In order to use the right words in Content Marketing, buyer personas are essential.

There is a great post at the Buyer Persona Institute by Adele Revella, a good friend of mine, entitled

Make Every Word Matter (and Make Sure Your Buyer Personas Tell You How)

Buyer personas are developed by talking to the right customers, asking the right questions and documenting the facts learned the right way.  Do you know the right customers to talk to, the right questions to ask and the right way to document the facts learned to drive the right words in Content Marketing?

In fact, my good friend Joe Pulizzi of The Content Marketing Institute in his book Epic Content Marketing, dedicated an entire chapter to “audience personas” which is his term for buyer personas.

This is why I suggest you bring in a buyer persona professional and not just send out a survey.  Surveys are not buyer personas. Unless someone in marketing is trained and experience in buyer persona, you go outside, like SAP did.

Adele reached out to me and invited me to be the first person to take the Buyer Persona Master Class.  Not only was this a great education, but it also gave me the tools used by world-class buyer persona experts.  Thanks so much, Adele.

The Business Marketing Association is opening its first Florida chapter soon - in Tampa - headed by Jeff Ogden of Find New Customers.

If your company is looking for a very well-connected award winning BtoB marketing expert, just fill out the form below.

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This blog is written by the award-winning marketing expert Jeff Ogden, the Fearless Competitor - President of Find New Customers. You can follow me on Twitter at @fearlesscomp