Working with a client who needs to develop customer personas, I did some research and found a load of good articles on how to write a customer persona [links all at the bottom of this page].
So far so good.
but on closer reading it’s clear they are all copying each other.
Content Marketing needs quality control
As I read the articles – many by reputable brands like Buffer, Hubspot, Sprout Social – it was clear that when searching for illustrations they had all culled the same images off Google. Over and over.
The authority of the article was not in doubt. They write clearly and the instruction was good quality for beginner marketers who have never created a customer persona before.
More and more blogs and experts are recommending writing fewer articles and making them longer as well as more niche.
The medium evolves [as I shared this week about Instagram videos] and staying alert to new trends is important for B2B Marketers.
But surely brands could actually show some content images which they had created?
The articles looked “bitty” as a result as the templated personas were all laid out differently and were of varying image quality, never mind what the persona description actually was. I thought they were light in quality.