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.

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. What we're going to do
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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. What tonight is about
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Your goals versus your the problems
your customers have
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Personas
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Scenarios
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Workshops and fun
Hashtag: #PixieSessions

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. Following on from last week
Last week we learned about:
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What content strategy is
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What our brand values are
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What our audience needs are
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How to match needs to values
Hashtag: #PixieSessions

6. Following on from last week
What we didn't talk about:
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Your audience's problems
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How you solve your audience's problems
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How your content is at the front line
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7. Following on from last week
Message architecture frames your content.
It doesn't introduce you to your audience.
Hashtag: #PixieSessions

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. Audience & Personas
Who is your ideal audience member?
Think about:
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Age, appearance, gender, quirks
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Income, lifestyle, working arrangements
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Kids, relationships, friendships
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Hobbies, relaxation, holidays
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Goals, dreams, values
Hashtag: #PixieSessions

10. Audience & Personas
Why you need personas:
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Your audience becomes real to you
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You can write to just one person
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You can read your message architecture
through their eyes
You can read all of your content from
their perspective
Hashtag: #PixieSessions

11. Audience & Personas
The best personas are research-based.
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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. 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. 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. Audience & Personas
An Example... from Dickens
Name: Mark Tapley
We would describe Mark as:
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A risk taker, one who will happily take risks and tell
you the good stories at the end of them
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An entrepreneur, one who isn't fussed about failure
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That he's easy to get along with
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That he would be happy to try something new
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That he probably won't stand for a negative attitude
Hashtag: #PixieSessions

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. 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. Scenarios and why they're important
Scenarios can be like pre-mortems.
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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. Scenario Types
There are lots of scenario analyses you can
do. Some of them include:
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Blind spot analysis
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What-If scenarios
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Customer interaction journeys
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Strategy Diamonds
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… and so on.
Hashtag: #PixieSessions

19. Scenario: Blind Spots
Think of everything you can't see – but that
your audience might see:
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Competition and competitive bias
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Corporate bias
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Cognitive bias
Hashtag: #PixieSessions

20. Scenario: Blind Spots (You)
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21. Scenario: Blind Spots (Your Audience)
This?
Or maybe this?
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22. Scenario: Blind Spots
You need to demonstrate:
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That you grasp the audience's problem
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That you have a solution for it
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That you add value to their lives
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That you 'get' them
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That you're a good fit together
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That possibly you can get married
Hashtag: #PixieSessions

23. Scenario: What-If
Sitting in the shoes of your persona, ask
What if?
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What if I can't find what I'm after
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What if it doesn't answer my problem
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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. Scenario: Customer Journeys
You can use your What-Ifs to map out a
customer journey.
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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. Scenario: Strategy Diamonds
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26. Scenario: The (content) Strategy Diamond
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27. Scenarios: FUN STUFF
Choose a scenario:
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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. Reframe Everything
Frame everything so that it talks about
THEM.
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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. 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