Free Lesson
Antagonists & Allies: How to Make Every Character Count
30 min
Apr 18, 2025 12:00 PM
Virtual (Zoom)
In this video
What you'll learn
Identify your audience's real life supporting "cast"
Nobody is alone. We all have allies and antagonists as we pursue our goals. We discuss how to find them for you reader.
How to navigate cast dynamics
What does your reader want? Who help them get it? Who gets in their way and can we help them overcome those challenges?
How to make content infinitely more grounded
Bringing in the supporting cast adds a layer of realism by using all of the competing voices on any given topic.
Why this topic matters
Content marketing struggles to connect when it ignores the voices influencing a reader’s decisions. It's easy to say “just do X”—but if gatekeepers are saying “you can't,” it’s not just a skill gap.
Cast design helps map the allies, skeptics, and pressures around your reader so your content can create a real path to action.
You'll learn from
Tommy Walker
Founder @ The Content Studio / Formerly Shopify Plus & QuickBooks
Brands I've worked with
