Get input from your team to decide what information you need for your customer profile. A well-researched set will help your content team understand who they are writing for and why.
Just be aware that these personas should be evidence-based and not invented because assumptions about clients can lead your content writing team astray. You can use a range of data sources to help you inform your buyer personas, including:
- Google Analytics
- User surveys or interviews
- Inhouse sales and customer service data
- Social media analytics
- Other reliable team knowledge (e.g., from account managers)