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Knowing Your Audience


Before beginning any new digital strategy, it’s important to ask two key questions that are often overlooked.

1. Who am I trying to serve (or reach)?

2. What do they care about?

You might have a favorite article, video, or idea to share — but will it line up with the things your audience cares about? And are you making your content available to them in a way that is natural, easy, and convenient for them to understand?

One of the best ways to go about answering these questions is by creating user personas.

A persona is a fictional character who communicates the primary characteristics of a group of current or ideal users for your website, social media feed or application. Personas help you and your team understand your audience. They provide insights about the attitudes, behaviors, thought processes, challenges and desires of those you are trying to reach and serve. Personas inform what kind of content you create and where you publish it. They also give insight and direction for wording, images, tone and design.

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“Emma” is one example of a persona. Here are a few more.

Ready to dive in? How to create your own personas