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 Rose is the chief troublemaker at Seventh Bear, where he helps marketing teams break free from stale routines, rediscover their creativity, and make an impact that actually matters. He’s been called a strategist, an innovator, and—by at least one former boss—“a dangerous amount of fun.”
Since 2010, Robert has served as the Chief Strategy Advisor at the Content Marketing Institute, where he helped shape it into the world’s leading content marketing education and training organization. Over the past decade, he’s worked with more than 500 teams — from Salesforce and SAP to Roche, Capital Group, and Adidas — helping them balance the art and science of modern marketing.
He’s the author of several books on marketing and creativity, including his latest, Valuable Friction: How to Deliberately Stand Out in a World Obsessed with Speed. And Robert’s master class is the American Marketing Associations’ certification course for Content Marketing Strategy.
You can connect with Robert on LinkedIn or follow him on Threads @RobertRose