What Is A Buyer Persona (And How To Use It For Your Content)

Think of a buyer persona as the VIP guest list for your content marketing. It's the customers you really want to show up.

What Is A Buyer Persona?

A buyer persona is a fictional profile of your ideal client based on real data and real conversations. In marketing, it’s one of the most practical tools you can use to sharpen your content and win better leads. It’s a short, strategic document that outlines:

• Who your buyer is

• What they care about

• Where do they get their information

• What’s keeping them up at night

No guessing. No assumptions. Just valuable insights backed by deep market research. 

Why Does Accurate Buyer Personas Matter? 

When you know your audience, you can:

• Write headlines they’ll click

• Answer questions they’re already asking

• Speak to their actual priorities

Good marketing isn’t about what you want to say. It’s about saying what your audience needs to hear.

What Happens If You Don’t Have A Buyer Persona?

Without a clear audience, your messaging will: 

• Become vague and uninformative

• Have low performance rates

• Feel generic instead of helpful

However, if you have a well-defined buyer persona, you will have a:

• Stronger content strategy

• Clear tone of voice

• Higher engagement across every channel

At Borrowed Pen, buyer personas are one of the first things we build when we take on a new client. They’re the difference between “content” and content that works. Want help building yours? Let’s do it.