How to Use Personas to Power Content Marketing Performance

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