Content Brief Template for a Digital Marketing Strategy

Using the right content brief template is key to ensure that your digital marketing strategy is effective and productive. These are the benefits of using a well-structured template:

• Lines up with big picture brand goals
• Drives your audience to a valuable action for the client
• Maintains the brand voice your client wants to deliver

Here’s a simple template example for your digital marketing strategy, along with notes on why each component is so important.

Client Overview: A Key First Step In A Digital Marketing Strategy Template

The first two lines of your content marketing strategy template should include:

A Clear Client And Category Overview

You need to know what your client does, and how the brand makes its money. What’s more, you need to know what problem they are trying to solve. This might be lack of exposure or outreach to a new audience.

A Clear Explanation of the Consumer Audience

You need to create a brief profile of your audience. This should come from two main places.

• The audience profile your client has assembled after years of research
• The data and analytics your digital strategies reveal

Once you understand the brand, the category, and the audience, you can continue by crafting a message strategy.

Messaging: The Core Of Any Advertising Strategy

A sound message strategy that resonates with an audience is key to create brand affinity and loyalty. Your message strategy consists of a positioning statement and three to four support points that your brand can claim. Remember that positioning means finding the key differentiating elements of your brand versus the competition.

Brand Voice: One Of The Most Important Decisions You Will Make

Deciding a brand’s voice is an art, not a science. Voice is the character of the brand. Some examples of voice characteristics and descriptions are “sophisticated but down to earth” or “funny and edgy”. If the brand is home insurance for natural disasters, the voice could be “authoritative, controlled and precise”. If your client is a is a weight loss brand, the voice can be “cheerful encouragement”. To take it a step further and deeper, there is a difference between brand voice and brand tone. The tone can change with context and audience. An expert writer knows the difference and the two become part of the content and message strategy.

Types Of Content: Deciding The Best Medium For Your Client

The next part of your brief will require you to decide which medium format and platform is best to deliver the message to the audience:

• Blogs
• Podcasts
• Television
• Radio
• Digital
• Social Media
• Email
• Billboards

Considering Examples Of Previous Advertising Methods: How Can You Improve?

Conduct a content analysis to see what the client or brand has done in past campaigns and if they had positive, neutral or negative results.

Competitors And Placement Choices: Where Does Your Client Belong?

You have to look at the other competitors in your field. Where are they placing their ads? How are they tackling the issues you tackled above? What are the merits and drawbacks of their approach? How can you carve a niche out for your client simply through messaging and branding?

Learn More About Creating Digital Marketing Templates And Content Creation

Grizelle De Los Reyes, Director of the FIU-MAS Creative Track Program by filling out our contact form to learn more.

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