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Content Marketing
IT TAKES A LOT OF PLANNING to be this spontaneous…
@NicholaStott
Planning
Successful Content
Brief
Pitch
Define Measures
Creative Brief
Execute
Concept
PITCH LIKE AN AD AGENCY
Brief Like The Military
WIN Like A BOSS
A GOOD BRIEF
MAKE YOU MORE AMAZING
Six “Sticky” TRAITS
1.Simple 2.Unexpected 3.Concrete 4.Credible 5.Emotional 6.Stories
No plan survives contact with the enemy…
Colonel Tom Kolditz: Head of Behavioural Science, West Point
Durex Poll…
which city is most in need of protection?
Commanders Intent
• Plain talk • top of order • Specifies goal • end-state
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
WIN Like A BOSS
MEASURE
What Does Success Look Like?
Social Communities
Social Communities
• Connections • Shares • Interactions • Applause(like, favourite, list) • Content insight
Rival IQ
Rival IQ
Visibility
“Either write something worth reading or do something worth writing about” –
Benjamin Franklin
SearchMetrics
Links
Links
Number and quality • Referral traffic • Contributes to
improved rankings • Content insight
Majestic
Traffic
Traffic
• Absolute numbers • % YoY growth • Content page landings • Social media channels • Other referrals
Traffic
Behaviour Flow
FULL Creative Brief
“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
Intangibles
Brand Guidelines
• Use of marks • Position and proximity • Reference to brand • Differences per publishing platform?
Brand Guidelines
Tone of Voice
Personality, Pitch, Age-Appropriate,
Slang, Abbreviations
Tone of Voice: Resources
Distilled Tone of Voice Guide: https://www.distilled.net/tone-of-voice/
Tone of Voice: Resources
Guardian & Observer Editorial Style Guide: http://www.theguardian.com/guardian-observer-style-guide-a
Editorial Calendar
Ready deadline, publish deadline, publish platform
Share Team/client
STORY SO FAR…
Covered…
• GOOD SALES BRIEF • Pitch To WIN • Define & Agree SUCCESS CRITERIA • Creative Brief, ToV, Brand & Editorial
Now for the real work
Execute
MAKE HUMAN CONNECTIONS
resonate emotionally, passionately or intellectually…
To date, Facebook have raised more money for Nepal than the governments of the United States and United Kingdom put together.
30 Million USD…
Resources
@NicholaStott
Chip Heath & Dan Heath: Made to Stick Joe Pulizzi: Epic Content Marketing Simon Sinek: https://www.startwithwhy.com/ David Kean: Pitching to Win. The Art of Winning New Business Howard Ibach: How to Write an Inspired Creative Brief
