Last week, I had the privilege of speaking at Search Marketing Expo (SMX West) about using Persona Models in Search Marketing. It was a pleasure to share the dais with Gord Hotchkiss from Enquiro Research and Ian Lurie of Portent Interactive — both outstanding, smart people who gave great presentations.
Our presentations went over the high-level basics of creating personas and planning content that speaks directly to your personas. We had a full house for our session and I’ve received lots of insightful questions since from audience members. Overall, the feedback has been extremely positive. But what struck me most was the coming of age of the notion that personas ought to be an integral part of any online marketing plan.
This really excites me, to see people so open to a concept that Future Now has proved effective in almost every interaction. The sheer number of seminars about visitor behavior and the number of times I heard “persona” used in comments and questions suggested a bold new era for interactive marketing.
The rest of the conference was equally thought-provoking. I thought it showed a deeper level of thinking and debate than I’ve witnessed at past industry conferences. (Hats off to Danny Sullivan and the crew at Search Engine Land!)
If you’d like to see my presentation, here it is:
If you’d like help planning your online content strategy with personas, contact us.
[Editor's Note: Brian Bond is VP of Marketing and Product at Future Now.]