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The practical marketing publication

Good marketing starts
with a clearer brief.

Less guesswork. More purpose.
Connect the content you make to the people it should help.

Find your starting point ↗
AudienceMessageDistributionLearning

Ideas need a plan.
Plans need a reason.

Follow the work from the first question to the final review. These reading routes put the decision before the tactic.

01

Content strategy

Give every piece a job.

Before choosing a format, write down the reader, the question and the next useful step. A content plan becomes easier to review when each item has a clear purpose.

Read the content strategy guide ↗
Colleagues planning ideas at a whiteboard
02

Search & discovery

Help the right people find it.

Think about the questions people bring to search, then make the answer understandable and easy to navigate. Useful structure and accurate information are a better starting point than a promise of a particular ranking.

Read the search & discovery guide ↗
The question to ask

What did the reader come to find?

03

Campaign planning

Connect the message to the moment.

A campaign needs a specific audience, an offer or idea worth noticing, and a realistic distribution plan. Keep the message consistent while adapting the execution to each channel.

Read the campaign planning guide ↗
The question to ask

What connects the message and the channel?

04

Measurement

Know what a number can tell you.

Metrics are useful when their definitions are clear. A visit, a lead and a sale represent different stages, and a change in one does not automatically explain a change in another.

Read the measurement guide ↗
The question to ask

What changed, and what can explain it?

Marketing documents being reviewed at a round table
A repeatable review

Before the next
campaign goes live.

  1. ClarifyWho is this for, and what should it help them do?
  2. CheckWhat supports the message and its claims?
  3. LearnWhat will you compare after publication?
From the reading desk

The latest briefs

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