Inbound marketing aims to build a connection between you and your readers. It’s a good idea to think specifically about those readers and create audience personas: profiles which may include interests, locations, backgrounds and habits. Personas should also include an outline of the digital journey you expect the reader to take, the behavior that you’re trying to influence and conversion points along the way.
Challenge yourself and your team: what can you definitively state about the ideal reader? Now look at the last ten communication assets you created. Do your assets align with your intended audience? If not, think about more clearly defining your audience personas and concentrate on meeting their needs.