Date post: | 29-Jul-2015 |
Category: |
Marketing |
Upload: | themediaflow |
View: | 4,134 times |
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A GOOD BRIEF
No plan survives contact with the enemy…
Colonel Tom Kolditz: Head of Behavioural Science, West Point
JoePulizzi, Content Marketing Institute Author: Epic Content Marketing
Seems obvious, but most marketers have no mission statement or core strategy behind the content they develop.
Commanders Intent
Grow audience and reputation by sharing knowledge and tools.
What We make… we sell… we do… we service… we structure… we design…
How USPs, specialisation, design-at-centre, invest in people, outsource production…
Traditional Marketing
People don’t buy what you do; people buy why you do it.
Start with why
Simon Sinek, Leadership Expert https://www.startwithwhy.com/
A Good Brief?
• A consultative process • Budget • Main campaign intent • Who/Why • Documented • Signed/accepted
Winning the pitch 1.Organised 2.Audience 3.Solve Problem 4.Price Properly 5.Practise 6.Great Presentations 7.Follow-Up 8.Feedback
Social Communities
• Connections • Shares • Interactions • Applause(like, favourite, list) • Content insight
Traffic
• Absolute numbers • % YoY growth • Content page landings • Social media channels • Other referrals
“the creative brief isn’t easy. It’s not meant to be easy and
it shouldn’t be easy” –
Howard Ibach: How to Write an Inspired Creative Brief
Brand Guidelines
• Use of marks • Position and proximity • Reference to brand • Differences per publishing platform?
Tone of Voice: Resources
Guardian & Observer Editorial Style Guide: http://www.theguardian.com/guardian-observer-style-guide-a
Covered…
• GOOD SALES BRIEF • Pitch To WIN • Define & Agree SUCCESS CRITERIA • Creative Brief, ToV, Brand & Editorial
MAKE HUMAN CONNECTIONS
To date, Facebook have raised more money for Nepal than the governments of the United States and United Kingdom put together.