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Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less by Joe Pulizzi

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CHAPTER 10The Audience Persona

The true delight is in the finding out rather than in the knowing.

ISAAC ASIMOV

Repeat this sentence: I am not the target for my content. This thought is critical as you go through this chapter. Business owners and marketers tend to bend their content to their thinking. Don’t fall into this trap.

If you are thinking and acting like a media company and publisher, everything you do with your content marketing will begin and end with your audience. If you do not understand the wants and needs of your audience, there is no way you can be successful with your content.

Most of the time, marketers think that their content audiences are the same as their buying audiences. For example, John Deere distributes the Furrow

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