Would you ever go into a Business meeting with a potential new client without knowing who they are, what they are looking for from your business, or the challenges they are facing? Probably not. So why should your content Marketing be any different?

At the other end of the computer screen or mobile, it is still real people reading your content – it’s just another form of business to business communication. In content marketing, your target prospects or ‘personas’ will (or should) form the foundation of every marketing activity you perform. Without a buyer persona, every aspect of your inbound marketing is likely to suffer, and so too will sales for your IT reseller business.