Why personas are critical for content strategy

The most popular content strategy tools borrow from the discipline of information architecture, but there is one invaluable tool that is imperative to the process of strategy and implementation of tactics that we can thank our user experience cousins for: personas.

“Content strategy is more than just a discipline. It’s an approach to content that must be adopted at all levels of an organization to be effective. As it becomes ubiquitous to the way in which traditional disciplines create and manage content (marketing, communications, public relations, etc.) across digital channels, the tools that we use now to plan for content will need to evolve beyond the out-dated approach of target audience segmentation. With the demise of top down communications and a increasingly fractured digital channel landscape, organizations must continue to plan for and produce content that remains liquid and linked to engage users on their terms.

That’s why personas are such a critical component to an organization’s overall content strategy. You can’t provide the right content, at the right time, on the right device to every user without it. Over the long term, personas are the insurance policy that all organizations need to protect a key component of one of their largest digital assets – their content.”

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