What are characters and why do you need them?

 By Ardath Albee's definition, a character is a spoken portrait of a key segment of your audience . For content marketing purposes, characters are needed to help you deliver content that is more relevant and useful to your audience.

Without characters, we can only be guessing what content our audience wants, which means that we are more likely to re-create content around what we know is best (our products and company) rather than around information that our audience is actively searching.

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