Why Your Content Marketing Needs Buyer Personas

64% of B2B buyers say that online content significantly shaped their decision on which vendor to buy from.

And there are more interesting results in this survey from DemandGen:

  • 58% of buyers agreed with the statement that they spent more time researching purchases, compared to 48%
  • 53% of buyers said they relied more on peer recommendations, versus only 19% of buyers surveyed in 201
  • 37% of buyers said they spent more time using social media to research solutions, almost double the 20% of respondents in the previous;

What does this mean for us marketers?

We need exceptional, targeted content that directly addresses buyers’ issues.


Social media communications are ever more important for peer recommendations. 

And to create extraordinary content and social media communications, we need to understand our buyers. We want to know how they think, how they feel, what their greatest pain points are, and how our product can make their life better. How do we do that? 

We create buyer personas.

To help you create your buyer personas, I put together this free template. Here you can also read more about what buyer personas are and why you need them.


Are you using buyer personas in your marketing? Let me know in the comments.