[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fpersona-creation-guide":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":12,"coauthors":13,"class_list":15,"acf":25,"head_links":414,"breadcrumbs":415,"reading_minutes":140,"category":423,"head":426},"2015-06-29T13:24:39",{"rendered":6},"\n\u003Cp>Today’s digital marketer knows the \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fpanda-2015\u002F\">importance of creating great quality content\u003C\u002Fa> – both for the purposes of increasing search rankings and to better appeal to your audience’s needs.\u003C\u002Fp>\n\n\n\n\u003Cp>In order to best meet the needs of that audience, you first need to know who that audience is. Personas are a fantastic tool for improving your understanding of your audience and visualising that in a way that can be shared and understood by everyone in your business. Persona creation follows a journey which starts at the very top of the funnel with broad understanding and that grows in detail, as shown here:\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F03\u002Fpersona-guide-impression.png\" alt=\"persona guide impression\" class=\"wp-image-2055\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"broad-audience-segments-who-is-your-target-audience\">Broad audience segments: who is your target audience?\u003C\u002Fh2>\n\n\n\n\u003Cp>Ask yourself this question; who is your target audience? Ask others in your business; what do they say?\u003C\u002Fp>\n\n\n\n\u003Cp>If they’re like many marketers today, their answers will be far too broad to be useful. They’ll say ‘homeowners’ or ‘business managers’ or ‘people who go on holiday’. But none of these accurately portrays the people you’re trying to engage with your content or your products\u002Fservices.\u003C\u002Fp>\n\n\n\n\u003Cp>Instead, try to be a lot more specific. This is a great task to do with your colleagues, especially your sales people who spend the majority of their time speaking to prospects and customers, or your account managers if relevant to you. Start a discussion (assisted by a flip chart and pens if this helps you) and ask yourself:\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"color: #008080;\">\u003Cstrong>B2B\u003C\u002Fstrong>\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Who are we trying to target?\u003C\u002Fli>\u003Cli>What is their age?\u003C\u002Fli>\u003Cli>What is their role?\u003C\u002Fli>\u003Cli>What industry or sector do they work in?\u003C\u002Fli>\u003Cli>Are they time rich, or time poor?\u003C\u002Fli>\u003Cli>What devices do they use in their daily lives?\u003C\u002Fli>\u003Cli>What are the biggest challenges facing them\u002Ftheir industry today?\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cspan style=\"color: #008080;\">\u003Cstrong>B2C\u003C\u002Fstrong>\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Who are we trying to target?\u003C\u002Fli>\u003Cli>What is their age?\u003C\u002Fli>\u003Cli>What is their family situation – are they married? Single? Children?\u003C\u002Fli>\u003Cli>How do they spend their spare time?\u003C\u002Fli>\u003Cli>What devices do they use in their daily lives?\u003C\u002Fli>\u003Cli>What are the biggest challenges that face them?\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>You’ll need to repeat this exercise until you feel you’ve covered every segment of your target audience.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-motivates-them\">What motivates them?\u003C\u002Fh2>\n\n\n\n\u003Cp>So now you know roughly \u003Cem>who\u003C\u002Fem> you’re targeting, you can start thinking about what motivates them, because our motivations are what guide our choice of content to consumer and products\u002Fservices to buy.\u003C\u002Fp>\n\n\n\n\u003Cp>This requires some further analysis with your team and, if possible, market research with your existing customers and prospects. You’re trying to find out:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>What are they trying to overcome by investing in your product\u002Fservice – this comes back to the challenges that face them\u003C\u002Fli>\u003Cli>What about your product\u002Fservice appeals to them?\u003C\u002Fli>\u003Cli>What are they thinking about when deciding whether or not to buy from you?\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>Ask your customers – why did you buy from us?\u003C\u002Fp>\n\n\n\n\u003Cp>Common motivations might include:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Time saving\u002Fefficiencies\u003C\u002Fli>\u003Cli>Money saving\u003C\u002Fli>\u003Cli>Personal development\u003C\u002Fli>\u003Cli>Professional development\u003C\u002Fli>\u003Cli>Care giving\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>Repeat this exercise with every segment of your target audience that you identified in the first stage.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"no-more-segments-create-individuals\">No more segments – create individuals\u003C\u002Fh2>\n\n\n\n\u003Cp>The final step to persona creation is to take each one of your segments and your understanding of their motivations and combine them into a fictional individual person that will represent that segment and all of its complexities.