put your audience first: how to build an effective persona
TRANSCRIPT
Put Your Audience First
How to Build an Effective Persona
Presented by Peter Panepento
BRIDGETT COLLINGDirector of Content Marketing, See3
PETER PANEPENTOPrincipal, Panepento Strategies
@ppanepento
www.panepento.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