Slide 1
Slide 1 text
Audience-centric
planning and creative
personas: a strategic
approach to relevancy
Sophie Coley
PROPELLERNET
@sophiecoley
@coleybird
Slide 2
Slide 2 text
relevance
/ˈrɛlɪv(ə)ns/
noun
noun: relevancy
the quality or state of being closely
connected or appropriate.
"this film has contemporary relevance"
@coleybird
#brightonSEO
Slide 3
Slide 3 text
We’re trying to
be relevant to
@coleybird
#brightonSEO
the right audience for our
client or business
Slide 4
Slide 4 text
@coleybird
#brightonSEO
We’re also trying to push the
limits of relevancy to
grow & diversify our
link profiles
Slide 5
Slide 5 text
@coleybird
#brightonSEO
We need
boundaries
Slide 6
Slide 6 text
@coleybird
#brightonSEO Connection
Appropriateness
Slide 7
Slide 7 text
@coleybird
#brightonSEO You can have
a strategy in
place…
Slide 8
Slide 8 text
@coleybird
#brightonSEO
… and the right
tools or framework
to measure your
work
Slide 9
Slide 9 text
@coleybird
#brightonSEO You can have
a strategy in
place…
Slide 10
Slide 10 text
@coleybird
#brightonSEO
Slide 11
Slide 11 text
Who
What
Why
When
Where
WHow
@coleybird
#brightonSEO
Slide 12
Slide 12 text
Who? Who is the
target audience?
@coleybird
#brightonSEO
Slide 13
Slide 13 text
Who? Who is the
current audience?
@coleybird
#brightonSEO
Slide 14
Slide 14 text
What?
What are the key
concerns of the
audience?
@coleybird
#brightonSEO
Slide 15
Slide 15 text
What?
What are the
biggest barriers to
purchase/use?
@coleybird
#brightonSEO
Slide 16
Slide 16 text
What?
What’s going on
more broadly
in their lives?
@coleybird
#brightonSEO
Slide 17
Slide 17 text
Why?
Why does the
audience need/ use
the product/
service?
@coleybird
#brightonSEO
Slide 18
Slide 18 text
Why?
Why would
someone choose
you over another
brand?
@coleybird
#brightonSEO
Slide 19
Slide 19 text
When?
When in their
lives does the
audience need/ use
the product/
service?
@coleybird
#brightonSEO
Slide 20
Slide 20 text
When?
When in the day/
week/month/year
does the audience
need/use the
product/service?
@coleybird
#brightonSEO
Slide 21
Slide 21 text
Where?
Where are they
looking for the
product/service
(is there a
location element)?
@coleybird
#brightonSEO
Slide 22
Slide 22 text
How?
How do they feel
about the
product/service?
@coleybird
#brightonSEO
Slide 23
Slide 23 text
How?
How do they feel
about the fact that
they need to
use/buy it?
@coleybird
#brightonSEO
Slide 24
Slide 24 text
How?
Is there a price
element to consider
(how = how much)?
@coleybird
#brightonSEO
Slide 25
Slide 25 text
You can find so
much audience
insight in
search data…
@coleybird
#brightonSEO
Slide 26
Slide 26 text
@coleybird
#brightonSEO
You can find so
much audience
insight in
search data…
Slide 27
Slide 27 text
@coleybird
#brightonSEO
You can find so
much audience
insight in
search data…
Slide 28
Slide 28 text
@coleybird
#brightonSEO
… and in social
data too
Slide 29
Slide 29 text
@coleybird
#brightonSEO
… and in social
data too
Slide 30
Slide 30 text
@coleybird
#brightonSEO
… and in social
data too
Slide 31
Slide 31 text
@coleybird
#brightonSEO
YouGov is
great for
demographic &
attitudinal
insights…
Slide 32
Slide 32 text
@coleybird
#brightonSEO
… while
reviews are
often full of
gems too
Slide 33
Slide 33 text
@coleybird
#brightonSEO
Slide 34
Slide 34 text
@coleybird
#brightonSEO
You’ve got
the insight…
Stick it into a brief
and you’re good to
go, right?
Slide 35
Slide 35 text
@coleybird
#brightonSEO
Slide 36
Slide 36 text
@coleybird
#brightonSEO
Enter, AI…
Slide 37
Slide 37 text
@coleybird
#brightonSEO
Slide 38
Slide 38 text
@coleybird
#brightonSEO
Slide 39
Slide 39 text
Persona 1:
The Cautious Planner
@coleybird
#brightonSEO
Slide 40
Slide 40 text
@coleybird
#brightonSEO
Name: Margaret Thompson
Age: 62
Location: Leeds, West Yorkshire
Job: Retired primary school teacher
Income: £24,000 per year (pension)
Health condition: Type 2 diabetes
Slide 41
Slide 41 text
Margaret is a meticulous planner who
loves to research her annual holiday to
Spain in great detail. She's been
managing her diabetes for 15 years
and is very health-conscious.
