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Content Marketing
IT TAKES A LOT OF PLANNING to be this spontaneous…
@NicholaStott
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Planning
Successful Content
Brief
Pitch
Define Measures
Creative Brief
Execute
Concept
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PITCH LIKE AN AD AGENCY
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Brief Like The Military
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A GOOD BRIEF
Presenter
Presentation Notes
What makes a good brief? More time input earlier. More detail, more thoughts on outcomes… Why is it so important for an agency in particular?... What is the job of an agency in this respect?
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MAKE YOU MORE AMAZING
Presenter
Presentation Notes
What are we selling?
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Six “Sticky” TRAITS
1.Simple 2.Unexpected 3.Concrete 4.Credible 5.Emotional 6.Stories
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No plan survives contact with the enemy…
Colonel Tom Kolditz: Head of Behavioural Science, West Point
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Durex Poll…
which city is most in need of protection?
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Commanders Intent
• Plain talk • top of order • Specifies goal • end-state
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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.
Presenter
Presentation Notes
Joe Pulizzi – content marketing mission statement
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Commanders Intent
Grow audience and reputation by sharing knowledge and tools.
Presenter
Presentation Notes
Summarise high level plan.
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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
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People don’t buy what you do; people buy why you do it.
Start with why
Simon Sinek, Leadership Expert https://www.startwithwhy.com/
Presenter
Presentation Notes
Simon Sinek – Golden Circle - Why
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A Good Brief?
• A consultative process • Budget • Main campaign intent • Who/Why • Documented • Signed/accepted
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Winning the pitch 1.Organised 2.Audience 3.Solve Problem 4.Price Properly 5.Practise 6.Great Presentations 7.Follow-Up 8.Feedback
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What Does Success Look Like?
Presenter
Presentation Notes
What does success look like
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Social Communities
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Social Communities
• Connections • Shares • Interactions • Applause(like, favourite, list) • Content insight
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“Either write something worth reading or do something worth writing about” –
Benjamin Franklin
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Links
Number and quality • Referral traffic • Contributes to
improved rankings • Content insight
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Traffic
• Absolute numbers • % YoY growth • Content page landings • Social media channels • Other referrals
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Traffic
Behaviour Flow
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FULL Creative Brief
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“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
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Brand Guidelines
• Use of marks • Position and proximity • Reference to brand • Differences per publishing platform?
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Tone of Voice
Personality, Pitch, Age-Appropriate,
Slang, Abbreviations
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Tone of Voice: Resources
Distilled Tone of Voice Guide: https://www.distilled.net/tone-of-voice/
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Tone of Voice: Resources
Guardian & Observer Editorial Style Guide: http://www.theguardian.com/guardian-observer-style-guide-a
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Editorial Calendar
Ready deadline, publish deadline, publish platform
Share Team/client
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Covered…
• GOOD SALES BRIEF • Pitch To WIN • Define & Agree SUCCESS CRITERIA • Creative Brief, ToV, Brand & Editorial
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Now for the real work
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MAKE HUMAN CONNECTIONS
Presenter
Presentation Notes
Human connection – resonate emotionally, passionately, intellectually -
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resonate emotionally, passionately or intellectually…
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To date, Facebook have raised more money for Nepal than the governments of the United States and United Kingdom put together.
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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