Marketing Campaigns, content, brand, creative and the channel numbers behind them.
Overview
How a campaign becomes content becomes a scheduled post.
Running campaigns
The two altitudes: intent, and the work that delivers it.
- CampaignsHow to run a campaign: stages, budget against spend, channels, and the link back to revenue.
- Content and the CalendarHow individual pieces of work are tracked against a campaign, and how the calendar turns them into a schedule.
- CyclesHow to run marketing in fixed periods with a committed volume of work, and use the retrospective properly.
Making the work
Brand, briefs, creative and the shared library.
- BrandWhere your colours, typography, voice and campaign tones are defined, and what reads them.
- Blueprints and CreativeHow a brief sets up a campaign's content, and how creative work is produced against your brand.
- AssetsThe shared library: tagging, linking to campaigns and content, and keeping it usable as it grows.
- ApprovalsHow work is reviewed inside the organisation and outside it, including review rounds and time-limited external links.
Thinking and measuring
Where ideas start, and what the channels report back.