Article Archive by Kristin Lesko


September 30 2015

How to Create an Audience Persona

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Photo Credit: “Veterinarian” by Army Medicine, CC BY 2.0

Photo Credit: “Veterinarian” by Army Medicine, CC BY 2.0

Most businesses know the importance of defining their target audiences – and creating content to market to them. But what’s been trending lately is an increased interest in “audience personas” – the concept of creating one person (e.g. “Kat, the veterinarian”) who represents an entire group of people (veterinarians).

Why is this a worthwhile venture? Building audience personas puts you in a better position to fulfill your customers’ needs through your content. Follow these five simple steps to get started.Read More

February 19 2014

5 Steps Toward Creating Winning, Readable Content

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Have you ever wondered how much of your web content actually gets read? Well, according to research by the Nielsen Norman Group, users typically read just 28 percent of the words on any given webpage. That means some of you may have already stopped to make a sandwich, answer a phone call, or tweet about this post (go ahead, we’ll wait). But for the rest of you who smartly stayed, you won’t be disappointed. Here are five easy ways to get your content read.

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February 12 2014

The Dos & Don’ts of Hashtags

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Hashtags weave individual comments together to form a bigger-picture perspective on a given topic. They reveal to us what people are talking about and – in turn – what matters most to them. As a business owner, this information is vital, allowing you to not only be a fly on the wall, but to actively contribute to the greater conversation. But, as with anything, there’s a downside to the use of hashtags. And in this case, it’s the #overuse – #and #misuse — #of #the #trend. Here are some dos and don’ts as to how you can strategically use hashtags to tune into your audience, and tune out the irrelevant hashtag “noise.”

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