It takes a lot of planning to be this spontaneous… by Nichola Stott | SemDays 2015

Content MarketingIT TAKES A LOT OF PLANNINGto 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” TRAITS1.Simple

2.Unexpected3.Concrete4.Credible5.Emotional6.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.

WhatWe make… we sell… we do… we service… we structure… we design…

HowUSPs, 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 pitch1.Organised2.Audience3.Solve Problem4.Price Properly5.Practise6.Great Presentations7.Follow-Up8.Feedback

WIN Like A BOSS

MEASURE

What Does Success Look Like?

Social Commun

ities

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

LinksNumber 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 StickJoe Pulizzi: Epic Content MarketingSimon Sinek: https://www.startwithwhy.com/David Kean: Pitching to Win. The Art of Winning New BusinessHoward Ibach: How to Write an Inspired Creative Brief Romanian Army Image: Flickr user Nicubunu