"The most difficult and complicated part of the writing process is the beginning."
Why Your Content Needs a Plan
5,700,000 Google searches are conducted each minute in 2021. What hope does a single piece of content from you have of standing out?
Great content takes a great deal of time, effort and cost to produce. But great content is read more often, and your ROI increases ever time someone reads it.
The information you need to develop your Creative Brief is found in your Marketing Plan. Here are the basic requirements for developing a Creative Brief that will result in high-quality content.
The 4 Parts of a Creative Brief
A Creative or Content Brief is a summary of how you plan to use each piece of content. Here are the four essential parts:
Buyer’s Journey Strategy
1. Your Distribution Strategy
Your distribution strategy determines where your content will be read, seen or heard. Channels are where your target audience can be already found. The ones you choose will influence who your audience is and how your content will be perceived. Some of the most useful channels for marketing are social media sites. But there are other good channels that should not be ignored, like associations.
Are you using the most effective channels for reaching your buyers?
Are you sharing content that is appropriate for each channel?
Will your content be able to stand out from other content in a given channel?
2. Your Audience Strategy
Your audience strategy determines how you uncover the changing needs of your audience. Also, what information should you include in your content? Should you be focusing on your audiences' problems, or how they'll benefit from the unique features of your product or service?
Who specifically is your target audience?
What questions are your prospects asking that your content can answer?
What stage in the buying process is the recipient of your content at?
What are their goals and motivations?
How will you gather any needed research on your target audience?
3. Your Buyer's Journey Strategy
Your content strategy determines the role of your content in your overall marketing and sales process. Each piece of content must play its unique role to make a successful outcome possible. The three fundamental jobs to be done to create awareness, educate, and persuade.
What job must your piece of content do within the overall framework of your marketing strategy? Build authority, increase awareness, educate, or persuade?
How does the piece of copy or content serve your sales process? Market research, demand generation, lead generation, lead nurturing, lead conversion, or customer service?
How does this piece of content link to the next step in the prospect's buyers journey?
4. Your Results Strategy
Your results strategy determines what you want your audience to think, feel, and/or do after consuming a piece of your content. Should they start analyzing their priorities? Should they feel a sense of urgency to solve their problem? Should they be motivated to download a free report to learn more?
What do you want the reader to think after reading the content?
What do you want the reader to feel after reading the content?
What do you want the reader to do after viewing the content?
Take the Next Step...
Learn how to spend less on marketing by creating higher quality content. Click here.