Ever pick up a magazine, start flipping through to find something of interest, only to find yourself on the last page without having read anything?

That usually happens to me in waiting room at my doctor's office, where I strive to find anything of interest in piles of old issue of Psychology Today, Better Homes and Gardens, and Allergic Living. It once struck me that those are magazines that the doctor and his staff read, but not magazines that his patients are interested in reading.

If you don't want your company blog to be the equivalent of a waiting-room magazine, you need to understand your buyers and what they care about.

So who is your blog for? Customers? Partners? Investors? Ask that question at your company, and I'll bet you get a range of answers.

In my experience, companies that cannot nail the answer are missing out. Even if you decide the blog is aimed at customers and prospects, if you don't know who they are—title, responsibilities, concerns—your content will miss the mark.

The first step in understanding your buyers is creating what's called a buyer persona. Once you have the persona complete, you can apply it to your blog and create what I call a 'blog persona'—a detailed profile of your buyers and the topics they care about.

A buyer persona is a composite profile, or archetype, of a prospective buyer. The buyer persona clarifies who your buyers really are, what motivates them, how they think and talk, and what issues they face in their jobs (especially B2B buyers) and everyday lives (especially B2C buyers).

Good buyer personas come from conversations with recent buyers, not anecdotes or research using secondary sources. You need to interview buyers, or your insights will be superficial at best.

Adele Revella, doyenne of buyer persona research, puts it succinctly:

If content marketing is going to benefit from buyer persona development, you will need to uncover specific insights that are unknown to your competitors or anyone inside your company. This information will be so valuable that you would never post it on your website. However, it will tell you, with scary accuracy, exactly what you need to do to deliver content that persuades buyers to choose you.

I've done buyer-persona research a few times, and it's actually fun. You are not trying to sell your customers anything, just asking questions. The hardest thing, in my experience, is scheduling (and rescheduling) the phone interviews.

Once you have your buyers on the phone, you want to find out about their job, the challenges they face, where they go to research new products and learn new skills. You may need to dig a little deeper to get a really valuable insight. To make your life easier, there are interview checklists that will tell you what questions to ask.

To make your company blog content consistently relevant, you need to take what you learn from persona research and apply it to the posts you write.

Here are my five steps, from start to finish, for creating and using your blog persona:

1. Identity target buyers

If your company has already done buyer persona work, then you are ahead of the game. If not, sit down with your team and figure out who your current buyers are. Talk to salespeople, mine your CRM system, talk to your exec team.

You should be specific: Don't just say "people in information technology at Fortune 500 companies." That's too broad. Network operations staff, for example, or paralegals, is a more specific and better answer.