Personality | Great for... | Purpose of the content | What the content includes |
Authority | Companies that want to demonstrate leadership in their industry. | To show their credentials in action with the value they provide to their customers and community. | An honest view, evidence through research, customer success stories, roundtable events, their commentary on trends. |
Bookworm | Subject matter experts who want to demonstrate they’ve ‘been there, done that’. | To share the reality of facing a challenge or taking advantage of an opportunity through the power of storytelling. | Details on what was done, and lessons learned. |
Clown | Companies that want to show a more playful side. | To entertain and stand out from everything else in their market. | Quirky or different ideas, interesting language, a childlike quality. |
Detective | Brands who want to challenge the status quo in a less confrontational way. | To question whether there’s a different/better way to achieve a certain outcome. | Research, analyst commentary, conclusions and recommendations. |
Educator | Those who want to demonstrate they have breadth and depth of knowledge on a specific subject, as well as the periphery areas. | To simplify complex ideas through easily consumable content. | References to further reading/courses/people to follow. |
Friend | Companies that want to demonstrate the personal touch. | To show how they support individuals and teams through the process – not just what they did. | Examples, customer testimonials, data (like NPS scores, or customer satisfaction data). |
Guru | Companies that want to position themselves as ‘ahead of the curve’. | To inspire the audience and get them to imagine a different future or outcome. | Ideas (ideally grounded in some sort of research!) and encourages people to think. |
Hellraiser | Brands that want to visibly exclude everyone but their target audience. | To be confrontational and perhaps antagonise the market so that only those with similar views are drawn in. | Strong opinions (backed up with facts/figures), challenging statements, written with purpose. |