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The Creative Brief: Your Content Marketing Secret Weapon Content Jam 2015

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How using a creative brief will make your content marketing more powerful and effective. From #contentjam 2015

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The Creative Brief: Your Content Marketing Secret Weapon Content Jam 2015

  1. 1. THE CREATIVE BRIEF THE SECRET INGREDIENT THAT WILL MAKE ALL YOUR CONTENT MORE POWERFUL AND EFFECTIVE November 5, 2015 #contentjam @nancyagoldstein @CompassX
  2. 2. 2 I’VE MADE A TERRIBLE MISTAKE.
  3. 3. 3
  4. 4. WHAT WAS WRONG WITH THAT AD? 4 SO MANY THINGS…….
  5. 5. OTHER (HILARIOUS) EXAMPLES 5 FROM THE INTERNET….SO I AM SURE THEY ARE REAL Source: whatthefuckismybrief.com
  6. 6. 6 THIS WILL END BADLY.
  7. 7. 7 I’M SERIOUS. PAY ATTENTION.
  8. 8. CONNECT THE EXECUTION TO THE STRATEGY 8 Positioning (Reason for Being) Growth Plan and Goals Creative Brief Execution (social, blog, video…) Doing stuff that matters most On-strategy creative Higher ROI Stronger brands Kick-assery WHICH HELPS YOU ACHIEVE… CREATIVE BRIEFS ARE THE MISSING LINK
  9. 9. WHERE CAN YOU USE A CREATIVE BRIEF? 9 Topics for blog posts Websites Events New products and services
  10. 10. THE CREATIVE BRIEF IS ONLY MIRACULOUS IF YOU USE IT 10 Before Creative Begins When Evaluating Creative
  11. 11. ANATOMY OF THE CREATIVE BRIEF 11
  12. 12. 12 THE COMPASS(X) STRATEGY CREATIVE BRIEF OBJECTIVE What does this marketing piece need to communicate? What problem is it trying to solve? CUSTOMER THINK/FEEL/ ACT NOW • The goal of marketing communications is to change attitude (thinking and feeling) and behavior. So, we must start with identifying what people think, feel and do now. CUSTOMER THINK/FEEL/ ACT FUTURE • What are the desired attitude and action changes that will result from this? OUR REASON FOR BEING Why should the audience want to engage on this? What is inspiring about it? SUPPORTED BY MESSAGING • What are the 2-3 most compelling points about why they should believe you? BRAND VOICE • What is the tone in terms of language and design that is consistent with your brand and your audience’s attitudes and beliefs? REQUIREMENTS • Anything that someone must know is a mandatory do/don’t. For example, if there is language that cannot be used for regulatory reasons, or other guidance. TIMING AND BUDGET • Speaks for itself - what are your deadlines, any approval processes they need to know. What is the budget? AUDIENCE: Who is the primary audience that will receive this? A clear audience definition will guide the type of language used and the appropriate tone.
  13. 13. 13 THE COMPASS(X) STRATEGY CREATIVE BRIEF OBJECTIVE What does this marketing piece need to communicate? What problem is it trying to solve? CUSTOMER THINK/FEEL/ ACT NOW • The goal of marketing communications is to change attitude (thinking and feeling) and behavior. So, we must start with identifying what people think, feel and do now. CUSTOMER THINK/FEEL/ ACT FUTURE • What are the desired attitude and action changes that will result from this? OUR REASON FOR BEING Why should the audience want to engage on this? What is inspiring about it? SUPPORTED BY MESSAGING • What are the 2-3 most compelling points about why they should believe you? BRAND VOICE • What is the tone in terms of language and design that is consistent with your brand and your audience’s attitudes and beliefs? REQUIREMENTS • Anything that someone must know is a mandatory do/don’t. For example, if there is language that cannot be used for regulatory reasons, or other guidance. TIMING AND BUDGET • Speaks for itself - what are your deadlines, any approval processes they need to know. What is the budget? AUDIENCE: Who is the primary audience that will receive this? A clear audience definition will guide the type of language used and the appropriate tone.
  14. 14. DEFINING YOUR AUDIENCE IS CRITICAL 14 ALL WOMEN, PEOPLE WHO USE TECHNOLOGY, OR WHO LOVE FOOD ARE NOT THE SAME! 20-SOMETHING WOMAN 20-SOMETHING WOMAN
  15. 15. BUSINESSES DON’T BUY SERVICES. PEOPLE DO. 15 SALES Sell smarter and faster with the world’s #1 CRM MARKETING The future of marketing is 1 to 1 customer journeys CUSTOMER SERVICE Support every customer. Anytime. Anywhere. The SALESForce customer success platform helps companies connect to their customers in a whole new way SALESFORCE BREAKS IT DOWN
  16. 16. 16 THE COMPASS(X) STRATEGY CREATIVE BRIEF OBJECTIVE What does this marketing piece need to communicate? What problem is it trying to solve? CUSTOMER THINK/FEEL/ ACT NOW • The goal of marketing communications is to change attitude (thinking and feeling) and behavior. So, we must start with identifying what people think, feel and do now. CUSTOMER THINK/FEEL/ ACT FUTURE • What are the desired attitude and action changes that will result from this? OUR REASON FOR BEING Why should the audience want to engage on this? What is inspiring about it? SUPPORTED BY MESSAGING • What are the 2-3 most compelling points about why they should believe you? BRAND VOICE • What is the tone in terms of language and design that is consistent with your brand and your audience’s attitudes and beliefs? REQUIREMENTS • Anything that someone must know is a mandatory do/don’t. For example, if there is language that cannot be used for regulatory reasons, or other guidance. TIMING AND BUDGET • Speaks for itself - what are your deadlines, any approval processes they need to know. What is the budget? AUDIENCE: Who is the primary audience that will receive this? A clear audience definition will guide the type of language used and the appropriate tone.
