So, you’re just about to launch your integrated campaign– you’ve optimized it for the right channels and keywords, you’re using a wide range of tactics, and you’ve conducted the research to nail down the right target audience. But you might be overlooking an important part – a documented strategy in the form of a marketing playbook. Only 16% of companies have a fully documented strategy, while 45% have some of their strategy documented. While you might be thinking strategically about your campaign, without a clearly documented strategy, your campaign can easily go awry. At Pace Creative, we are all for documenting strategies and putting together playbooks.
Clients might not see the immediate ROI of a playbook – why would you pay to put together a marketing playbook if there is no clear added value?
Many of our clients are visionary and want to leave a legacy, and the playbook’s ability to standardize workflows and increase the consistency of content output helps them do just that. Not to mention marketing leaders that have a documented strategy, such as a playbook, are 397% more likely to meet KPIs (Key Performance Indicators) and success measures.
But before we explain why a playbook matters and why leaders see it as a positive marketing investment, we first need to understand what a playbook is and what it includes.
What’s a Marketing Playbook?
A playbook is a document used to outline your strategy for campaigns or initiatives and may include the following information:
- Outline and align business goals for all team members or departments involved;
- Outline key messages and roles for all involved; and
- Set a quality standard for content to ensure it remains consistent.
At Pace Creative, playbooks are part of our standard project process, and we use them as a kind of blueprint for all KPI-driven communication and marketing related projects, campaigns, and strategies.
What to include
Depending on what you want to achieve with your campaign, you might include the following in your marketing playbook:
- Campaign overview: Include the purpose and phases of the campaign for all teams and departments involved in the campaign. This is especially important if the team was not involved in the conception of the campaign.
- Goals and key messages: Everyone working with or on a campaign needs to understand and share the goals.
- Relevant assets: Outline campaign asset types by channel and give an overview of how they align with the customer journey.
- Responsibilities and roles: Include instructions, direction, and role definition for various team members and departments.
- Established playbook champion: Identify who will lead the campaign after launch and provide support to other departments as needed.
- Standard process and workflow: Outline standard procedures and processes to minimize miscommunication.
Use a content marketing playbook to get all stakeholders from different departments on board with the different assets, the integration of the assets within the campaign, and how the assets align with the content marketing strategy.
Why Your Marketing Playbook matters
Simply put, if all stakeholders involved in a campaign or initiative are not clear on the strategy behind it, things can go wrong very quickly. Team members need to be clear on roles, responsibilities, overall key messages, and overall processes and workflows. Marketing playbooks include information on these details and can facilitate collaboration. Your content marketing playbook will also resolve conflicting goals and perspectives that can cause a lack of alignment on messaging or priorities between teams.
Here are 7 key reasons why marketing leaders should invest in a marketing playbook:
- Avoid inconsistent output: With guidelines for content, you can make sure each piece of content is achieving the same standards.
- Clarity: All team members will be clear on the vision, business goals, and expectations for the campaign regardless of their background, knowledge, or expertise. Role clarity is improved through outlining roles and responsibilities for individuals.
- Define processes and workflows: Document all processes and update them after each campaign to ensure consistency.
- Maintain focus: Clearly outline project workflow and KPIs, and make sure new value-add ideas are in line with the campaign by vetting them with the playbook.
- Measure success accurately: Record the KPIs and success measures for your content marketing and compare results during and after campaigns and document this information to use it to optimize future campaigns and improve success.
- Prolong legacy: Legacy stems from learning throughout projects that can be transferred to future campaigns. Document what you learn as you meet KPIs and optimize initiatives to set a standard for future campaigns.
- Team flexibility: Role clarity allows for flexibility between team members and overall teams to accommodate schedules and workloads.
We created a playbook for a product launch campaign for Aggreko – it helped define key messaging for the sales team, improved collaboration between marketing, sales, and other teams, and helped Aggreko close sales more efficiently and effectively. In addition, the playbook was used to repurpose and localize the campaign in new markets.
Embrace The Content Marketing Playbook
Whether your campaign is based around written content, visual content, or even leading edge technology like virtual reality, a marketing playbook will help your campaigns run smoother and increase your success in meeting specific business goals.
Your marketing playbook will help produce higher quality content and maintain a consistent standard throughout all campaigns and assets created.
At Pace Creative, we’re the experts in developing concept driven and strategic playbooks to meet your business goals and optimize your ROI – we’d love to help you put a playbook into action. Feel free to reach out and contact us!