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How to use this planner
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1 - Reference our Best In Class Folder and Look for Pitches
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2 - Goal is to help you formulate opportunity as a function of risk and effort to attain marketing goals
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Content Success Factors
Definition
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Revenue DrivingWill this content / asset drive DIRECT/Assisted conversions & micro-conversions (newsletter signup)
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0 = no likelihood of driving conversions
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1 = should contribute conversions/assists
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2 = should break even on the cost of the campaign in 12+ Months
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3 = will get a 2x investment
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Brand AlignmentHow does this content / asset align with other brand efforts? 0 = its off brand (and that is OK) 3 = This is so on brand that the marketing team is putting $$ behind promoting it.
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0 = off brand, nothing else on their site is like it
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1 = 1-2 other assets on the site are like this
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2 = 1-2 other assets on the site are like this and get support from multiple channels
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3 = 3+ Assets on the site like this already, and they get support form othetr channels (PPC/Social)
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Multi Year ValueWhat is the shelf life of this content, will it help people for years, or is it a spiky one time event? , ,
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0 = not releveant within 3 months of launch
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1 = not relevant 3-6 months after launch or needs an upate afterwards to remain relevant
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2 = relevant for 12 months or longer w/o updates for queries with low/medium search volume
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3 = Answers a question people have had (trends) for years, could rank well and help people for years
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PR/ Blogger/ Journo InterestWhen reviewing other similar assets, you see that "amplifiers" have been highly likely to share / write about it.
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0 = I don't have a great example of this idea working in another industry, we're breaking ground.
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1 = 1 asset that have gotten 5-10 influencers to re-share / cover the piece (where site is similar to ours)
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2 = 2 assets that have gotten 5-10 influencers to re-share / cover the piece (where site is similar to ours)
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3 = 3 assets that have gotten 10+ influencers to re-share/ cover the piece (where site is similar to ours)
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Pivot Plan StrengthIf it fails, how easy it is to execute plan B?
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0 = I don't have a plan B
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1 = unsure, I have a plan B and its been approved by content team
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2 = moderate (will require additional investment)
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3 = I have a plan B & C, both are probven to work in a worse case scenario
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Execution CostHow expensive is this to launch in terms of hard costs (asset building) and soft costs (time) relative to other digital assets the client has launched?
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0 = VERY expensive, its an "all in, scorched earth strategy, this is the most expsneive piece of content they will create this year
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1 = Expensive, its one of their most expensive pieces of content this year (requires a lot of convincing)
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2 = They've done at least 5 other assets that cost more than this, this year (Requires little convincing)
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3 = They have fone 10 or more content pieces like this this yeat (requires no convincing as long as it makes sense for the brand.
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PPC/Email/ PR/Social supportAre the other teams going to throw time and/or budget at helping this to be successful multi-channel?
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0 = Nope
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1 = We have to convince
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2 = they are OK helping, but with minimal time
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3 = They are eager to help, and will make the time
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External team requiredAre there non-marketing teams, dev, execs, etc that could roadblock this?
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0 = several people could roadblock this, and have in the past
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1 = there is 1 person who could, and has in the past, and I have no relationship with them
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2 = there is someone who could and has in the past, I have a strong relationship w/ them, they will listen to me
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3 = no, my POC has all the ability & authority to push this forward with no other buy in,
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Proven to Work (Risk)0=yup its risky, we won't be able to pitch an asset this big again if this one doesn't work. 3 = low risk, I'd bet 1/2 my paycheck this will hit the client goals.
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Execution RiskHow confident are you in all the players at the table (Seer, Partners, Client Team, etc) ability to launch on time? 0=low confidnece, , 3=I'd bet half my paycheck on it.
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Competior risk of hving already done it.
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