What is a persona?
A persona is the voice your campaign writes in — tone, audience assumptions, favoured vocabulary, areas of expertise, what to avoid. You manage them on the Personas page in wp-admin (Structura → Personas), 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.
Rotate personas automatically
Instead of picking one persona, you can set a campaign’s persona to Random per post. Structura then chooses a different one of the site’s personas for each post it writes — so a single campaign rotates across several voices instead of repeating one. The pool it draws from is the set of personas writing for that site, so add the voices you want in the rotation and leave the rest out.
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.
The Personas page
In wp-admin, go to Structura → Personas. 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.