Personas are a hot topic. Marketers either love them or doubt their value. With customers and marketers alike becoming more demanding for content that's relevant to them, personas are the fuel that power a marketer's ability to make meaningful connections.
Developing active personas that effectively inform a content marketing strategy takes effort and elbow grease. However, with the right approach, those efforts will be rewarded.
Listen in as Ardath Albee, author of Digital Relevance: Developing Marketing Content and Strategies that Drive Results, as she discusses:
- What to expect from a well-designed persona
- Nine must-have components for active personas and where to get them
- How to use personas strategically to drive competitive advantage
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