‘Buyer Personas You Want to Use: The 9 Essential Parts’ – CMI
Marcia Riefer Johnston says, “Ever been part of a team that skipped over creating personas to get to the “real work”? Or maybe you had personas, but everyone ignored them.
Personas are easy to dismiss.
The problem with ignoring personas – as Ardath Albee pointed out at the Intelligent Content Conference in her talk, How to Develop Audience Personas That You’ll Actually Use – is that companies go out of business if they ignore these questions:
Who the heck are we going to talk to? Why will they care? What are we going to say that’s relevant to them?
Those are exactly the questions that well-formed personas answer.
In this article, I summarize what Ardath identifies as the nine essential parts of a buyer persona. When you include all nine parts, you 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”.
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