1. PERSONAS challenges channels Non-profit content and Jeff Bacen © 2017
@jbacen

2. WHAT ARE PERSONAS? *not assumptions
a persona is a composite sketch of a target market based on validated commonalities* that informs content strategy to drive productive engagement.
*not assumptions
Jeff Bacen © 2017
@jbacen

3. $$$ What is productive engagement? It’s not that simple for businesses
Content is aimed at the IDEAL CUSTOMER
For non-profits
It’s not that simple
Even the most routine content must engage multiple audiences
Jeff Bacen © 2017
@jbacen

4. a mutually beneficial transactional relationship
The common ground:
For both businesses and non-profits, productive engagement is the conversion that occurs as the intended result of a specific call to action (CTA) from content to content consumer.
In other words,
a mutually beneficial transactional relationship
Jeff Bacen © 2017
@jbacen

5. Even simple personas are a powerful tool for content strategy and Can help identify gaps in content
Why personas?
Primary reasons
personas help you deliver relevant and useful content to your audience
personas serve as a single version of truth for everybody creating content in your organization
Jeff Bacen © 2017
@jbacen

6. Aren’t content personas are the same as demographic profiles?
Jeff Bacen © 2017
@jbacen

7. NO Aren’t content personas are the same as demographic profiles?
Jeff Bacen © 2017
@jbacen

8. Useful personas use other characteristics like
What motivated her to access our content? Specific program information? Volunteering? Donating?
Drive
How and when does she access content? Are there particular formats she gravitates toward?
Engagement
Whose advice does she trust or seek most when engaging with content? Who might seek hers?
Influence
Jeff Bacen © 2017
@jbacen

9. Who consumes Non-profit Content?
General Consideration:
Who consumes Non-profit Content?
Jeff Bacen © 2017
@jbacen

10. Non-profit content audiences include
but are not limited to:
Volunteers*
Researchers (includes the press)
Donors*
Other nfp’s
Partners*
Gov’t entities (includes regulatory)
&
Community
the
Writ large
*Actual or potential
Jeff Bacen © 2017
@jbacen

11. “validated commonalities”
getting to
“validated commonalities”
we want from a persona
Jeff Bacen © 2017
@jbacen

12. Interview key stakeholders
The truth is out there
Interview key stakeholders
To Get the intel,
Conduct interviews to make sure that your messaging and value proposition are making an impact. consult multiple perspectives and talk with donors, volunteers, past members, new members, and long-time members.
Jeff Bacen © 2017
@jbacen

13. Sanity check your data To check the intel,
The truth is out there
Sanity check your data
To check the intel,
The groups that opt into your organization are very different from the population as a whole. But how?
answer this question is by cross-checking your data with industry publications and trend reports. take a look at the sector-specific reports that your donors and leadership team are already consulting.
Jeff Bacen © 2017
@jbacen

14. challenges I.D. negative personas And ponder the
The truth is out there
I.D. negative personas
To maximize the intel,
Understand your ‘negative personas’ so that you can focus on more of the good ones. As a nonprofit, your teams have limited bandwidth. Make sure that you’re investing your efforts in the areas with the highest ROI.
challenges
And ponder the
Jeff Bacen © 2017
@jbacen

15. Non-profit challenges
Content must
communicate to multiple groups
Engage across multiple platforms
Provide programmatic intelligence
Share partner information
Express various/compound calls to action
Jeff Bacen © 2017
@jbacen

16. Content types Additional consideration: Words Audio Video Pictures
data
Content types
It’s Not
that
Simple
Jeff Bacen © 2017
@jbacen

17. Content channels Earned paid Shared owned publicity Converged content
Media relations
Partner relations
Volunteer relations
Donor relations
Blogger relations
Influencer relations
Converged content
high content authority
Partnerships
Tie-ins
Community service
Co-branding
Earned
Influencer engagement
Traditional channel
paid
Response to detractors
Detractors turned to loyalists
Co-branding
Advertising
Sponsored posts
Fan acquisition
Lead generation
Shared
owned
Incentive
Affiliate
Ambassadors
Sponsored content
Native advertising
In-house
Social media
Website
Webinars
Videos
Podcasts
User generated content
Facebook
Twitter
Google
Linkedin
Jeff Bacen © 2017
@jbacen

18. Let’s not forget great stories1
Content that reminds us that life is short 2
Content that reminds us that dreams can come true 3
Content that gives us faith to believe in bigger things 4
Content that reminds us that we matter 5
Content that reminds us that life is short 6
Content that reminds us that dreams can come true 7
Content that gives us faith to believe in bigger things 8
Content that reminds us that we matter 9
Content that inspires us to action 10
Content that makes us laugh or smile 11
Content that makes us cry (joy or sadness) 12
Content that reveals secrets 13
Content that surprises us 14
Content that encourages us to never give up 15
Content that reminds us we are one-of-a-kind 16
Content that reminds us there is more 17
Content that confirms our assumptions 18
Content that challenges our assumptions 19
Content that educates while entertaining us 20
Content where David beats goliath 21
Content that gives a fresh point of view
Jeff Bacen © 2017
@jbacen

19. Do like I did …
For more information, best practices, Persona Forms, and ideas on this and other content marketing topics, consult the experts:
Jeff Bacen © 2017
@jbacen