Buyer Personas: Do you really need them?

There's a lot of buzz about buyer personas. Google the term and you get about 860,000 results, including definitions, blog posts, tutorials, offers, templates - even an institute dedicated to the topic. But is it all really necessary? HubSpot defines a buyer persona as "a semi-fictional representation of your ideal customer based on market research and … Continue reading Buyer Personas: Do you really need them?

Back to Basics: What is Content?

We talk a lot about content. We discuss the importance of a strong content strategy. We explain how to deliver content and how to gain valuable feedback. We talk about iteration and continuous improvement. But let's get back to basics. What is content, anyway? I'm sure we all have an idea, but let's dive into what … Continue reading Back to Basics: What is Content?