Go Back to Chapter 2 Appendix Additional Resources for Developing a Content Strategy Tips for Creating Buyer Personas As your knowledge of your buyers deepens, add color to the personas by including additional details, such as what you under- stand about their goals and daily activities, the current solutions to their problems, whether there is room for improvement with those solutions, and what types of media they consume. You should also try to understand where they spend time online so that you get a sense of the best channels for reaching them. Some of the questions your buyer personas should answer include: » What is the person’s job title and responsibilities? » What type of company does he or she work for? » What industry does the person work in? » What is his or her budget? » What problem does the person need to solve? How urgently does the person need to resolve the problem? » What is the person’s role in the buying process? » What are the person’s goals? » Is he or she the ultimate decision-maker? » What criteria are most important to the person when looking for a solution? » What factors will motivate him or her to make a purchase? It Takes a Content Factory! | 61