The Creative Brief: Your Content Marketing Secret Weapon Content Jam 2015

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  • THE CREATIVE BRIEFTHE SECRET INGREDIENT THAT WILL MAKE ALL YOUR CONTENT MORE POWERFUL AND EFFECTIVE

    November 5, 2015

    #contentjam @nancyagoldstein @CompassX

  • 2

    IVE MADE A TERRIBLE MISTAKE.

  • 3

  • WHAT WAS WRONG WITH THAT AD?

    4

    SO MANY THINGS.

  • OTHER (HILARIOUS) EXAMPLES

    5

    FROM THE INTERNET.SO I AM SURE THEY ARE REAL

    Source: whatthefuckismybrief.com

    http://whatthefuckismybrief.com

  • 6

    THIS WILL END BADLY.

  • 7

    IM SERIOUS. PAY ATTENTION.

  • CONNECT THE EXECUTION TO THE STRATEGY

    8

    Positioning (Reason for Being)

    Growth Plan and Goals

    Creative Brief Execution (social, blog, video)

    Doing stuff that matters most On-strategy creative Higher ROI Stronger brands Kick-assery

    WHICH HELPS YOU ACHIEVE

    CREATIVE BRIEFS ARE THE MISSING LINK

  • WHERE CAN YOU USE A CREATIVE BRIEF?

    9

    !

    "

    Topics for blog posts

    Websites

    Events

    New products and services

    #

    $

  • THE CREATIVE BRIEF IS ONLY MIRACULOUS IF YOU USE IT

    10

    Before Creative Begins When Evaluating Creative

  • ANATOMY OF THE CREATIVE BRIEF

    11

  • 12

    THE COMPASS(X) STRATEGY CREATIVE BRIEF

    OBJECTIVE What does this marketing piece need to communicate? What problem is it trying to solve?

    CUSTOMER THINK/FEEL/ACT NOW The goal of marketing

    communications is to change attitude (thinking and feeling) and behavior. So, we must start with identifying what people think, feel and do now.

    CUSTOMER THINK/FEEL/ACT FUTURE What are the desired attitude

    and action changes that will result from this?

    OUR REASON FOR BEING Why should the audience want to engage on this? What is inspiring about it?

    SUPPORTED BY MESSAGING What are the 2-3 most compelling

    points about why they should believe you?

    BRAND VOICE What is the tone in terms of

    language and design that is consistent with your brand and your audiences attitudes and beliefs?

    REQUIREMENTS Anything that someone must know is a

    mandatory do/dont. For example, if there is language that cannot be used for regulatory reasons, or other guidance.

    TIMING AND BUDGET Speaks for itself - what are your

    deadlines, any approval processes they need to know. What is the budget?

    AUDIENCE: Who is the primary audience that will receive this? A clear audience definition will guide the type of language used and the appropriate tone.

  • 13

    THE COMPASS(X) STRATEGY CREATIVE BRIEF

    OBJECTIVE What does this marketing piece need to communicate? What problem is it trying to solve?

    CUSTOMER THINK/FEEL/ACT NOW The goal of marketing

    communications is to change attitude (thinking and feeling) and behavior. So, we must start with identifying what people think, feel and do now.

    CUSTOMER THINK/FEEL/ACT FUTURE What are the desired attitude

    and action changes that will result from this?

    OUR REASON FOR BEING Why should the audience want to engage on this? What is inspiring about it?

    SUPPORTED BY MESSAGING What are the 2-3 most compelling

    points about why they should believe you?

    BRAND VOICE What is the tone in terms of

    language and design that is consistent with your brand and your audiences attitudes and beliefs?

    REQUIREMENTS Anything that someone must know is a

    mandatory do/dont. For example, if there is language that cannot be used for regulatory reasons, or other guidance.

    TIMING AND BUDGET Speaks for itself - what are your

    deadlines, any approval processes they need to know. What is the budget?

    AUDIENCE: Who is the primary audience that will receive this? A clear audience definition will guide the type of language used and the appropriate tone.

