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Do you have updated personas that highlight the motivations, challenges, and decision-making processes for your prospects? Even if you did have personas created at some point, the current environment and economy may impact buying behaviors, motivations, and challenges, and therefore, may need to be updated.
In general, accurate personas allow you to create strategic and relevant messages, which are essential to include in an effective content strategy. Publishing those messages within strategically designed marketing materials and distributing through the channels that will reach your audience will help you achieve your business goals.