Define Buyer Personas & Buying Cycle

Understanding the needs of your customer is marketing 101. Search marketers are becoming more sophisticated in their understanding of customer profiles and developing persona to represent who you’re trying to attract via search is an important step in a content strategy.

Knowing what kind of content and what type of digital asset your customers will best respond to can improve effectiveness at driving traffic from the search visibility you’ve achieved through SEO.

The buying cycle is another dimension that warrants attention to make sure you’re creating, promoting and optimizing content that is relevant to where your customers are in their search/research process. Broad concepts usually represent early stages of research versus more specific phrases which often indicate a buyer is closer to purchase.