This document provides guidance on developing effective buyer personas to guide content marketing strategies. It outlines three main rules: 1) Make buyers the center of your universe by deeply understanding their needs and priorities rather than focusing on your own product features, 2) Align all internal stakeholders around what the buyer cares about based on real buyer insights rather than individual opinions, and 3) Avoid jargon and use simple, clear language from the buyer's perspective. It then describes the "Five Rings of Buying Insight" that are essential for creating an accurate buyer persona: priority initiatives, success factors, perceived barriers, buyer's journey, and decision criteria. Developing personas based on these insights will allow content to be targeted directly at buyers' true needs