What is a persona?

A persona is the voice your campaign writes in — tone, audience assumptions, favoured vocabulary, areas of expertise, what to avoid. Structura’s page for personas is called Social Architects in wp-admin (Structura → Social Architects), and every campaign attaches to exactly one of them.

Why personas matter

AI writing without a persona sounds like AI writing. Generic. Hedging. Slightly-too-formal. Posts that could’ve been written by any of a thousand other sites.

A persona is how you push back on that. You give it:

A role or identity. “Senior nutritionist with 10 years clinical experience.” “Mechanical engineer who writes for hobbyists.” “Indie-game developer with a wry sense of humour.”
An audience. Who they’re writing for — their reading level, what they already know, what they don’t.
A style. Formal vs casual. Short sentences vs long. Jokes welcome vs no-jokes-please.
Do’s and don’ts. “Always mention that cast iron needs seasoning.” “Never use the word ‘utilise’ — say ‘use.’”

With a well-crafted persona, the posts on your site sound like your site. Without one, they sound like the internet average.

One persona, many campaigns

A site can have many personas, and you pick one per campaign. If you run:

A recipe blog with a “Emma the food blogger” persona.
A side project on kitchen tools with “Marco the gear reviewer”.
A monthly round-up with “Editorial voice (house style)”.

…that’s three personas, assigned to three different campaigns. They can share a site.

You can also reuse the same persona across campaigns. Most sites end up with 1–3 personas total.

One persona, many authors

A persona doesn’t have to match a real person’s name on the byline. You can configure the author field to credit a real author (yourself, a team member) while the writing voice is the persona’s. This is common for single-author sites: one real author, a specific persona that shapes the voice.

In wp-admin, go to Structura → Social Architects. You’ll see:

A grid of cards, one per persona you’ve created.
A New Persona button (primary) and a Templates button (secondary) in the top-right.
An empty state if you have no personas: No Personas Yet with two buttons, New Persona and Browse Templates.

Each persona card shows the name, the assigned author, and edit/ delete controls.

Templates

If you’re starting from zero, Templates gives you a set of pre-built personas to base yours on. They’re not meant to be used directly — they’re starting points you customise.

Campaign vs persona — what belongs where?

Some settings might feel like they could live in either place. The rule of thumb:

Persona = how you write. Voice, tone, audience, vocabulary.
Campaign = what you write about. Topic, keywords, schedule, objective.

If you change the topic, it’s a campaign change. If you change the voice, it’s a persona change.

Next step

Create a persona if you haven’t yet, or Tips for writing good personas if you have and want to tighten yours.