@coleybird
#brightonSEO
Slide 42
Slide 42 text
"I've worked hard all my life and now I get to
enjoy my retirement. My annual trip to the
Costa del Sol is the highlight of my year. I always
buy travel insurance as soon as I book my
holiday - it gives me peace of mind. However,
the premiums have gone up significantly since I
was diagnosed with diabetes."
@coleybird
#brightonSEO
Slide 43
Slide 43 text
"I spend hours comparing policies online to find
the best cover at a reasonable price. It's
frustrating that my condition makes insurance
so expensive, but I'd never consider not
declaring it. My health is too important to risk."
@coleybird
#brightonSEO
Slide 44
Slide 44 text
Persona 2:
The Reluctant Purchaser
@coleybird
#brightonSEO
Slide 45
Slide 45 text
@coleybird
#brightonSEO
Name: David Hughes
Age: 45
Location: Cardiff, Wales
Job: Warehouse manager
Income: £32,000 per year
Health condition: Anxiety/epilepsy
Slide 46
Slide 46 text
@coleybird
#brightonSEO
David struggles with anxiety and has
had infrequent epileptic seizures since
his twenties. He's not a natural
traveller but enjoys his annual family
holiday to Greece.
Slide 47
Slide 47 text
@coleybird
#brightonSEO
"To be honest, I find the whole process of
buying travel insurance stressful. The forms
asking about my medical history make me
anxious, and I worry about having a seizure
abroad. I've considered not mentioning my
epilepsy to keep costs down, but my wife insists
we declare everything.”
Slide 48
Slide 48 text
@coleybird
#brightonSEO
“We usually end up buying a policy
recommended by the Epilepsy Society, even
though it's more expensive. I know it's
necessary, but it feels like my conditions are
being penalised. Still, I wouldn't want to ruin
our family holiday by not being properly
covered."
Slide 49
Slide 49 text
Persona 3:
The Adventurous Retiree
@coleybird
#brightonSEO
Slide 50
Slide 50 text
@coleybird
#brightonSEO
Name: Alan Forsyth
Age: 68
Location: Edinburgh, Scotland
Job: Retired civil engineer
Income: £35,000 per year (pension & investments)
Health condition: Arthritis and controlled heart
condition
Slide 51
Slide 51 text
@coleybird
#brightonSEO
Alan is an active retiree who refuses to
let his health issues slow him down.
He and his wife enjoy taking two or
three international trips per year,
often to more exotic locations.
Slide 52
Slide 52 text
@coleybird
#brightonSEO
"Retirement is our time to see the world, and
we're not letting a few aches and pains stop us.
I've had a stent fitted and deal with arthritis, but
I'm in good shape for my age. Buying travel
insurance is always a bit of a challenge - the
premiums can be eye-watering when I tick all
those boxes about my health.”
Slide 53
Slide 53 text
@coleybird
#brightonSEO
“I usually start looking online about a month
before our trip, but often end up calling insurers
directly to negotiate a better deal. It's
frustrating that my medical history makes
insurance so costly, especially for longer trips or
cruises.”
Slide 54
Slide 54 text
@coleybird
#brightonSEO
“But after a friend had a health scare in Thailand
last year, I know it's worth every penny. We
budget for it as part of our holiday costs now."
Slide 55
Slide 55 text
@coleybird
#brightonSEO
Slide 56
Slide 56 text
@coleybird
#brightonSEO
Margar David
Alan
Slide 57
Slide 57 text
@coleybird
#brightonSEO
With broad boundaries in place,
ideation feels easier & our
ideas are consistently relevant
yet diverse
Slide 58
Slide 58 text
@coleybird
#brightonSEO
The
Cautious
Planner
Planning
& risks
Which countries see
the most claims made?
Advice on drinking tap
water or travel scams
Slide 59
Slide 59 text
@coleybird
#brightonSEO
The
Reluctant
Purchaser
Reassuring
travel
Most relaxing
destinations
Most returned-to
destinations
Happiest destinations
Slide 60
Slide 60 text
@coleybird
#brightonSEO
The
Adventurous
Retiree
Bucket list
travel
Best destinations
for adventure
Off the beaten
path travel
Slide 61
Slide 61 text
@coleybird
#brightonSEO
Audience engagement is a
brilliant measure of
relevancy…
Slide 62
Slide 62 text
@coleybird
#brightonSEO
… so turn your audience
insights into audience stories
for ideation…
Slide 63
Slide 63 text
@coleybird
#brightonSEO
… and you can deliver creative,
relevant content that Google
and your target audience
loves…
Slide 64
Slide 64 text
@coleybird
#brightonSEO
… over and over and over
again.
Slide 65
Slide 65 text
@coleybird
#brightonSEO
Thank
you!
@coleybird
Sophie Coley