I recently presented at a Content Marketing conference on the topic of content marketing personalization. I argued that personalized content was the key to defining the core job of marketing: to build relationships at scale. And I made sure to differentiate personalized content from personas. So, one of my points in the presentation: Personas are great. Except when they suck! Before you start ranting or raving, let’s start with some basics: What is a persona? I actually like personas. And I know a handful of consultants who are really helping their clients create actionable insights and programs and plans based on a deeper understanding [...]
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