The Digital Crown

Chapter 6

Understand Your Customers

Abstract

Creating great content begins with knowing your audience, and knowing your audience requires you to create personas that your content team can think about and relate to as real customers. It’s vital to know where and how your audience looks for content. It’s also vital that the team always keep in mind the company’s business achievement goals as they create and use personas. Creating personas can be a great team activity, or personas can be created using data and analytics. No matter how you create them, and no matter what types you end up using, you should continue to refer to audience personas by ...