Content Marketing: It takes a lot of planning to be this spontaneous

1. Content Marketing IT TAKES A LOT OF PLANNING to be this spontaneous… @NicholaStott

5. Successful Content Execute Concept Creative Brief Define Measures Pitch Brief Planning

6. PITCH LIKE AN AD AGENCY

7. Brief Like The Military

8. WIN Like A BOSS

9. A GOOD BRIEF

10. MAKE YOU MORE AMAZING

11. Six “Sticky” TRAITS 1. 1.Simple Simple 2.Unexpected 3.Concrete 4.Credible 5.Emotional 6.Stories

12. No plan survives c ontac t with the enemy… Colonel Tom Kolditz: Head of Behavioural Science, West Point

13. Durex Poll… which city is most in need of protection?

15. Commanders Intent •Plain talk •top of order •Specifies goal •end-state

16. Seems obvious, but most marketers have no mission statement or core strategy behind the content they develop. JoePulizzi, Content Marketing Institute Author: Epic Content Marketing

17. Commanders Intent Grow audience and reputation by sharing knowledge and tools.

18. Traditional Marketing We make… we sell… we do… we service… we structure… we design… What What USPs, specialisation, design-at- centre, invest in people, outsource production… How How

19. Start with why People don’t buy what you do; people buy why you do it. Simon Sinek, Leadership Expert https://www.startwithwhy.com/

20. A Good Brief? •A consultative process •Budget •Main campaign intent •Who/Why •Documented •Signed/accepted

21. Winning the pitch 1. 1.Organised Organised 2.Audience 3.Solve Problem 4.Price Properly 5.Practise 6.Great Presentations 7.Follow-Up 8.Feedback

22. WIN Like A BOSS

23. MEASURE

24. What Does Success Look Like?

25. Social Communities

26. Social Communities •Connections •Shares •Interactions •Applause(like, favourite, list) •Content insight

27. Rival IQ

28. Rival IQ

29. Visibility

30. “Either write “Either write something worth something worth reading or do reading or do something worth something worth writing about” writing about” – – Benjamin Franklin Benjamin Franklin

31. SearchMetrics

32. Links

33. Links Number and quality •Referral traffic •Contributes to improved rankings •Content insight

34. Majestic

36. Traffic

37. Traffic •Absolute numbers •% YoY growth •Content page landings •Social media channels •Other referrals

38. Traffic Behaviour Flow

39. FULL Creative Brief

40. “the creative brief isn’t easy. “the creative brief isn’t easy. It’s not meant to be easy and It’s not meant to be easy and it shouldn’t be easy” it shouldn’t be easy” – – How to Write an Inspired Creative Brief How to Write an Inspired Creative Brief Howard Howard Ibach Ibach: :

41. Intangibles

42. Brand Guidelines •Use of marks •Position and proximity •Reference to brand •Differences per publishing platform?

43. Brand Guidelines

44. Tone of Voice Personality, Pitch, Age-Appropriate, Slang, Abbreviations

45. Tone of Voice: Resources Distilled Tone of Voice Guide: https://www.distilled.net/tone-of-voice/

46. Tone of Voice: Resources Guardian & Observer Editorial Style Guide: http://www.theguardian.com/guardian-observer-style-guide-a

47. Editorial Calendar Ready deadline, publish deadline, publish platform Share Team/client

49. STORY SO FAR…

50. Covered… •GOOD SALES BRIEF •Pitch To WIN •Define & Agree SUCCESS CRITERIA •Creative Brief, ToV, Brand & Editorial