\u003C\u002Fp>\n\n\n\n\u003Cp>This isn’t as daunting as it may seem. You’re simply creating a person to whom you can attribute the characteristics of the entire segment, and then fill out with individual attributes like a name, a photo and a background.\u003C\u002Fp>\n\n\n\n\u003Cp>Still not sure? Here are a few example personas:\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F12\u002FTjtM9l6W-personas.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-13575\" width=\"562\" height=\"325\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F12\u002FKoltEKMv-mIAzuxF4-persona-example-2.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-13576\" width=\"556\" height=\"337\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F12\u002FPydfOIe0-tdcfDNCs-persona-example-3.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-13577\" width=\"554\" height=\"336\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>As you can see, we’ve included a number of sections within a one-page overview that represents an individual person. We’ve been able to conceptualise what this person might do, the places on the web they visit, whether they are time rich or time poor, their propensity to buy, their attitude to technology and so on.\u003C\u002Fp>\n\n\n\n\u003Cp>By incorporating all of this information, we better equip ourselves and our teams to talk about very complex audience segments using a simple name. For example, back when I worked for Crystal Ski, we had a segment we were targeting of 18-35-year-olds; we created a persona for this segment, named him Dylan and then through all future marketing discussions, we were able to ask ourselves ‘is this right for Dylan?’ and ‘would Dylan like this?’ – much easier to work with than having to ask ourselves if the 18-35 market would like what we were doing because it reduced the complexity of this question into something we could easily manage and discuss.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-to-do-with-your-personas\">What to do with your personas\u003C\u002Fh2>\n\n\n\n\u003Cp>Once you have your personas and you’ve agreed them with your team, you can start using them in your marketing strategies and content plans. We wrote about \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.smartinsights.com\u002Fcontent-management\u002Fcontent-marketing-planning\u002Ftools-for-content-marketing\u002F\">how to use personas in content marketing strategies here\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>It’s important you keep your personas up to date and that you do use them in your business. They can help with marketing strategies, customer service management, product development and so much more. Of course, it’s not an exact science and people might design their personas differently. \u003C\u002Fp>\n",false,"standard",[10,11],38,39,[],[14],135,[16,17,18,19,20,21,22,23,24],"post-2420","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content","category-digital-marketing",{"page_content_modules":26,"hero":136},[27,93],{"acf_fc_layout":28,"reduced":29,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":29,"title":30,"content":6,"authors":31},"blog_post_content",true,"Guide to Persona Creation for Digital Marketing",[32],{"id":33,"path":34,"display_name":35,"job_title":36,"description":37,"avatar_url":38,"acf":39},33,"\u002Fabout\u002Four-team\u002Fimpression-team\u002F","Team Impression","","This post may have been written by a past member of the Impression team, or be a collaboration of us all. We hope you like it!","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":36,"full_bio":36,"specialist_service_links":7,"photo":40},{"ID":41,"id":41,"title":42,"filename":43,"filesize":44,"url":45,"link":46,"alt":36,"author":47,"description":36,"caption":36,"name":48,"status":49,"uploaded_to":44,"date":50,"modified":50,"menu_order":44,"mime_type":51,"type":52,"subtype":53,"icon":54,"width":55,"height":55,"sizes":56},12476,"Impression-Icon","Impression-Icon.jpg",0,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&q=90","\u002Fimpression-icon\u002F","12","impression-icon","inherit","2021-11-02 16:49:21","image\u002Fjpeg","image","jpeg","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",500,{"thumbnail":57,"thumbnail-width":58,"thumbnail-height":58,"medium":59,"medium-width":60,"medium-height":60,"medium_large":61,"medium_large-width":62,"medium_large-height":62,"large":63,"large-width":64,"large-height":65,"1536x1536":66,"1536x1536-width":67,"1536x1536-height":67,"2048x2048":68,"2048x2048-width":69,"2048x2048-height":69,"post-thumbnail":70,"post-thumbnail-width":71,"post-thumbnail-height":72,"12_col":73,"12_col-width":74,"12_col-height":75,"default_landscape":76,"default_landscape-width":77,"default_landscape-height":78,"default_portrait":79,"default_portrait-width":78,"default_portrait-height":77,"6_col_and_margin_short":80,"6_col_and_margin_short-width":71,"6_col_and_margin_short-height":75,"11_col_and_margin":81,"11_col_and_margin-width":82,"11_col_and_margin-height":75,"9_col_rectangle":83,"9_col_rectangle-width":84,"9_col_rectangle-height":85,"11_col":86,"11_col-width":87,"11_col-height":75,"staff_image_696_600":88