If You Don't Know Me by Now: Why Personalization Must be Part of Your Content Strategy

You've spent years developing your personas and you're tasked with building a content strategy that will meet the distinct needs of each one. In true Pygmalion fashion, you've shaped their personalities, and you're even more familiar with the intimate details of these prototypical models than you are with your own family members. You've constructed their names, jobs, loved ones, joys, fears, habits, aspirations, and social activities. But here's the rub: while personas can help shape your initial strategy, they aren't enough to keep your audience engaged in the long term. Why? Abstract archetypes or personas don't buy our products and services or read our publications.