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.
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.