In the theatre actors are always charged with the task of stepping into their characters’ shoes.  The A-list stars can eat, breathe, and talk with all the mannerisms and idiosyncrasies of their alter-ego and this makes the final performance more genuine and believable.

In recent weeks we have been working with several clients on developing their inbound marketing strategies. In working through our strategy discussions, the subject of content and content creation inevitably creates much debate. The cliche that "content is king" is as important as ever. However, before this item on the agenda can be explored in a meaningful way, the question of buyer personas needs to be addressed first. Understanding and developing buyer personas is critical in order to create this valuable content that speaks to your target audience(s). At first blush this may seem to be a straight forward exercise, since most companies/businesses and marketers already know their target customers - or do they?