6. Audience and Buyer Personas
About the Class
To truly succeed with a content marketing strategy, we must provide for the capability to drive multiple lines of value for our business. Audience personas and Buyer Personas are quite different – and looking at them separately can add value more than just the transaction of the purchase of our product of service. More than just monetary value, audiences can add wealth to the business, like time, attention, referrals, personal data, brand loyalty, all of which can be converted in varying degrees into wealth.
- Module: Audience Personas and Buyer Personas (20 Minutes)
Explains the critical difference between audience and buyer personas. Shows how to build long-term content relationships with both, using the full spectrum of the customer experience. - Module: Building Audience Personas (20 Minutes)
Teaches a Jobs-to-Be-Done framework to develop audience personas based on functional, emotional, and social needs. Emphasizes how to define the “so I can” behind content consumption. - Module: Buyer Personas (15 Minutes)
Builds on audience personas by translating them into actionable buyer personas. Maps decision-making journeys, emotional moments, and content preferences that support conversion.
About the Instructor
Robert Rose
Chief Content Advisor, Content Marketing Institute
Robert is the founder and Chief Strategy Officer of The Content Advisory – the consulting and advisory group of The Content Marketing Institute. As a coach and strategist, Robert has worked with marketers at more than 500 companies including global brands such as adidas, Roche, Salesforce, NASA, and Hilton.
Robert is the author of four books. His latest, Content Marketing Strategy, was published by Kogan Page in September 2023, and was called “a rich and much-needed understanding of content marketing” by Professor Philip Kotler. Robert is also an early-stage investor and advisor to a number of technology startups, serving on the advisory boards of a number of companies, such as DivvyHQ, and BrandLens.