If you want to compete with the competition, content marketing has to be a top priority. This is true regardless of the industry or the products you offer. If you want to succeed as a business in the long run, you need to stay relevant in the eyes of the customer. As a small business, you might feel that you can’t afford to waste time creating content. In order to create content, it is essential to understand the user needs – and one can do so by creating a user persona.