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

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
I’VE MADE A TERRIBLE MISTAKE.

3. 3

4. WHAT WAS WRONG WITH THAT AD?
4
SO MANY THINGS…….

5. OTHER (HILARIOUS) EXAMPLES
5
FROM THE INTERNET….SO I AM SURE THEY ARE REAL
Source: whatthefuckismybrief.com

6. 6
THIS WILL END BADLY.

7. 7
I’M SERIOUS.
PAY ATTENTION.

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. WHERE CAN YOU USE A CREATIVE BRIEF?
9
Topics for blog posts
Websites
Events
New products and services

10. THE CREATIVE BRIEF IS ONLY MIRACULOUS
IF YOU USE IT
10
Before Creative Begins When Evaluating Creative

11. ANATOMY OF THE CREATIVE BRIEF
11

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
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. 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. 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
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. 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
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. 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. WHAT IF I CAN’T ANSWER A SECTION?
20

21. LET’S DO THIS!
21

22. 22
Craftsmanship without the gimmicks.

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
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
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
QUESTIONS?

27. NANCY GOLDSTEIN
Chief Strategist
(e) nancy@compassxstrategy.com
(c) 773-255-4853