A great sense check has been put on the web by the US organisation the Business Marketing Institute (BMI.) Called “Are you really reaching your reader? 20 questions to consider” the article focuses on how, in a “content is king” world, you can give your campaign or content real traction.

The BMI’s 20 questions amalgamated a number of checks against which to review your content for focus and appropriateness. It recommends the creation of “persona” of the recipient before approaching them – to ensure message and fit are absolutely right.

This makes a lot of sense – we’ve had many CIOs say to us “don’t assume I want technical content”, many seemingly time-poor executives happily read detailed 3 page letters that have broken all the “traditional” rules of direct marketing – all because the understanding of the target market and the journey they needed to be taken on was exactly right.

The very good Buyer Persona Blog recommends building formal buyer personas for each of your target demographics, and lists ways to go about achieving this.