Content Marketing IT TAKES A
LOT OF PLANNING to 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” TRAITS 1.Simple 2.Unexpected
3.Concrete 4.Credible 5.Emotional 6.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.

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

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

WIN Like A BOSS

MEASURE

What Does Success Look Like?

Social
Communities

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

Links Number 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 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 CreativeBrief