,"staff_image_696_600-width":89,"staff_image_696_600-height":78,"rectangular_thumbnail":90,"rectangular_thumbnail-width":91,"rectangular_thumbnail-height":92},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=200&q=90&w=200",200,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=768&q=90&w=768",768,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=1536",1536,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=2048&q=90&w=2048",2048,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,600,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",696,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":94,"reduced":29,"top_overlap":95,"bottom_underlap":95,"disable_observer":-1,"heading":96,"cta_text":97,"cta_link":98,"items":99},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[100,114,124],{"type_key":17,"title":101,"excerpt":102,"to":103,"postedAt":104,"readingTime":105,"image":106,"authors":107,"category":111},"A guide to WebMCP for marketing leaders","\u003Cp>The structure of web traffic is undergoing a fundamental structural transition. We’re certainly seeing the impacts of these changes en masse. Whilst SEO visibility is driving, in part, Generative Engine Optimisation (“GEO”) visibility, clicks in traditional SEO rankings are harder to come by, and customer behaviour is fragmented as users are using new places to […]\u003C\u002Fp>\n","\u002Fblog\u002Fa-guide-to-webmcp-for-marketing-leaders\u002F","2026-08-27T13:51:35",13,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fyasa-design-studio-Ot2wQ8jF43s-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[108],{"name":109,"image":110},"Aaron Dicks","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":112,"name":113},"\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F","Digital Marketing",{"type_key":17,"title":115,"excerpt":116,"to":117,"postedAt":118,"readingTime":119,"image":120,"authors":121,"category":123},"Navigating Agentic Commerce with Universal Commerce Protocol","\u003Cp>As artificial intelligence transitions from information retrieval to autonomous task execution, the underlying infrastructure supporting ecommerce is undergoing a fundamental architectural shift.  The Universal Commerce Protocol (“UCP”) provides the unified communication layer required for AI agents to browse, negotiate, and execute transactions directly across merchant back-ends such as payment gateways. It’s an open-source standard co-developed […]\u003C\u002Fp>\n","\u002Fblog\u002Fnavigating-agentic-commerce-with-universal-commerce-protocol\u002F","2026-08-27T13:51:17",9,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fa-c-dqg4QeDNUi8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[122],{"name":109,"image":110},{"to":112,"name":113},{"type_key":17,"title":125,"excerpt":126,"to":127,"postedAt":128,"readingTime":129,"image":130,"authors":131,"category":135},"Bing vs Google: Search Engine Comparison 2026","\u003Cp>In the Bing vs Google debate, many would point to the widespread popularity of Google – the world’s largest search engine – as evidence that users prefer it to its closest rival. Figures suggest that Google has 1 billion daily active users compared to Bing’s 100 million. Yet whilst Google continues to dominate the global […]\u003C\u002Fp>\n","\u002Fblog\u002Fbing-differ-google\u002F","2026-06-11T16:15:35",31,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FBing-logo.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[132],{"name":133,"image":134},"Jonathan Theuring","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F6bhGbuWP-Jonathan-Theuring.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":112,"name":113},{"type":137,"style":138,"heading":30,"date":4,"updatedAt":139,"reading_minutes":140,"image":141,"imageAlt":30,"categories":142,"collections":413},"blog-post","light","2022-02-07T16:48:45",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FJd5gBcLG-050720211625527979_city-people-walking-blur.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[143,329],{"id":10,"count":144,"description":145,"link":146,"name":147,"slug":148,"taxonomy":149,"parent":44,"meta":150,"acf":151,"head_links":152,"resource_count":44,"yoast_title":153,"yoast_meta":154,"yoast_json_ld":198,"_links":297,"path":146},37,"\u003Cp class=\"p1\">Looking for the latest news in the world of content marketing? Then you’ve come to the right place. We regularly publish blogs on the announcements, updates, and strategies that are shaking up the industry.\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fcontent-marketing\u002F\">Content Marketing services\u003C\u002Fa>, or browse our latest tips, advice and opinions below. If you’re interested, why not check out our case studies too?\u003C\u002Fp>","\u002Fblog\u002Fcategory\u002Fcontent\u002F","Content","content","category",[],[],[],"Content Marketing Blog | Content Marketing Tips & Advice | Impression",[155,157,160,163,166,169,172,174,176,178,181,184,187,190,192,195],{"property":156,"content":153},"title",{"property":158,"content":159},"description","Keeping up to date with the latest content trends, strategies, and announcements can be difficult. 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