  • DEFINING YOUR AUDIENCE IS CRITICAL

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    ALL WOMEN, PEOPLE WHO USE TECHNOLOGY, OR WHO LOVE FOOD ARE NOT THE SAME!

    20-SOMETHING WOMAN 20-SOMETHING WOMAN

  • BUSINESSES DONT BUY SERVICES. PEOPLE DO.

    15

    SALES Sell smarter and faster with the

    worlds #1 CRM

    MARKETING The future of marketing is 1 to 1

    customer journeys

    CUSTOMER SERVICE Support every customer. Anytime.

    Anywhere.

    The SALESForce customer success platform helps companies connect to their customers in a whole new way

    SALESFORCE BREAKS IT DOWN

  • 16

    THE COMPASS(X) STRATEGY CREATIVE BRIEF

    OBJECTIVEWhat does this marketing piece need to communicate? What problem is it trying to solve?

    CUSTOMER THINK/FEEL/ACT NOW The goal of marketing

    communications is to change attitude (thinking and feeling) and behavior. So, we must start with identifying what people think, feel and do now.

    CUSTOMER THINK/FEEL/ACT FUTURE What are the desired attitude

    and action changes that will result from this?

    OUR REASON FOR BEING Why should the audience want to engage on this? What is inspiring about it?

    SUPPORTED BY MESSAGING What are the 2-3 most compelling

    points about why they should believe you?

    BRAND VOICE What is the tone in terms of

    language and design that is consistent with your brand and your audiences attitudes and beliefs?

    REQUIREMENTS Anything that someone must know is a

    mandatory do/dont. For example, if there is language that cannot be used for regulatory reasons, or other guidance.

    TIMING AND BUDGET Speaks for itself - what are your

    deadlines, any approval processes they need to know. What is the budget?

    AUDIENCE: Who is the primary audience that will receive this? A clear audience definition will guide the type of language used and the appropriate tone.

  • EXAMPLE: METHOD CLEANING PRODUCTS

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    PEOPLE WERENT LOOKING FOR TOXIC-FREE CLEANING

    Its as if you found out Skittles are good for you, - Method co-founder Eric Ryan

    Source: NYT, Ads for Method Celebrate the Madness. By STUART ELLIOTTMARCH 12, 2012

    http://topics.nytimes.com/top/reference/timestopics/people/e/stuart_elliott/index.html

  • 18

    THE COMPASS(X) STRATEGY CREATIVE BRIEF

    OBJECTIVEWhat does this marketing piece need to communicate? What problem is it trying to solve?

    CUSTOMER THINK/FEEL/ACT NOW The goal of marketing

    communications is to change attitude (thinking and feeling) and behavior. So, we must start with identifying what people think, feel and do now.

    CUSTOMER THINK/FEEL/ACT FUTURE What are the desired attitude

    and action changes that will result from this?

    OUR REASON FOR BEING Why should the audience want to engage on this? What is inspiring about it?

    SUPPORTED BY MESSAGING What are the 2-3 most compelling

    points about why they should believe you?

    BRAND VOICE What is the tone in terms of

    language and design that is consistent with your brand and your audiences attitudes and beliefs?

    REQUIREMENTS Anything that someone must know is a

    mandatory do/dont. For example, if there is language that cannot be used for regulatory reasons, or other guidance.

    TIMING AND BUDGET Speaks for itself - what are your

    deadlines, any approval processes they need to know. What is the budget?

    AUDIENCE: Who is the primary audience that will receive this? A clear audience definition will guide the type of language used and the appropriate tone.

  • WAIT! WHAT IF I HAVE MULTIPLE AUDIENCES?

    19

    EXAMPLE: ENGINE PARTS MANUFACTURER

    Think / Feel / Do

    AUTOMOTIVE INDUSTRY AEROSPACE INDUSTRY

    %&

    = Think / Feel / Do

    Think / Feel / Do Think / Feel / Do

    =

    =

    Same

    Different

    BRIEF AND MESSAGING

    Reason for Being

  • WHAT IF I CANT ANSWER A SECTION?

