Appendix 1 Quick ideas for creating a persona 

  • Biographical?
  • Geographic profile?
  • Demographic profile?
  • Psychographics – social class, lifestyle traits, motivations, and personality characteristics?
  • Webographics – characteristics (tenure of usage, device, and speed)?
  • Persona relationship to the business – employee, partner, supplier, the customer?
  • Products/business relationship to the persona – usage rate, loyalty, attitude, projected brand relationship?
  • Specific goals/needs/attitudes – usage and emotional goals, motivations, needs, frustrations triggers for action?
  • Specific knowledge – language (including local dialect, slang, and jargon), computer proficiency?
  • Context of usage – seasonality, culture, task context, user’s role, responsibilities, benefits sought, environment, security, trends, legal, learnability?
  • Interaction characteristics of usage – frequency, regularity, continuity, timeliness, complexity, scenarios?
  • Information characteristics of usage – information flow and presentation?
  • Sensory/immersive characteristics of usage – brand, identity, style, genre, appeals, memorable, pleasurable?
  • Emotional characteristics of usage – brand personality – sincerity, excitement, perceived and experienced, point of time and sense of place?
  • Accessibility issues – physical, and mental disabilities, assistive devices used?
  • Design issues – appreciation of style and design?
  • Persona relationships – general interaction? 

Appendix 2 How to optimise your pictures

  • Image file names – Name your image Charlie-walking-down-the-road.jpg not img45rt.jpg
  • Add metadata and key phrases in image properties
  • Always use high-resolution imagery (at least 72 dpi)
  • Upload to image-sharing sites (Pinterest/Instagram and link back to <your brand name> website and
  • where possible add relevant text around the image 
  • Use descriptive alt and title attributes when linking to the pictures
  • Link to the image wherever you can using descriptive text

Appendix 3 Best practices for content on YouTube


  • Create original content that entertains and educates (How to)
  • Use your experience to engage the community
  • Concise messages may be delivered in two minutes or less
  • Use audience retention reports to determine what users find engaging (average percentage viewed)
  • Update content regularly, with a regular frequency 
  • Read user comments for new ideas and respond with key term answers  

How to optimise video

  • Make the video title the same as a web page title (including any key phrases)
  • Use all the 120 characters 
  • Place <your brand name> at the end of the title (if at all)


  • There are 5000 characters available
  • Include full transcript and/or long-form article
  • Include URLs (HTTPS://) for more information and/or the main site


  • Use all 120 characters
  • Put <your brand name>, places, topics, and key phrases you wish to rank for here


  • Watermark your video with your target URL (in the edit where possible) at the start and end (the first 5 seconds is free branding if the video is skipped in ads)
  • Jumpstart the view figure by sharing on social media, ensuring they watch the complete video 
  • Interact with other videographers on YouTube – comment on their videos and/or create a video response 
  • Embed the video on <your brand name>.com (and any other relevant websites possible). 
  • Build links to the video from press releases
  • Add an open question in the comments to engage watchers
  • Upload and share playlists to increase overall view time 

Appendix 4 Generative AI Tools & Prompt Engineering


Chat GPT 4 – ChatGPT is a sibling model to InstructGPT, which is trained to follow an instruction in a prompt and provide a detailed response.


Synthesia – Synthesia is an AI video creation platform. Thousands of companies use it to create videos in 120 languages, saving up to 80% of their time and budget

Vidyo – Vidyo is a video communication and conferencing software that embeds real-time video into virtually any application environment and network.


Descript – Descript – Genuinely Useful. Edit By Script And Scene And Share Your Videos And Podcasts. Descript Is The Only Tool You Need To Write, Record, Transcribe, Edit, Collaborate

Otter – uses AI to write automatic meeting notes with real-time transcription, recorded audio, automated slide capture, and automated meeting summaries

Trint – Trint’s AI transcription quickly converts your audio & video files to text, making them as editable, searchable and collaborative as a doc.

Audio Editing 

Krisp – Krisp works where you do … Krisp acts as a “smart” layer between your device and any online communication solution to eliminate all background noise

Beatoven – uses advanced AI music generation techniques to generate unique mood-based music to suit every part of your video.

Cleanvoice – Cleanvoice is an artificial intelligence, which removes filler sounds (uh’s, um’s), mouth sounds (Ex. Lip-smacking) and stuttering from your podcast 

Podcastle – Podcastle is the simplest way to create professional-quality podcasts. Record, edit, transcribe, and export your content with the power of AI

Image Generation 

Dalle 2 – DALL·E 2 is an AI system that can create realistic images and art from a description in natural language.

Mid Journey – Midjourney is an independent research lab exploring new mediums of thought 

Stable Diffusion – Stable Diffusion is a latent text-to-image diffusion model capable of generating photo-realistic images given any text input

Flair – The AI design tool for Branded Content


Murf – Murf offers high-quality natural-sounding AI voices for your projects.

Text Generation 

Writesonic – Write SEO-optimised, long-form blogs up to 1500 words in under 15 seconds with Writesonic. Works for: blogs, landing pages, ads, emails, product descriptions & more.

Jasper – Breakthrough Writer’s Block with Jasper Who Will Help You Spark Fresh Ideas. Jasper – AI Copywriting & Content Generation for Teams. Write content 5x faster.

Copy Matic – Save time, save money, and optimise your copy with AI. We’ll do the heavy lifting for you. Write unlimited SEO-optimised and plagiarism-free content for your blog.

Ryrt – Rytr is an AI writing assistant that helps you create high-quality content, in just a few seconds, at a fraction of the cost! ; killer content, effortlessly. 

Tome – A collaborative AI partner, right at your fingertips. Type in a prompt and watch Tome generate entire narratives from scratch or create additional content pages

Presentations – Create professional-looking presentations in minutes.