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Marketers, bloggers, and small business owners have been struggling with the same problem for years: how to create compelling content. Why is it such a struggle? Because they're using the wrong process—or, worse, they don't use a process at all.

Some of them create content simply based on assumptions. I like to compare that approach to a poker game: Players are throwing money on the table hoping to win, but the truth is they're depending completely on luck.

For content creation, it's much more effective to develop a process that works time after time. Here's a four-step process you can use to create more compelling content for your audience.

Step 1: Create buyer personas

Knowing your audience is the first step toward creating great content. You need to learn your audience's language, aspirations, desires, and the things they don't like. The best way to do that is to create buyer personas.

Buyer personas are semi-fictional characters that represent your prospective customer (or reader) as a whole. By creating them, you can better understand your audience's worldview and develop better products, services, and, of course, content.

Buyer personas also allow you to find the places where your prospective customers spend their time, helping you determine which marketing channels to use to promote your content (but that's a topic for another day).

(Ready to create your buyer personas? Start by reading this guide from HubSpot.)

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image of Scott Sims

Scott Sims is co-founder and CEO at Buzzlogix. He leads the company's worldwide operations and oversees its direction and strategy. Scott also actively contributes to the Buzzlogix social media blog.

LinkedIn: Scott Sims

Twitter: @bscottsims