Speaker: Tony Zambito, Leading Authority, Buyer Persona

Today's consumers and buyers are being inundated with a digital overflow of content. Making it harder for marketers to be heard and to engage customers. Customers are suffering from content shock and filtering out business-speak information, moving items to the trash icon on their desktop, laptop, tablet, or smartphone. How do today's marketers connect with customers confronted with information dinging their devices every 10 seconds?

In this workshop, participants will learn how gaining deep understanding of what their customers desire results in compelling content. You will be introduced to the original and authentic buyer persona development methodology perfected over the past 15 years. This methodology has helped many of today's leading companies get to know their customers - and connect with compelling content.

As a participant, you will learn:

• How to use buyer personas to build a human-centered approach to content marketing
• How buyer personas are researched and created to gain deep understanding
• How to use the authentic core elements of buyer persona development
• How to go beyond buyer intelligence and capture true human-centered insights
• How to get business-speak out of your content and connect on a humanistic level
• How to use the power of scenarios, stories, and mental modeling to produce compelling content
• How to infuse empathy and emotions to help you humanize your content