put your audience first: how to build an effective persona

Put Your Audience First

How to Build an Effective Persona

Presented by Peter Panepento

BRIDGETT COLLINGDirector of Content Marketing, See3

PETER PANEPENTOPrincipal, Panepento Strategies

peter.panepento@gmail.com

@ppanepento

www.panepento.com

bcolling@see3.com

@BridgettColling

www.see3.com

See3 works with nonprofits and social causes, activating people to

change the world. We develop strategies and create media to

deliver on goals like fundraising, advocacy, awareness, recruitment

and more.

Our clients include:

Does your organization have a written content

marketing strategy?

What is your budget for content marketing

in 2015?

What’s the biggest barrier to improving your content

marketing efforts?

Content Strategy

It’s not

really about

YOU

Content Strategy

It’s about

YOUR

AUDIENCE

Nonprofit Content

Talking about

ourselves

Nonprofit Content

Defining our goals

(at least kind of easy)

Nonprofit Content

Understanding our

target audiences

Nonprofit Content

Telling stories that

connect with your target

audiences

The Difference

Content that’s

about

YOU

The Difference

Content that’s

about

YOUR

AUDIENCE

The Difference

Content that’s

about

YOUR

AUDIENCE

Audience Personas

● Fictional profiles of the people you want to reach

● Help you understand the people you want to

take action on your behalf

● Make it easier for you to develop and target your

content

Typical Nonprofit Personas

Who are you trying to reach?

● Prospective/current donors

● Volunteers

● Peer-to-peer fundraisers

● Lawmakers

● Activists

Developing Your Personas

Understand and

articulate your

organization’s goals

Who do you need to reach

to achieve these goals?

Developing Your Personas

Esri ZIP Code Lookup

http://www.esri.com/data/esri_data/ziptapestry

Find out who they really are:

● What motivates them?

● What are their pain points?

● How can you help them?

Developing Your Personas

Developing Your Personas

Think like a reporter

Examples

Source: HubSpot -- http://offers.hubspot.com/free-template-creating-buyer-personas

Discussion and Questions