Your content should always serve a dual purpose. First, it should be inherently helpful to the target buyer. Second, it should make the case for why you are the right person/company to buy from. Writing to a single person makes that a much easier task.
A buyer persona is the one person you will write to when you create your marketing content. Capture that imaginary person’s attention, and your content will be easier to write – and most importantly, it will convert better.
This is what I believe in:
Founders: Keep up the thoughtful content you’re creating. It’s valuable, and it’s so needed. But if your company is generating gobs of customer-facing content with AI, think about why that is, and why you’re okay with it.
Startups: Treating content production as a numbers game means you’re getting lumped in with everyone else. Swimming in the sea of sameness means your customers can’t tell you apart from the competition.
This goes beyond differentiation.
Your solution might be groundbreaking. Your founder might be the next Fortune cover story. But if your content doesn’t stand apart … your company doesn’t stand out.
Human-driven and human-written content (even with an AI assist to make it better) stands out because it serves.
Come talk to me about how your content is getting done. Let’s find opportunities to add humanity to your writing process so the customers you’re trying to reach will sit up and take notice.