Your Content Is Not About You
Presented by Leticia Mooney
of Brutal Pixie
(we <3 content strategy)
www.brutalpixie.com
@br...
What we're going to do
●

●

●

●

Learn what tonight's about & how it
follows on from the previous session
Learn about wh...
What tonight is about
●

Your goals versus your the problems
your customers have

●

Personas

●

Scenarios

●

Workshops ...
Introductions
Tonight we want to know:
- who you are
- why you're in this workshop
- what you're hoping to get out of it

...
Following on from last week
Last week we learned about:
●

What content strategy is

●

What our brand values are

●

What...
Following on from last week
What we didn't talk about:
●

Your audience's problems

●

How you solve your audience's probl...
Following on from last week
Message architecture frames your content.
It doesn't introduce you to your audience.

Hashtag:...
Writing Anything 101
1. Know your purpose.
2. Create for a specific audience.
Reasons for writing
Reasons for reading
Crea...
Audience & Personas
Who is your ideal audience member?
Think about:
●

Age, appearance, gender, quirks

●

Income, lifesty...
Audience & Personas
Why you need personas:
●

Your audience becomes real to you

●

You can write to just one person

●

●...
Audience & Personas
The best personas are research-based.
●

●

●

You want it as close to reality as
possible.
Research a...
Audience & Personas
In a moment this is what you will do:
Create your persona. Make it a story.
Give it to someone else.
T...
Audience & Personas
An Example... from Dickens
Name: Mark Tapley
Mark Tapley is a young man in his 20s. He loves
adventure...
Audience & Personas
An Example... from Dickens
Name: Mark Tapley
We would describe Mark as:
●

A risk taker, one who will ...
Audience & Personas
An Example... from Dickens
Name: Mark Tapley
We would describe Mark as:
●

A risk taker, one who will ...
Audience & Personas
FUN STUFF
Create your persona. Make it a story.
Give it to someone else.
That person will introduce th...
Scenarios and why they're important
Scenarios can be like pre-mortems.
●

●

●

Put your audience member into a
situation ...
Scenario Types
There are lots of scenario analyses you can
do. Some of them include:
●

Blind spot analysis

●

What-If sc...
Scenario: Blind Spots
Think of everything you can't see – but that
your audience might see:
●

Competition and competitive...
Scenario: Blind Spots (You)

Hashtag: #PixieSessions
Scenario: Blind Spots (Your Audience)
This?

Or maybe this?

Hashtag: #PixieSessions
Scenario: Blind Spots
You need to demonstrate:
●

That you grasp the audience's problem

●

That you have a solution for i...
Scenario: What-If
Sitting in the shoes of your persona, ask
What if?
●

What if I can't find what I'm after

●

What if it...
Scenario: Customer Journeys
You can use your What-Ifs to map out a
customer journey.
●

●

●

What if I go to the home pag...
Scenario: Strategy Diamonds

Hashtag: #PixieSessions
Scenario: The (content) Strategy Diamond

Hashtag: #PixieSessions
Scenarios: FUN STUFF
Choose a scenario:
●

What-if OR customer interaction
journey OR strategy diamond OR blind
spots.

Ru...
Reframe Everything
Frame everything so that it talks about
THEM.
●

●

●

Share or solve: Don't sell, solve
problems or sh...
Example: About Page
People go to About Pages because they
want more information. They want to
know who you are, what you d...
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Your Content is Not About You

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This presentation and workshop was part of the Brutal Pixie offering at the Majoran Distillery's 2014 Summer School. It focuses on audience, personas, and strategic elements you can apply to your content.

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Your Content is Not About You

