Chapter 6 – Know Thy Customer: Personas – Optimize

Chapter 6
Know Thy Customer: Personas

Demystifying better search, social media and content marketing often starts with doing a better job of connecting with customers in more relevant ways. But how can you connect with customers if you don’t know who they are or what they care about? Identifying customer preferences for content discovery, consumption, and engagement is an essential part of effective content marketing. By empathizing with customer information needs, how they search and use social networks as influences, we can inspire them through content to a logical conclusion to buy and share.