Process

Process: ReST & COPI

Strategy: ReST Delivery: CoPI

• Research: understanding the business and the marketplace we are operating in.

• Strategy: defining content pillars, topics and distribution

• Tactics: planning the content type, format and medium. i.e. a Youtube video about ABC that is shared on XYZ

• Copy & Creative: producing the physical piece of content for the campaigns

• Publish: publishing and promoting the content across the agreed channels

• Iterations: diving into analytics to see what has worked and what hasn’t worked and iterating accordingly

Process: ReST & COPI

Week 1 Week 2 Week 3 Week 4 Week 5 Week 6

Planning Action

PromotePublishCreativeResearch Strategy Tactics Schedule Iterate

Week 7

Content pillars

Content pillars

The agency What we do Expertise

What: content built around showing the human side of the

agency and our culture Why: to attract new talent, raise our

brand profile & integrate into the digital community

What: demonstrating we are the best in the world at what we do by

delivering industry news and expert demos

Why: to increase brand authority & pre sell our service

What: demonstration of our services and how we deliver them Why: to create a sales funnel and

pre sell what we do

Topics under content pillars

The agency What we do Expertise

This agency life: people

Our clients

Events

Services and our process

Marketing mix

Industry base applications

News

How to & thought leadership

Tools

Teaching: webinars & conf

The agency | pillar 1

This agency life Our clients Events

Our business growth journey- publishing each week about site growth, etc. Like an

accountability journal

Celebrating our team & their achievements

Our culture- the office & agency

lifestyle

Case studies & experiments we are running

Marketing mix: advancing the DM mindset and selling holistic service

Industry base applications

Friday lunches & staff trips

Conferences & meetups

Knowledge shares (live streamed)

Pillar 1 - The agency - detail

Topics Content types Description/examples

Agency life

Our business growth journey- publishing each week about site growth, etc. Like an accountability journal

A weekly journal detailing our growth and our plans where we publish toppling metrics about the business including traffic & leads as well as some things that happened that week and our plans for the week ahead.

Celebrating our team & their achievementsTeam spotlight blog posts about each on of the team, celebrating major milestones in their careers such as

exams passed, birthdays and major work life events.

Our culture- the office & agency lifestyleAn insight into what our office is like. From office banter to friday lunches and monthly nights out. Also picking

up on E&C and the surrounding businesses and working in the container.

Our clients

Case studies & experiments we are runningSpotlight on our achievements such as doubling leads on the same budgets, smashing Kickstarter targets,

etc. Giving people a live insight into what we are trying for our clients. i.e. client X is looking to do Y- here is our strategy- come back in 1 week for the results.

Marketing mix: advancing the DM mindset and selling holistic services

How we approach our campaigns.Mixing all digital channels together for the best results. Holistic approaches to business building- we are experts at the ‘tactics’ but we are businessmen first and DM people second.

Industry base applicationsSEO for airlines, Link building for insurance companies, how to build links with zero assets, content strategy

for FMCG brands

Events

Friday lunches & staff trips Snaps of the perks of working with Ideas Made- we take care of people and make it a nice place to be.

Conferences & meetups Videos of our events and write ups of the meet ups that we have attended.

Knowledge shares (live streamed)A weekly knowledge share with the team that we live stream and turn into a podcast- used to educate the guys

on what is going on in the world and also to create a regular segment to take advantage of live.

What we do - pillar 2

What we do Results How we work

Services

Methodologies & thought processes

Ethos: ready, fire aim

Case studies

Experiments

Account management

Project management

Documentation, KPIs and measurement

Pillar 2 - What we do - detail

Topics Content types Description/examples

What we do

ServicesLanding pages for each of the services we offer with blog posts supporting the service. e.g. FB ads

landing page & blog posts like “why your Facebook Ads aren’t working”

Methodologies & thought processes Showing how we build strategies for each of our major marketing services and giving away downloadable

strategy documentation. e.g. how to conduct a tech audit and free download.

Ethos: ready, fire aimOur approach to optimisation- test and learn. How we approach creative and solve

major brand problems

Results

Case studies Work we have done for our clients and it’s outcome

Experiments SEO experiements/ AB test and things we try out to drive results for our clients

Industry based applications How to do SEO for airlines, link building for insurance companies

How we work

Account management How we onboard clients, how we resolve problems, how we manage SEO accounts

Project managementHow we plan, productivity hacks, tools of the trade, Asana tips, agile, weekly sprints,

getting the most out of your projects

Documentation, KPIs and measurementOur KPI structure- a non biopic view of measurement, quant vs qual, Brand vs sales

vs marketing

Expertise | pillar 3

News Thought leadership Teaching

Weekly live news updates

Company milestones and announcements

Breaking news

Monthly state of the industry

Commentary on articles/ curated top 10s

Rants

How to XYZ

Industry based applications

Resources and downloadable

Pillar 3 - Expertise - detail

Topics Content types Description/examples

What we do

Weekly live news updatesLive SEO and digital marketing news (FB updates, algo update) via Youtube, Periscope and FB live. Audio

turned into a podcast. Getting opinions from people on twitter and surfacing them on the show. Think weekly wipe with high levels of community involvement.

Company milestones and announcementsNew product feature announcements. New product releases. Company birthdays shareholder

movement, etc.

Breaking news Algo updates, major industry things that need comment. Major acquisitions, etc.

Results

Monthly state of the industry Cool shit we want to talk about from the last month.

Commentary on articles/ curated top 10s Best of the web monthly post of the best resources that month.

Rants Letting off some steam about topics that are getting on our nerves

How we work

How to XYZ How to set up and adwords account, how to do FB ads, link building with no assets,

Industry based applications seo for insurance companies, link building for commerce companies.

Resources and downloadable download our exact tech audit, download our seo strategy documentation, or get us to do it for you

Publishing schedule

Pillar Topic Week 1 Week 2 Week 3 Week 4

The agency

This agency life: people

Our clients

Events

What we do

What we do

How we work

Results

Expertise

News

Thought leadership

Teaching

Aspiration: publish daily Asana link

70/20/10 creative scale

Predictable 70%

Innovative 20%

Moon Shot 10%

Everyday content that we know will do well and convert users under one of our KPIs.

This is safe, predictable content that is cost effective

and always drives an intended result.

Intelligent content that is designed to make more impact with our target

audience. Content with new and exciting angles that are a refreshing take on everyday.

Experimental content that is designed to excite and delight end users. This

content either hits or misses. it has ‘viral potential’.

#$* ?

70/20/10 creative scale

Innovative 20%

Moon Shot 10%

Predictable 70%

Inane 0%

Flop risk

Pote

ntia

l

We approach content production to maximise upside and minimise risk. We do this through splitting the content into 3 categories with 70% of content production being aimed at predictable

content that we know will do well BUT will not go viral

I D E A S MADE

Hero, Hub, Hygiene

Hero

Hub

Hygiene

Big PR piece, executed quarterly.

Weekly content designed to travel, be shared and attract press attention.

Daily content and basic navigational content. E.g retargeting ads/landing pages