Better content briefs start with the situations that drive people to search, then use keywords to support the journey, not define it. By Amanda King Published on August 26, 2026 Keyword research can help you understand what people search for, but it doesn’t tell you why they’re searching or what they will need next. … Continue reading Build content briefs around people, not keywords
Creative briefs have been a staple of marketing departments since the 1960s. Is it time to reexamine this relic in light of our current ways of working? Melissa Reeve on May 21, 2024 David Ogilvy famously said, “Give me the freedom of a tight brief.” The sentiment is that the best creative outcomes come … Continue reading From creative briefs to conversations: The key to better marketing alignment
Can data and technology add some clarity to the process? Chris Wood on October 19, 2021 This week’s Marketoonist pokes fun at the many approaches marketers and their agency counterparts take in coming up with a creative game plan. Fishburne’s take: “Having been on both sides of the table, I think the quality of the … Continue reading Creative briefs: Marketoon of the Week
Elizabeth Williams — January 30, 2018 Follow @bizmkter — January 30, 2018 Last week we looked at the ruinous effects of the Bullshit Industrial Complex (BIC) on the original and authentic thought leadership produced by well-meaning people and good brands. This week, I’d like to talk about the value of our inside voices in building … Continue reading Boxers or Briefs: Why Thought Leadership is an Inside Job
