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Put Your Audience First
How to Build an Effective Persona
Presented by Peter Panepento
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BRIDGETT COLLINGDirector of Content Marketing, See3
PETER PANEPENTOPrincipal, Panepento Strategies
@ppanepento
www.panepento.com
@BridgettColling
www.see3.com
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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:
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Does your organization have a written content
marketing strategy?
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What is your budget for content marketing
in 2015?
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What’s the biggest barrier to improving your content
marketing efforts?
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Content Strategy
It’s not
really about
YOU
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Content Strategy
It’s about
YOUR
AUDIENCE
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Nonprofit Content
Talking about
ourselves
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Nonprofit Content
Defining our goals
(at least kind of easy)
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Nonprofit Content
Understanding our
target audiences
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Nonprofit Content
Telling stories that
connect with your target
audiences
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The Difference
Content that’s
about
YOU
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The Difference
Content that’s
about
YOUR
AUDIENCE
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The Difference
Content that’s
about
YOUR
AUDIENCE
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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
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Typical Nonprofit Personas
Who are you trying to reach?
● Prospective/current donors
● Volunteers
● Peer-to-peer fundraisers
● Lawmakers
● Activists
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Developing Your Personas
Understand and
articulate your
organization’s goals
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Who do you need to reach
to achieve these goals?
Developing Your Personas
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Esri ZIP Code Lookup
http://www.esri.com/data/esri_data/ziptapestry
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Find out who they really are:
● What motivates them?
● What are their pain points?
● How can you help them?
Developing Your Personas
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Developing Your Personas
Think like a reporter
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Examples
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Source: HubSpot -- http://offers.hubspot.com/free-template-creating-buyer-personas
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Discussion and Questions