Your content should always serve a dual purpose. First, it should be inherently helpful to the target buyer. Second, it should make the case for why you are the right person/company to buy from. Writing to a single person makes that a much easier task.
A buyer persona is the one person you will write to when you create your marketing content. Capture that imaginary person’s attention, and your content will be easier to write – and most importantly, it will convert better.