Content Marketing World is part of the Informa Connect Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

Content Marketing World 2020 - Session Viewer

Our schedule will be live soon. Because this year’s event is virtual, you do not need to select your schedule in advance, but we do recommend planning your week ahead of time for an easier time navigating the virtual platform. We’ll send updates to paid registrants as the agenda is finalized.

Your Personas are NOT Impressed! How to Build Content that Drives High Consideration Buying Decisions

Adele Revella  (Founder & CEO, Buyer Persona Institute)

Pass Type: All Access, Main Conference, Main Conference Plus - Get your pass now!

Track: Demand Generation

Session Type: Breakout Session

Audience Level: All

Vault Recording: TBD

Audience Level: All

Before buyers will invest in a solution to achieve a critical business objective, or a personal purchase they rarely make, they must personally believe that it’s possible to achieve the benefits in your messaging. Considering that 81% of buyers say they struggle to find answers to crucial questions, there is a huge content gap just waiting to differentiate the companies that focus on their buyer’s needs for knowledge and experiences.


  • Understand the two most valuable types of content and why buyers of high consideration solutions or services choose the providers who deliver it
  • Learn about the unanswered questions that will stop your buyers from initiating or continuing their buying journey
  • See how your primary focus on only two buyer personas will have the biggest impact on your marketing results, and how to know who they are
  • Gain the moral authority to push back on internal requests that don’t add value for your buyers