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Loren Bornstein

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Buyer Personas vs Jobs to Be Done

Posted by Loren Bornstein on Oct 4, 2018 1:00:00 PM

As content marketers, we often find ourselves caught in a discussion about user personas and Jobs to be Done (JTBD). Many parties vouch for one’s usefulness over the other.

Maybe Carl thinks in-depth buyer personas are the best way to design for an outcome. Stacy feels a more innovative task analysis that goes beyond our current processes turns out best results.

What’s the right answer? Is there a correct answer? Let’s dive into this together and see what a buyer persona is, what is Jobs to be Done, and what both can do for your marketing.

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Topics: Content Creation

How to Write SEO Optimized Content and Build Your Authority

Posted by Loren Bornstein on Sep 13, 2018 2:24:00 PM

Learning how to write SEO optimized content is not easy. If it were, every blog post would be number one.

The majority of SEO friendly strategies struggle because they lack an understanding of search engine ranking factors and how Google evaluates content. Often, SEO tweaks are hard to implement by writers as they lack context and relevance. Peppering posts indiscriminately with LSI keywords doesn't help.

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Topics: Content Optimization

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