This magic word is brief and it has the power to give your content marketing the killer edge to snub your competition. On the other hand, the lack of a brief can produce bland lifeless content that does nothing for your brand image or business goals.
When it comes to completing marketing assets, especially content for your business, the richer the brief the better. However, there is a difference between a marketing brief and a content marketing brief.
|Broad Marketing Brief||Content Marketing Brief|
|Where your business is at now||Measurable campaign goal|
|Overall broad business goal||Tone of voice and style of imagery|
|Measureable quarterly business goal||Platforms you are currently on|
|Quarterly budget for non-inbound marketing campaigns (if applicable)||Individual campaign budget|
|Target audience and demographics||Specific information on all products offered|
Your marketing team will be able to turn your broad business goals into measurable goals based on your website analytics and your initial brief.
From you (as the business owner) your goals will sound something like this:
From here, your marketing team will be able to determine exactly what numerical goals can be targeted, such as:
And voila! Your broad marketing goals are now defined. Now it’s up to your content marketing team to determine specific campaign goals to be used internally such as:
All of these will work towards your broader marketing goal and propel your business in an upward direction.
Before you think about letting your marketing team do their thing without a brief from you, keep in mind the following benefits to a high quality brief:
All in all, your brief is one of the most powerful tools to your marketing team which can help them produce more effective campaigns and hit your goals out of the park.