Our crazy upside-down world offers plenty of evidence that, “it’s not what you know, it’s who you know.” But while that might get you $26 million worth of Instagram endorsement deals, in content marketing, you have to know something — as well as someone.
In fact, you need to know something about someone — specifically, your target audience. With that in mind, it’s worth considering the tools and techniques we use to paint an accurate picture of our ideal customers.
