The value of buyer personas is only as good as the messaging, content, and sales engagement that they spawn. Gaining full value from your personas, assuming they are well-developed and actionable to begin with, requires a well-organized approach to create and execute on persona-based content strategy and campaigns.
Once you have gained buy-in to the persona-based approach and completed your buyer persona primary and secondary research, there are five things you need to do to develop and execute effective persona-based campaigns:
1. Map the buyer’s journey
2. Develop your content strategy
3. Create core messages
4. Produce content, tools, and training
5. Integrate personas with marketing automation…gradually