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6. Audience and Buyer Personas

CMI x AMA Curriculum

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 – The Difference (20 Minutes) 
    We will discuss why audiences and buyers are different, and how that figures into measuring value of our efforts
  • Module: Building Audience Personas The Steps (20 Minutes) 
    How to build Audience personas a step by step approach
  • Module: Translating Audience Personas into Buyer Personas (15 Minutes) 
    How to build Buyer Personas and align them to your audience personas
  • Case Study and Exercise (10 Minutes)  
    A review of our ongoing case study and an exercise to begin the Audience Persona process.

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.