persona Marketing slide deck – this is an excellent introduction to buyer personas, with examples and rationale.
What Purpose Do Your Buyer Personas Serve? – A short, insightful post from Ardath Albee of the Marketing Interactions blog. Including a sweet picture of her dog, Bella.
Four Tips for Improving Web Personalisation – Maria Wasing of EPiServer posts on the always excellent Econsultancy blog about buyer personas specifically for targeting web content.
A nice, simple buyer persona sheet – In this post, Martine Hunter of MLT Creative shares this nice, crisp way of capturing a buyer persona:
Know any other content, posts or insights into B2B buyer personas or target audience descriptions for content marketing? Drop them in the comment box.
UPDATE — Ryan has published this EXCELLENT post on personas and emotion and empathy. Do check it out.