In 2017, the Buyer Persona has become an integral part of the modern marketer’s digital strategy. These semi-fictional profiles are a foundational part of any inbound marketing campaign, but that doesn’t mean they’re always effective. If you treat your Personas as an afterthought or just one more step to cross off on your campaign planning checklist before you get to the “real” planning, they’ll be little more than an exercise in creative writing. When crafted with fact and purpose, however, they can be the lynchpin that turns your content from posts and updates into conversion opportunities.