I had an interview once for a content marketing role and the interviewer asked me what would be the first thing I would do if I got the job. My answer? Analyse the customer personas and compare them to the current content being produced to see how closely they aligned.
“Customer personas...right...ok...”, the interviewer mumbled in reply while his face remained blank and he went slightly pale. And then an eerie silence fell for a few seconds and I imagined tumbleweed and dust rolling past my feet. And in that moment, everything made sense.