Businesses many times rely on their own impressions and feelings when developing personas for their content strategy. However, getting it wrong, can have costly implications.

Using original research allows businesses to create personas that more accurately reflect an audience’s challenges, interests, demographics and needs.

According to Skyword, “people are more complex than their demographics.” Your audience is comprised of very unique individuals who need to be reached in more targeted ways than simply by zip code or age. While demographic data like location can be a good start, original research conducted through surveys and interviews lets you go deeper.

This deeper level of understanding allows greater personalization of the content you deliver. And while you might think personalization can be creepy, Skyword reports “that 73 percent of consumers don’t feel that a retailer or service provider has ever communicated with them in a way that felt too personalized.”

So go ahead…REALLY get to know your audience.

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