  1. 1. Your Content Is Not About You Presented by Leticia Mooney of Brutal Pixie (we <3 content strategy) www.brutalpixie.com @brutalpixie Hashtag: #PixieSessions
  2. 2. What we're going to do ● ● ● ● Learn what tonight's about & how it follows on from the previous session Learn about who you are & why you're here Smash through key points about the what and how you present content Have some fun Hashtag: #PixieSessions
  3. 3. What tonight is about ● Your goals versus your the problems your customers have ● Personas ● Scenarios ● Workshops and fun Hashtag: #PixieSessions
  4. 4. Introductions Tonight we want to know: - who you are - why you're in this workshop - what you're hoping to get out of it Hashtag: #PixieSessions
  5. 5. Following on from last week Last week we learned about: ● What content strategy is ● What our brand values are ● What our audience needs are ● How to match needs to values Hashtag: #PixieSessions
  6. 6. Following on from last week What we didn't talk about: ● Your audience's problems ● How you solve your audience's problems ● How your content is at the front line Hashtag: #PixieSessions
  7. 7. Following on from last week Message architecture frames your content. It doesn't introduce you to your audience. Hashtag: #PixieSessions
  8. 8. Writing Anything 101 1. Know your purpose. 2. Create for a specific audience. Reasons for writing Reasons for reading Creating connection Hashtag: #PixieSessions
  9. 9. Audience & Personas Who is your ideal audience member? Think about: ● Age, appearance, gender, quirks ● Income, lifestyle, working arrangements ● Kids, relationships, friendships ● Hobbies, relaxation, holidays ● Goals, dreams, values Hashtag: #PixieSessions
  10. 10. Audience & Personas Why you need personas: ● Your audience becomes real to you ● You can write to just one person ● ● You can read your message architecture through their eyes You can read all of your content from their perspective Hashtag: #PixieSessions
  11. 11. Audience & Personas The best personas are research-based. ● ● ● You want it as close to reality as possible. Research allows you to test & refine Ongoing research highlights trends & changes that you wouldn't have seen. Hashtag: #PixieSessions
  12. 12. Audience & Personas In a moment this is what you will do: Create your persona. Make it a story. Give it to someone else. That person will introduce themselves as your audience member. Hashtag: #PixieSessions
  13. 13. Audience & Personas An Example... from Dickens Name: Mark Tapley Mark Tapley is a young man in his 20s. He loves adventure. His problem was that he didn't know how far he could push himself and retain his good humour. So, he put himself into absurd situations as a test. He irritates everybody with his optimism. He nearly died by putting himself in bad situations, still managed to be jolly, survived, and returned home filled with exuberance and an entrepreneurial fire. Now, Mark runs a pub called the Jolly Tapley with his wife. Hashtag: #PixieSessions
  14. 14. Audience & Personas An Example... from Dickens Name: Mark Tapley We would describe Mark as: ● A risk taker, one who will happily take risks and tell you the good stories at the end of them ● An entrepreneur, one who isn't fussed about failure ● That he's easy to get along with ● That he would be happy to try something new ● That he probably won't stand for a negative attitude Hashtag: #PixieSessions
  15. 15. Audience & Personas An Example... from Dickens Name: Mark Tapley We would describe Mark as: ● A risk taker, one who will happily take risks and tell you the good stories at the end of them ● An entrepreneur, one who isn't fussed about failure ● That he's easy to get along with ● That he would be happy to try something new ● That he probably won't stand for a negative attitude Hashtag: #PixieSessions
  16. 16. Audience & Personas FUN STUFF Create your persona. Make it a story. Give it to someone else. That person will introduce themselves as your audience member. Hashtag: #PixieSessions
  17. 17. Scenarios and why they're important Scenarios can be like pre-mortems. ● ● ● Put your audience member into a situation and test it Use your scenarios for customer journey mapping, against your site or product Map all possible interactions and journeys so you have a landscape Hashtag: #PixieSessions
  18. 18. Scenario Types There are lots of scenario analyses you can do. Some of them include: ● Blind spot analysis ● What-If scenarios ● Customer interaction journeys ● Strategy Diamonds ● … and so on. Hashtag: #PixieSessions
  19. 19. Scenario: Blind Spots Think of everything you can't see – but that your audience might see: ● Competition and competitive bias ● Corporate bias ● Cognitive bias Hashtag: #PixieSessions
  20. 20. Scenario: Blind Spots (You) Hashtag: #PixieSessions
  21. 21. Scenario: Blind Spots (Your Audience) This? Or maybe this? Hashtag: #PixieSessions
  22. 22. Scenario: Blind Spots You need to demonstrate: ● That you grasp the audience's problem ● That you have a solution for it ● That you add value to their lives ● That you 'get' them ● That you're a good fit together ● That possibly you can get married Hashtag: #PixieSessions
  23. 23. Scenario: What-If Sitting in the shoes of your persona, ask What if? ● What if I can't find what I'm after ● What if it doesn't answer my problem ● ● What if I email and don't know when I'll get a reply What if I love it but the shopping cart is broken? Hashtag: #PixieSessions
  24. 24. Scenario: Customer Journeys You can use your What-Ifs to map out a customer journey. ● ● ● What if I go to the home page and see a blog but get distracted by a banner? What if I want to read a banner but it's automated too quickly? What if I click here, where will I go, and where will I possibly end up and why? Hashtag: #PixieSessions
  25. 25. Scenario: Strategy Diamonds Hashtag: #PixieSessions
  26. 26. Scenario: The (content) Strategy Diamond Hashtag: #PixieSessions
  27. 27. Scenarios: FUN STUFF Choose a scenario: ● What-if OR customer interaction journey OR strategy diamond OR blind spots. Run it for 10 minutes, map everything. Make sure you position yourself as the audience member you created. Then, present to the group. Hashtag: #PixieSessions
  28. 28. Reframe Everything Frame everything so that it talks about THEM. ● ● ● Share or solve: Don't sell, solve problems or share information with them Speak in their language, in their houses Listen to them and respond appropriately Hashtag: #PixieSessions
  29. 29. Example: About Page People go to About Pages because they want more information. They want to know who you are, what you do, what your pedigree is (sometimes), what your key messages are. So don't give them a list of your degrees. Www.trainingxdesign.com.au Www.brutalpixie.com Hashtag: #PixieSessions

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