    20

    ' ( )

  • LETS DO THIS!

    21

  • 22

    Craftsmanship without the gimmicks.

  • 23

    THE COMPASS(X) STRATEGY CREATIVE BRIEF

    OBJECTIVE Develop a content plan to increase purchases of T&N mattresses in the Midwest

    CUSTOMER THINK/FEEL/ACT NOW The goal of marketing

    communications is to change attitude (thinking and feeling) and behavior. So, we must start with identifying what people think, feel and do now.

    CUSTOMER THINK/FEEL/ACT FUTURE What are the desired attitude

    and action changes that will result from this?

    OUR REASON FOR BEING Why should the audience want to engage on this? What is inspiring about it?

    SUPPORTED BY MESSAGING What are the 2-3 most compelling

    points about why they should believe you?

    BRAND VOICE What is the tone in terms of

    language and design that is consistent with your brand and your audiences attitudes and beliefs?

    REQUIREMENTS Anything that someone must know is a

    mandatory do/dont. For example, if there is language that cannot be used for regulatory reasons, or other guidance.

    TIMING AND BUDGET Speaks for itself - what are your

    deadlines, any approval processes they need to know. What is the budget?

    AUDIENCE: Who is the primary audience that will receive this? A clear audience definition will guide the type of language used and the appropriate tone.

  • 24

    THE COMPASS(X) STRATEGY CREATIVE BRIEF

    OBJECTIVE Develop a content plan to increase purchases of T&N mattresses in the Midwest

    CUSTOMER THINK/FEEL/ACT NOW The goal of marketing

    communications is to change attitude (thinking and feeling) and behavior. So, we must start with identifying what people think, feel and do now.

    CUSTOMER THINK/FEEL/ACT FUTURE What are the desired attitude

    and action changes that will result from this?

    OUR REASON FOR BEING Why should the audience want to engage on this? What is inspiring about it?

    SUPPORTED BY MESSAGING What are the 2-3 most compelling

    points about why they should believe you?

    BRAND VOICE What is the tone in terms of

    language and design that is consistent with your brand and your audiences attitudes and beliefs?

    REQUIREMENTS Anything that someone must know is a

    mandatory do/dont. For example, if there is language that cannot be used for regulatory reasons, or other guidance.

    TIMING AND BUDGET Speaks for itself - what are your

    deadlines, any approval processes they need to know. What is the budget?

    AUDIENCE: Who is the primary audience that will receive this? A clear audience definition will guide the type of language used and the appropriate tone.

  • 25

    THE COMPASS(X) STRATEGY CREATIVE BRIEF

    OBJECTIVE Develop a content plan to increase purchases of T&N mattresses in the Midwest

    CUSTOMER THINK/FEEL/ACT NOW The goal of marketing

    communications is to change attitude (thinking and feeling) and behavior. So, we must start with identifying what people think, feel and do now.

    CUSTOMER THINK/FEEL/ACT FUTURE What are the desired attitude

    and action changes that will result from this?

    OUR REASON FOR BEING Craftsmanship without the gimmicks

    Highest rated mattress in world Designed and mfg in US Transparent mfg and pricing Created by Silicon Valley guys

    BRAND VOICE What is the tone in terms of

    language and design that is consistent with your brand and your audiences attitudes and beliefs?

    REQUIREMENTS Anything that someone must know is a

    mandatory do/dont. For example, if there is language that cannot be used for regulatory reasons, or other guidance.

    TIMING AND BUDGET Speaks for itself - what are your

    deadlines, any approval processes they need to know. What is the budget?

    AUDIENCE: Who is the primary audience that will receive this? A clear audience definition will guide the type of language used and the appropriate tone.

  • 26

    QUESTIONS?

  • NANCY GOLDSTEIN Chief Strategist (e) nancy@compassxstrategy.com (c) 773-255-4853

    mailto:nancy@compassxstrategy.com?subject=

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