Content Marketing Strategies For Dummies
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What types of data should you mine to gather information for your buying personas? The list goes well beyond the usual prescription to conduct one-on-one interviews. If you take the time to collect different types of data (see the table), you gain the added insight you need to serve your customers.

Data for Persona Development
Data Type Examples Suggested Places to Find It
Demographic/ socioeconomic Age, gender, education, income, standing in the community Customer surveys, government data, Quantcast, comScore, Nielsen, Experian Simmons
Psychographic Habits, values, hobbies One-on-one interviews, social media platforms, customer surveys, buying patterns, forums, blog comments, Google analytics
Trend information Popular culture TrendSpottr, Trend Hunter, BuzzSumo, Magazines, Online news sites, TV shows, Google trends, Customer surveys
Questions/pain points Questions customers are asking/jargon they are using Quora, Yahoo Answers, Stack Exchange, Wiki answers, blog comments, Internal customer support, Google Analytics, customer events, conferences, sales team and other internal departments
Social media content Twitter, Facebook, others Social Mention, Google Alerts, TweetReach, IceRocket
Internal customer records Buying patterns, product usage Internal company reports, CRM systems
Search Keywords Google Analytics, Google Autocomplete, Ubersuggest
Gated content Lead generators Top-ten lists, tool lists, e-books, PDFs

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Stephanie Diamond is a marketing professional with more than 20 years of experience building profits in over 75 different industries. A strategic thinker, she has worked with solopreneurs, small business owners, and multibillion-dollar corporations. Follow her blog at

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