Nichola Stott With 20 years’ experience in digital communications, Nichola’s agency won multiple awards at the UK Search Awards.

1. Content Marketing
IT TAKES A LOT OF
PLANNING
to be this spontaneous…
@NicholaStott

5. Planning
Successful
Content
Brief
Pitch
Define Measures
Creative Brief
Execute
Concept

6. PITCH LIKE AN

7. Brief Like The

8. WIN Like A

9. A GOOD BRIEF

10. MAKE YOU

11. Six “Sticky” TRAITS
1.Simple
2.Unexpected
3.Concrete
4.Credible
5.Emotional
6.Stories

12. No plan
survives
contact with
the enemy…
ColonelTom Kolditz:
Head of Behavioural Science,West Point

13. Durex Poll…
which city is most in need of
protection?

15. Commanders Intent
• Plain talk
• top of order
• Specifies goal
• end-state

16. JoePulizzi,Content Marketing Institute
Author: EpicContent Marketing
Seems obvious, but
most marketers have
no mission statement
or core strategy
behind the content
they develop.

17. Commanders
Intent
Grow audience and
reputation by sharing
knowledge and tools.

18. 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

19. People don’t buy
what you do; people
buy why you do it.
Start with why
Simon Sinek, Leadership Expert https://www.startwithwhy.com/

20. A Good Brief?
• A consultative process
• Budget
• Main campaign intent
• Who/Why
• Documented
• Signed/accepted

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

22. WIN Like A

23. MEASURE

24. What Does Success Look
Like?

25. Social
Communit
ies

26. Social Communities
• Connections
• Shares
• Interactions
• Applause(like,
favourite, list)
• Content insight

27. Rival IQ

28. Rival IQ

29. Visibility

30. “Either write
something worth
reading or do
something worth
writing about” –
Benjamin Franklin

31. SearchMetrics

32. Links

33. Links
Number and quality
• Referral traffic
• Contributes to improved
rankings
• Content insight

34. Majestic

36. Traffic

37. Traffic
• Absolute numbers
• % YoY growth
• Content page
landings
• Social media
channels
• Other referrals

38. Traffic
Behaviour Flow

39. FULL Creative Brief

40. “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

41. Intangibles

42. Brand Guidelines
• Use of marks
• Position and proximity
• Reference to brand
• Differences per
publishing platform?

43. Brand Guidelines

44. Tone of Voice
Personality, Pitch,
Age-Appropriate,
Slang, Abbreviations

45. Tone of Voice:
Resources
Distilled Toneof Voice Guide:
https://www.distilled.net/tone-of-voice/

46. Tone of Voice:
Resources
Guardian &Observer Editorial Style Guide:
http://www.theguardian.com/guardian-observer-style-guide-a

47. Editorial Calendar
Ready deadline,
publish deadline,
publish platform
Share
Team/client

49. STORY
SO FAR…

50. Covered…
•GOOD SALES BRIEF
•Pitch To WIN
•Define & Agree SUCCESS
CRITERIA
• Creative Brief, ToV, Brand &
Editorial

51. Now for the real
work

52. Execute

53. MAKE HUMAN

54. resonate
emotionally,
passionately or
intellectually…

55. To date, Facebook have raised
more money for Nepal than
the governments of the
United States and United
Kingdom put together.

56. 30 Million USD…

57. 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 Creative Brief
Romanian Army Image: Flickr user Nicubunu