Do Your Target Audience Personas Need an Update? [Midyear Review Tip]

Jul 2016

audience personas

First, the bad news: The year is already halfway over. And don’t ask me where it went, because I got nothin’.

Now the good news: We still have six more months to achieve those lofty content marketing goals we set for ourselves back in January. And that’s why this is the perfect time to dust off that strategy and see if anything needs tweaking … starting with your target audience personas.

Remember, if we don’t know precisely whose eyeballs (or earballs) we want on the other side of our content, we’re wasting a lot of time and effort (tweet this). And while it’s unlikely that your target audience has made any huge shifts over the last six months, a few subtle changes can make a big difference in how we need to approach our content marketing.

Fortunately, updating those personas is fairly straightforward, especially if we did a good job creating them in the first place.

Step 1: Review Your Current Audience Personas

First, pull out that content marketing strategy (hey, it’s OK if it’s accumulated some dust – no judgment here) and look at the personas you put down back in January.

If your team did a good job, you have a complete profile of all the folks you want to reach: not just demographics, but also values, beliefs, and priorities. And if you’re on the B2B side, you’ve covered individual characteristics (job title, years of experience, level of technical expertise, etc.) as well as company characteristics (industry, size, global footprint, etc.).

And if those personas have a few gaps, now’s the time to fill them.

Step 2: Discuss With Your Team

Set up a brainstorming session with your team to discuss recent developments that might require some tweaks in your audience personas. I suggest you also invite some folks from your sales and customer service teams – remember, they’re the ones dealing with current and potential customers on a daily basis, so their insights are vital.

Here are a few questions to get you started:

  • Have we introduced any new products or services over the last six months? If so, are these new offerings targeting slightly different audiences? Was there any research involved that can help us update our current personas?
  • Have any shifts in the economy or in our industry forced us to adjust our targeting strategies?
  • Are we aiming to enter any new markets?
  • Have changes in our competitive landscape uncovered opportunities to target new audiences?
  • (For B2B brands) Are the companies in our target audience growing? Shrinking? Going global? How does that affect our targeting strategies?
  • What changes in the content marketing landscape (such as the rise of live video) have affected our target audience’s content preferences?

Step 3: Need Additional Research? Do It.

If the answers to any of these questions uncover the need for some consumer research, now’s the time to do it.

Remember, you have several tools at your disposal to help you reach those customers:

  • Interviews (by phone or in person)
  • Online surveys
  • Onsite surveys (if you have a brick-and-mortar store or a booth at a trade show)

Step 4: Make Your Edits

Armed with the most current information about your target audience, adjust your personas as needed and share them with your team to guide your content creation from now through the end of the year.

Remember, your personas drive every aspect of your content marketing, from the topics you cover to the media you use. Make sure every member of your content marketing team has access to those updated personas and understands how to use them. If you continue to let your personas be your guide, your audience will reward you for it.

Happy persona updating!


Monday Marketing Mojo: One thing you must know about B2B blogging

Want to learn more about B2B blogging? Download your free gift, Ninja Secrets of B2B Blogging, at








About the Author

Rachel Parker, Founder & CEO of Resonance Content MarketingA self-described geek who can recite entire episodes of South Park by heart, Rachel Parker has had a passion for content ever since she was old enough to hold a crayon (purple, please).

As Founder and CEO of Resonance, Rachel helps businesses publish content that connects with their audience … and converts those followers into customers. She’s also the host of the Content Marketing Podcast and a sought-after speaker, having presented to many major business and marketing organizations. To learn more, download our complimentary audio 5 Things You Must Know About Content Marketing.

content_marketing_50 BizSugar KredFeatured Author on Business 2 Community

Our Clients Are Saying

  • Social Media Ranking Better Than Ever!

    We are so happy to have hired Resonance for our social media needs. We spend most of our time serving our clients and studying our field so we can provide the highest quality possible. We no longer worry about our social media, as we have total confidence in the wonderful work Rachel and her team have accomplished.

    Our social media is active, promoted, and is ranking better than ever! People often comment about what they see on our Facebook page. Resonance has added a creative, and artistic twist to our social media that is appealing and captivating to our audience. This has allowed me more time to work with my team and clients, so I can focus on service towards the people that help our business grow.

