Understanding who your target audience is helps inform marketing campaign strategy. These exercises build out multiple persona types that will outline demographic information, personality traits, pain points, and typical marketing channels that they may be found in. This information helps avoid writing and designing marketing pieces for the wrong audience. For example, if your persona is someone in their 60s and looking for Medicare, fast-paced videos with casual scripting posted on Instagram is likely not the way to reach them. That style of creative would be more suitable for a fashion brand targeting 15-25 year olds. It’s possible to have a wide range of personas, which simply means you must consider multiple types of content to help them through their buying journey.