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Chapter 4. Creating Relevant Site Content > Using Personas to Develop Content

Using Personas to Develop Content

When you create a Web site for a client, part of your job is to find out who the client's intended audience is. After you find out who the client's intended audience is, you need to find out as much about the audience as possible. Your client should be able to provide you with the majority of the information. You might be able to find other information, such as demographics, online. Armed with this information, you can tailor the content to the intended audience. In other words, the site you design connects with viewers on a personal level, a task that is easier said than done.

If your client's goal is to connect with viewers on a personal level, you can create one or more personas to define your client's archetypical visitors. A persona is a hypothetical person whose characteristics and demographics fit your client's intended audience to a tee and therefore has all of the information you need to define the audience. When considering what content to use on the site, you use the persona to guide you. In other words, you tailor your content to the persona, and your client's intended audience will think the content was written personally for them. Depending on the scope of your client's intended audience, you might have to create multiple personas. For example, if the intended audience is young males between the ages of 24 and 35 with a college degree who live in the U.S. and make between $45,000 and $75,000 per year, you can get by with one persona. However, if your intended audience is male and female with varying degrees of education and varied socioeconomic groups, you'll have to create multiple personas.


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