    I know there will be wonderful content on Facebook, and that Rachel will answer to posts, comments and questions as soon as a comment arrives. I am often impressed at how quickly she responds! Thank you Resonance! I highly endorse Resonance and encourage companies who need social media strategies to work with Resonance! You won’t regret it! 

  • One of the best “vendor” relationships I’ve ever had.

    My company had little or no time to spend on social media. Our needs were to ensure a steady stream of posts across three platforms (Facebook, LinkedIn and Twitter) by harvesting and re-purposing content from our own site and news streams. So I contacted Rachel Parker of Resonance Content Marketing.

    The result was two-fold. Not only did our ranks of followers grew steadily, the steady drip, drip, drip of content helped us train our personnel and direct their own individual social media efforts.

    Rachel and her team are extremely organized and open to discussion and new ideas. They deliver a rapid response to new opportunities — and an overall feeling of being on the same team. One of the best “vendor” relationships I’ve ever had.

  • Produced ROI Result needed someone who could grasp the complexities of our product, capture the subtlety of our differentiating value propositions, and convey them in the right voice for an exacting customer audience…. Resonance delivered, by crafting a multi-faceted online content marketing strategy that drove traffic and conversion, producing the ROI result we were looking for….

  • Increased our likes and interaction rates

    Working with Rachel was a delight. Not only does she communicate very well, but she provided valuable insight about our social media platforms and followers. We have much better engagement with our fans and followers, which increased our likes and interaction rates.


  • Added 5 figures to my business in less than 4 weeks

    Rachel took the overwhelm and stress out of writing content for my marketing campaign! When I approached Rachel, I was really concerned that I wouldn’t have the time to focus on writing copy for a lengthy marketing campaign that included sales pages, solo emails, newsletters and social media updates. Well, let’s just say I’m glad I hired Rachel because I couldn’t have done it without her support and expertise. I loved how she used my voice and words to craft content that helped me reach and attract my ideal client. As a result of working with Rachel, I added 5 figures to my business in less than 4 weeks, hundreds of new social media followers and exceeded my sales and list building goals! You know your marketing copy is working when you hear someone say, “I see you everywhere”. Thank you Rachel for helping me not only get seen by my ideal clients but get paid!

  • Event Sold Out Two Years In A Row!

    Rachel worked with me on creating a content marketing calendar and content for the Big Social Media Summit (Big SMS) three years in a row. She is very organized and knows just the right amount of posts on social, email newsletters and content to send.  Her content marketing efforts helping us sell out our event three years in a row!  I am expecting the same for October 2014.

    Rachel was hired to write content for our email newsletter and content for our social platforms. In addition, she had a budget to do advertising on social media. She participated in the event live and after the fact to assure buzz was created before, during and after the event. As a result, our event sold out.

    When I work with Rachel, I have total peace of mind.  I know that she is on target, on time, reliable and delivers over and above the results I expect.

    I trust Rachel totally with her ideas on strategy, marketing and the content used to not only promote our events, but also post on my behalf on social networks. I have been doing social media for 8 years, and I hire Resonance to post on some of my social sites as it saves me time, and keeps my social sites relevant and current. They always post great, engaging content that gets my social properties likes, comments and shares.


  • Professionalism and Sincere Desire to Help

    I just didn’t seem to be able to find the time or the right words to explain what I offer and how my company helps people accomplish their goals. Rachel was able to ask me some questions, do some research and capture my voice while writing my website copy exactly as I needed it to be written.  Now, the copy on my website is much more professional than what I would have created and having this task handled by Rachel and Resonance freed up my time to complete other tasks I am better suited to do.

    It was a joy to work with Rachel. Her professionalism and sincere desire to help was apparent from the first communication until the final delivery. I will definitely use Resonance again and highly recommend their services.

  • Increased website traffic, New Lead Generation

    We were experiencing a lack of internal resources to consistently maintain the Ustream blog. So we turned to Resonance Content Marketing to write blog posts on current industry topics while maintaining a consistent tone with the brand. The result is increased website traffic, new lead generation from gated assets on blog, and better educated/qualified leads. And I now have more time to spend on marketing strategy with the confidence that the content we push out is extremely well written and engaging.

    Rachel is an amazing writer and has really managed to create engaging and relevant blog material on topics that aren’t always super interesting. On many occasions, she has been able to quickly turn around one-off requests and the results are always top-notch. She has also helped guide our content strategy based on her expertise in content marketing, which has been a huge asset to our team.

Free Tips
learn more...