As new disciplines emerge – like content marketing in the digital age – new jargon blossoms like wildflowers in a new meadow. Or sometimes like clods of cow shit.
Whichever category you put the term ‘Persona’ into (for me, it’s bovine-centric), you can’t deny that it’s won a permanent place in the B2B content marketing canon. “Don’t even think about doing content marketing without personas.” is Commandment Six last time I checked.
At Velocity, we’ve propagated the cult of the persona ourselves, with round-up blog posts and the occasional tirade about using personas properly. And yes, there’s a Persona section in the content marketing playbooks we create for our clients. But, to be honest, I’ve never felt entirely comfortable with them. For two reasons: