Creating personas and then not using them is a bit like buying an expensive set of chef’s knives and then continuing to order takeout. Technically, you own the tools. Realistically, you’re still eating cold pad thai straight from the carton.
That’s the problem most companies face: they put in the work to create personas—beautiful, detailed documents complete with stock photos of “Marketing Mary” and “Decision-Maker Dan”—and then those personas get filed away in a shared drive where they’re as useful as a VCR manual.
The point isn’t just to have personas. The point is to use them. Here’s how.
Step 1: Plot the Course Before You Create Content
Think of personas like a ladder. Some will need more rungs, others just a few. Before creating any content, decide how much attention each persona gets. Otherwise, you’ll end up lavishing your energy on the persona least likely to buy, while ignoring the one who actually signs checks.
Step 2: Match Personas to Content Types
Not all content formats are created equal, and not all personas want the same thing.
- B2C personas? Give them blogs, videos, snackable content.
- B2B personas? They want whitepapers, case studies, research that makes them feel their MBA tuition was justified.
The trick is applying the same logic across the board. What delights one persona might bore another to death. (Don’t be the marketer responsible for someone falling asleep on their keyboard.)
Step 3: Distribution Matters (A Lot)
Every persona consumes content differently. An executive probably isn’t scrolling your blog every morning with coffee, but the ambitious mid-level manager is. They’re looking for knowledge, tools, and quick wins to climb the ladder. That means you weight content toward the people who engage the most, while still tossing the occasional bone to the corner office.
Step 4: Answer Their Questions Before They Ask
By now, you should know the FAQs, the objections, and the worries your buyers bring to the table. Use them. Put answers everywhere: blog posts, videos, case studies, webinars. When personas drive your FAQ list, you stop guessing at what content might resonate—and start delivering what your buyers actually want to read.
Step 5: Share Personas with the Whole Team
This one’s so obvious it almost hurts: share your personas. With sales. With customer service. With product. Anyone who talks to customers should know who they’re talking to. Otherwise, marketing is playing chess while sales is playing Hungry Hungry Hippos.
Even better, sharing personas often reveals gaps you missed. Your customer service team probably knows things about your buyers you’d never learn from a survey.
The Big Mistake: Treating Personas as “Done”
Most companies treat personas like a school project—create it, submit it, never look at it again. That’s why so many strategies stall. Personas aren’t final documents; they’re working guides. If you’re not using them to shape campaigns, messaging, and distribution, then congratulations—you’ve made a very expensive PowerPoint.
BuyerTwin: Making Personas Actually Work
This is where BuyerTwin saves you from yourself. With Ask Your BuyerTwin, personas don’t just sit in a PDF. They become interactive. You can ask them questions, explore their challenges, and get real-time insights for your campaigns.
Instead of emailing your team a persona slide they’ll never read, you give them a living, breathing assistant that helps answer: What content should we create? What tone works best? What objections should we prepare for?
Suddenly, personas aren’t theory—they’re practice.
Conclusion: Turn Persona Insights into Action
Personas aren’t wallpaper. They’re blueprints. The real magic happens when you take those insights and apply them across your strategy—tailoring content, refining distribution, answering key questions, and aligning your team around a single vision of your buyer.
That’s exactly what BuyerTwin was built for.
👉 Start using BuyerTwin today and turn your personas into strategies that actually work.