Buyer Persona
A buyer persona is a semi-fictional, research-based profile representing a core segment of a company's target audience – including goals, challenges and typical questions – used to guide content and communication decisions.
In practice
Personas work best when they are built on real customer interviews or data rather than purely internal assumptions, which usually only reflect what the team already believes. A good persona answers concrete questions: which search terms does this person use, and which stage of the customer journey are they at?