Short, buzzword-free marketing tips
Q: Will doing a buyer persona study or buyer research improve our content marketing?

A: Good audience research will deliver profound and useful insights. We think it’s a valuable use of resources – that’s why we provide this kind of research, known as Buyer Persona research, and why we follow the methodology of the Buyer Persona Institute.

But before you allocate time and money to buyer persona research, outline what you will do with the tool when it is complete.

Can you measure what already works and use the new insights to adjust what has not been working so well? Don’t waste money on the research until you have all of the marketing capabilities in place to make full use of the insights. These are a few examples:

  • ability to measure efficacy of content marketing
  • understanding of how to market on your site and create content for each of your personas

Get more short, buzzword-free marketing tips from our Association Marketing Answers Series here.

By Monica Bussolati
@bussolati

 

 

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