It takes a lot of planning to be this spontaneous… by Nichola Stott | SemDays 2015
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Transcript of It takes a lot of planning to be this spontaneous… by Nichola Stott | SemDays 2015
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Content MarketingIT TAKES A LOT OF PLANNINGto be this spontaneous…@NicholaStott
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Planning
Successful Content
Brief
Pitch
Define Measures
Creative Brief
Execute
Concept
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PITCH LIKE AN AD AGENCY
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Brief Like The Military
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WIN Like A BOSS
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A GOOD BRIEF
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MAKE YOU MORE
AMAZING
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Six “Sticky” TRAITS1.Simple
2.Unexpected3.Concrete4.Credible5.Emotional6.Stories
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No plan survives contact with the enemy…
Colonel Tom Kolditz: Head of Behavioural Science, West
Point
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Durex Poll…
which city is most in need of protection?
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Commanders Intent
• Plain talk• top of order•Specifies goal• end-state
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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.
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Commanders Intent
Grow audience and reputation by sharing knowledge and tools.
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WhatWe make… we sell… we do… we service… we structure… we design…
HowUSPs, specialisation, design-at-centre, invest in people, outsource production…
Traditional Marketing
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People don’t buy what you do;
people buy why you do it.
Start with why
Simon Sinek, Leadership Expert https://www.startwithwhy.com/
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A Good Brief?•A consultative process•Budget•Main campaign intent •Who/Why•Documented•Signed/accepted
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Winning the pitch1.Organised2.Audience3.Solve Problem4.Price Properly5.Practise6.Great Presentations7.Follow-Up8.Feedback
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WIN Like A BOSS
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MEASURE
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What Does Success Look Like?
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Social Commun
ities
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Social Communities•Connections•Shares• Interactions•Applause(like, favourite, list)•Content insight
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Rival IQ
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Rival IQ
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Visibility
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“Either write something worth reading or do something worth writing about” – Benjamin Franklin
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SearchMetrics
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Links
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LinksNumber and quality
•Referral traffic•Contributes to improved rankings•Content insight
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Majestic
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Traffic
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Traffic
•Absolute numbers•% YoY growth•Content page landings•Social media channels•Other referrals
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Traffic
Behaviour Flow
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FULL Creative Brief
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“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
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Intangibles
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Brand Guidelines
•Use of marks•Position and proximity•Reference to brand•Differences per publishing platform?
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Brand Guidelines
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Tone of Voice
Personality, Pitch, Age-Appropriate,
Slang, Abbreviations
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Tone of Voice: Resources
Distilled Tone of Voice Guide: https://www.distilled.net/tone-of-voice/
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Tone of Voice: Resources
Guardian & Observer Editorial Style Guide:http://www.theguardian.com/guardian-observer-style-guide-a
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Editorial Calendar
Ready deadline,
publish deadline,
publish platform
Share Team/client
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STORY SO FAR…
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Covered…•GOOD SALES BRIEF•Pitch To WIN•Define & Agree SUCCESS CRITERIA•Creative Brief, ToV, Brand & Editorial
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Now for the real work
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Execute
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MAKE HUMAN CONNECTIONS
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resonate emotionally,
passionately or intellectually…
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To date, Facebook have raised more money for Nepal than the governments of the United States and United Kingdom put together.
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30 Million USD…
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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