  17. 17. EXAMPLE: METHOD CLEANING PRODUCTS 17 PEOPLE WEREN’T LOOKING FOR TOXIC-FREE CLEANING “It’s as if you found out Skittles are good for you,” - Method co-founder Eric Ryan Source: NYT, Ads for Method Celebrate the Madness. By STUART ELLIOTTMARCH 12, 2012
  18. 18. 18 THE COMPASS(X) STRATEGY CREATIVE BRIEF OBJECTIVE What does this marketing piece need to communicate? What problem is it trying to solve? CUSTOMER THINK/FEEL/ ACT NOW • The goal of marketing communications is to change attitude (thinking and feeling) and behavior. So, we must start with identifying what people think, feel and do now. CUSTOMER THINK/FEEL/ ACT FUTURE • What are the desired attitude and action changes that will result from this? OUR REASON FOR BEING Why should the audience want to engage on this? What is inspiring about it? SUPPORTED BY MESSAGING • What are the 2-3 most compelling points about why they should believe you? BRAND VOICE • What is the tone in terms of language and design that is consistent with your brand and your audience’s attitudes and beliefs? REQUIREMENTS • Anything that someone must know is a mandatory do/don’t. For example, if there is language that cannot be used for regulatory reasons, or other guidance. TIMING AND BUDGET • Speaks for itself - what are your deadlines, any approval processes they need to know. What is the budget? AUDIENCE: Who is the primary audience that will receive this? A clear audience definition will guide the type of language used and the appropriate tone.
  19. 19. WAIT! WHAT IF I HAVE MULTIPLE AUDIENCES? 19 EXAMPLE: ENGINE PARTS MANUFACTURER Think / Feel / Do AUTOMOTIVE INDUSTRY AEROSPACE INDUSTRY ƞ = Think / Feel / Do Think / Feel / Do Think / Feel / Do = =≠ Same Different BRIEF AND MESSAGING Reason for Being
  20. 20. WHAT IF I CAN’T ANSWER A SECTION? 20
  21. 21. LET’S DO THIS! 21
  22. 22. 22 Craftsmanship without the gimmicks.
  23. 23. 23 THE COMPASS(X) STRATEGY CREATIVE BRIEF OBJECTIVE Develop a content plan to increase purchases of T&N mattresses in the Midwest CUSTOMER THINK/FEEL/ ACT NOW • The goal of marketing communications is to change attitude (thinking and feeling) and behavior. So, we must start with identifying what people think, feel and do now. CUSTOMER THINK/FEEL/ ACT FUTURE • What are the desired attitude and action changes that will result from this? OUR REASON FOR BEING Why should the audience want to engage on this? What is inspiring about it? SUPPORTED BY MESSAGING • What are the 2-3 most compelling points about why they should believe you? BRAND VOICE • What is the tone in terms of language and design that is consistent with your brand and your audience’s attitudes and beliefs? REQUIREMENTS • Anything that someone must know is a mandatory do/don’t. For example, if there is language that cannot be used for regulatory reasons, or other guidance. TIMING AND BUDGET • Speaks for itself - what are your deadlines, any approval processes they need to know. What is the budget? AUDIENCE: Who is the primary audience that will receive this? A clear audience definition will guide the type of language used and the appropriate tone.
  24. 24. 24 THE COMPASS(X) STRATEGY CREATIVE BRIEF OBJECTIVE Develop a content plan to increase purchases of T&N mattresses in the Midwest CUSTOMER THINK/FEEL/ ACT NOW • The goal of marketing communications is to change attitude (thinking and feeling) and behavior. So, we must start with identifying what people think, feel and do now. CUSTOMER THINK/FEEL/ ACT FUTURE • What are the desired attitude and action changes that will result from this? OUR REASON FOR BEING Why should the audience want to engage on this? What is inspiring about it? SUPPORTED BY MESSAGING • What are the 2-3 most compelling points about why they should believe you? BRAND VOICE • What is the tone in terms of language and design that is consistent with your brand and your audience’s attitudes and beliefs? REQUIREMENTS • Anything that someone must know is a mandatory do/don’t. For example, if there is language that cannot be used for regulatory reasons, or other guidance. TIMING AND BUDGET • Speaks for itself - what are your deadlines, any approval processes they need to know. What is the budget? AUDIENCE: Who is the primary audience that will receive this? A clear audience definition will guide the type of language used and the appropriate tone.
  25. 25. 25 THE COMPASS(X) STRATEGY CREATIVE BRIEF OBJECTIVE Develop a content plan to increase purchases of T&N mattresses in the Midwest CUSTOMER THINK/FEEL/ ACT NOW • The goal of marketing communications is to change attitude (thinking and feeling) and behavior. So, we must start with identifying what people think, feel and do now. CUSTOMER THINK/FEEL/ ACT FUTURE • What are the desired attitude and action changes that will result from this? OUR REASON FOR BEING Craftsmanship without the gimmicks • Highest rated mattress in world • Designed and mfg in US • Transparent mfg and pricing • Created by Silicon Valley guys BRAND VOICE • What is the tone in terms of language and design that is consistent with your brand and your audience’s attitudes and beliefs? REQUIREMENTS • Anything that someone must know is a mandatory do/don’t. For example, if there is language that cannot be used for regulatory reasons, or other guidance. TIMING AND BUDGET • Speaks for itself - what are your deadlines, any approval processes they need to know. What is the budget? AUDIENCE: Who is the primary audience that will receive this? A clear audience definition will guide the type of language used and the appropriate tone.
  26. 26. 26 QUESTIONS?
  27. 27. NANCY GOLDSTEIN Chief Strategist (e) nancy@compassxstrategy.com (c) 773-255-4853

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