Audience & Insights

Understand your audience so well that every piece of content feels timely, relevant, and built just for them.

Why Audience Insights Matter Now

Marketing is only as effective as your understanding of the people you’re trying to reach.
In the era of AI, data is abundant, but insights are rare. Without a clear, shared understanding of your buyers, even the most sophisticated content strategies risk falling short.

Audience & Insights is about translating data into understanding, and understanding into action. It ensures your team isn’t guessing what your audience wants: they know. They utilize that knowledge to create content that drives engagement, fosters trust, and yields measurable growth.

This pillar strengthens your ability to:

  • Build and maintain buyer personas that stay relevant.
  • Map buying centers and complex B2B decision processes.
  • Use customer journey data to inform content priorities.

Common Challenges This Pillar Solves

  • Personas are outdated, missing, or disconnected from day-to-day work.
  • Customer journey maps exist—but aren’t used in planning or measurement.
  • Data lives in silos, making it difficult to gain a comprehensive view of the buyer.
  • Content metrics focus on volume or vanity rather than business impact.

My Approach

I help marketing teams bring their audience into every strategic and creative decision. This means building personas that work in practice, mapping journeys that reflect reality, and tracking the right metrics to prove impact.

How We Strengthen Your Audience & Insights:

  • Persona Development & Refresh: Collaboratively create personas with input from across the organization.
  • Buying Center Mapping: Understand all stakeholders and influencers in complex B2B sales.
  • Customer Journey Mapping: Visualize the entire path from awareness to advocacy.
  • Metrics That Matter Framework: Focus on KPIs tied to revenue, retention, and growth.

Featured Resources

Explore articles, tools, and podcast episodes to help you put your audience at the center of your strategy.

  • Article: If Your Personas Are Outdated, So Is Your Strategy →
  • Podcast: Why Content Team Placement Matters →
  • Guide: B2B Buying Center Mapping Workbook →

[See All Audience & Insights Resources →]

Client Perspective

“Before working with Pam, I never appreciated the possibilities of content strategy. She has a strategic mindset that can only come from many years of experience. Every time Pam speaks about content marketing and strategy, you know you’re getting a backstage pass to something special.”
 — Bekah Hutsenpillar, Marketing Coordinator, Content Team

Your Next Step

If you’re ready to unify your team around a deep understanding of your buyers, let’s map the audience insights that will guide your strategy for the next year and beyond.

[Book a Strategy Session →]