I was reading an article about effective content marketing the other day. I was slightly alarmed when I read the following line: “Creating and maintaining personas are building block number one when it comes to an effective content marketing plan.” The statement didn’t sit well, and it wasn’t the fact that the “are” should have been an “is.” It was the fact that the statement seemed to argue personas were a thing to be created and discarded as needed. It neglected the real building block behind any effective marketing plan: a good product or service.
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