Marketing organizations without a good understanding of their audience will find occasional wins, but are destined to never cross into long-term success. You need to know who you’re talking to, why they should care about your product or service, what would motivate them to take action around it, and how best to reach them. In the fifteen years I’ve spent working in tech, I’ve come across many ways to do this, but none better than the simple process of creating avatars.
Entire companies have gone bankrupt overnight when Google has upgraded how they recommend content. Those companies’ investments in hacks like keyword stuffing, link networks, and clickbait were all for naught in a world where Google just wants to provide the best results to the right searches.