I found out recently that my content, and what I was offering, had some holes in it.
How did I figure this out? I went through an exercise in creating buyer personas.
Some companies will take a long time in doing this. Focus groups, surveys, countless conversations with current customers and people who don’t buy from them.
But if it’s just you running the show, a quicker method is better than nothing at all.
After I went through it, I realized that there were three opportunities for me. Two for segments I already knew I had, and the third for a segment that came out of the research.
From there, I can build the content and the offers.
It doesn’t happen overnight, but putting the buyer persona exercise in place first helped me understand what comes next.