Chapter 2: Creation
The creation chapter of your playbook details the types of content you’ll create, how the assets are created, and whose responsibility it all is. Take a B2B software firm, for instance. If the head of marketing has decided that they’re targeting CTOs via email, this chapter will explain the assets needed (landing pages, emails, blog posts), the parameters for creating them (style guidelines, design guidelines, copyediting, approval), and who will be held accountable (the content manager, of course).
This chapter includes your:
Chapter 3: Distribution
The distribution chapter details all the ways you’ll share your content, or make it available to be found. That includes promotion for ongoing programs, such as a newsletter, and checklists for promoting one-off assets, such as a blog posts.
Common channels include:
Don’t yet have an audience? Lean on your friends and partners. Cross-promote your content on each others’ sites to build both audiences.
Chapter 4: Measurement
The measurement chapter details your process for tracking the success of each asset and campaign. For your website, Google Analytics is a good start, but views aren’t worth much unless you’re selling ads. You’ll likely need a marketing automation system such as Marketo, Hubspot, or similar to track visitors as individuals. Marketing automation data can tell you which assets or campaigns influenced purchases, and definitively answer questions such as, “Is our time better spent on email or social media?” or “Was this e-book worth the $10,000 it cost to create?”
Develop hypotheses and run experiments to see what changes produce better results. For example, do email subject lines that end in an emoji get more opens? Do landing pages with statistics earn more form-fills? No two audiences are the same and reading what’s worked for others is never as good as finding it out for yourself.
This chapter includes your:
Marketing playbook examples
Here are a few scenarios where it makes sense for a marketing team to invest in a marketing playbook:
A B2B data startup launches a blog
The marketing team notices prospects often reference their competitor’s blog, and decides to launch their own. But where to begin? The marketing team crafts a playbook and through that process, learns that their goal is to drive leads, that their audience prefers short-form content, and that the desired action is a form fill. Their playbook includes an editorial calendar for how often they’ll post, guidelines for how to write, review, and promote articles, and a style guide so new contributors can quickly be productive.
A new marketing leader unites her teams
The new head of marketing at an e-commerce giant has been hired to reinvigorate a leaderless marketing organization. The product, demand-gen, and customer marketing teams each defend their fiefdoms and resist working together. The new leader commissions a marketing playbook to reset everyone’s goals and expectations, and to provide a quick-reference guide so they know how to act on her new initiatives.
A startup skips years of painful trial and error
A cryptocurrency startup just closed their Series A and the marketing leader lacks a team. Before investing in headcount or technology, they create a playbook which forces them to define their desired audience, content, channels, and so on make smart decisions about what they insource and outsource.
Need a playbook?
1. The Content Marketing Institute