Complete Content Brief - Business Philosophy, Digital Operations, & Entrepreneurial Strategy

<table> <tr> <td>LEAD </td> <td> </td> </tr> <tr> <td>Account Brief </td> <td> </td> </tr> <tr> <td>Topic </td> <td> </td> </tr> <tr> <td>Purpose </td> <td> </td> </tr> <tr> <td>How will this content be different from all the others on the topic? What is the unique angle? </td> <td> </td> </tr> <tr> <td>Length </td> <td> </td> </tr> <tr> <td>URL </td> <td> </td> </tr> <tr> <td>Call To Action </td> <td> </td> </tr> <tr> <td>Persona </td> <td> </td> </tr> <tr> <td>Meta Description <ol> <li>What’s in for the reader? <li>What is the end result we are seeking to create for the reader? <li>Short teaser to your content people will see below your headline on Google. I like to use a truncated teaser, which means you end the last sentence on a cliffhanger with an ellipsis (...) so people want to click. </li> </ol> </td> <td> </td> </tr> <tr> <td>Subject Matter Expert (SME) <ol> <li>What experience or innovation does the expert have in this topic? <li>Have they spoken/written about this before? </li> </ol> </td> <td> </td> </tr> <tr> <td>Audience </td> <td> </td> </tr> <tr> <td>Publishing Channel & Format </td> <td> </td> </tr> <tr> <td>Tone \ Formal? Casual? Argumentative? Descriptive? If it’s easier just include a link to previous content that highlights this </td> <td> </td> </tr> <tr> <td>Example style / content for us to draw inspiration from </td> <td> </td> </tr> <tr> <td>Research links </td> <td> </td> </tr> <tr> <td>Primary SEO keywords to include </td> <td> </td> </tr> <tr> <td>Secondary SEO Keywords </td> <td> </td> </tr> <tr> <td>SEO Headings to Include (SEO should add these into the outline) </td> <td> </td> </tr> <tr> <td>Potential Headlines? Longer (12+ words) and more descriptive are better. </td> <td> </td> </tr> <tr> <td>What Sort Of Promotion Will Be Involved? (SEO Only/Outreach/Ads) </td> <td>Link To Briefs Here. </td> </tr> <tr> <td>Any other comments? </td> <td> </td> </tr> </table> Outline SHOULD INCLUDE ALT TAGS for Images ### Email Promoting Article To Audience: 1. First line tells the story behind the content. 2. Then three bullet points sell the benefits of reading the content (No more than three bullets so it's not overwhelming for the reader). 3. The third, fourth and fifth line tell more of the story behind the content. 4. 6th Line link to the live post. 5. The seventh line asks people to leave a comment (most will not do this, but it's good to ask for engagement). 1. Swap out engagement as needed 6. The last line is a goofy nickname, handle, PS, or otherwise personality infused authentic marker ### At Least 15 Potential Headlines: 1. 1. 1. 2. 3. 4. [ 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. #### Sample Headline Types From Nicolas Cole ![[Photos/Pasted image 20210314085510.png]] ![[Photos/Pasted image 20210329115922.png]] 3. Intro: 7. Hook 8. What’s in it for the reader? 9. What specifically are we discussing today? 4. (H2) Overarching Concept/Point 1 10. (H3) Specific Subpoint 1 WITH GRAPHIC, LIST, OR IMAGES 2. Example/backup A 3. Example/backup B 4. Example/backup C 11. Specific Subpoint 2 WITH GRAPHIC, LIST, OR IMAGES 5. Example/backup A 6. Example/backup B 7. Example/backup C 5. Overarching Concept/Point 2 12. Specific Subpoint 1 WITH GRAPHIC, LIST, OR IMAGES 8. Example/backup A 9. Example/backup B 10. Example/backup C 13. Specific Subpoint 2 WITH GRAPHIC, LIST, OR IMAGES 11. Example/backup A 12. Example/backup B 13. Example/backup C 6. CALL TO ACTION 7. Overarching Concept/Point 3 14. Specific Subpoint 1 WITH GRAPHIC, LIST, OR IMAGES 14. Example/backup A 15. Example/backup B 16. Example/backup C 15. Specific Subpoint 2 WITH GRAPHIC, LIST, OR IMAGES 17. Example/backup A 18. Example/backup B 19. Example/backup C 8. Overarching Concept/Point 4 16. Specific Subpoint 1 WITH GRAPHIC, LIST, OR IMAGES 20. Example/backup A 21. Example/backup B 22. Example/backup C 17. Specific Subpoint 2 WITH GRAPHIC, LIST, OR IMAGES 23. Example/backup A 24. Example/backup B 25. Example/backup C 9. Overarching Concept/Point 5 18. Specific Subpoint 1 WITH GRAPHIC, LIST, OR IMAGES 26. Example/backup A 27. Example/backup B 28. Example/backup C 19. Specific Subpoint 2 WITH GRAPHIC, LIST, OR IMAGES 29. Example/backup A 30. Example/backup B 31. Example/backup C 10. CALL TO ACTION 11. Overarching Concept/Point 6 20. Specific Subpoint 1 WITH GRAPHIC, LIST, OR IMAGES 32. Example/backup A 33. Example/backup B 34. Example/backup C 21. Specific Subpoint 2 WITH GRAPHIC, LIST, OR IMAGES 35. Example/backup A 36. Example/backup B 37. Example/backup C 12. Overarching Concept/Point 7 22. Specific Subpoint 1 WITH GRAPHIC, LIST, OR IMAGES 38. Example/backup A 39. Example/backup B 40. Example/backup C 23. Specific Subpoint 2 WITH GRAPHIC, LIST, OR IMAGES 41. Example/backup A 42. Example/backup B 43. Example/backup C 13. CALL TO ACTION 14. Overarching Concept/Point 8 24. Specific Subpoint 1 WITH GRAPHIC, LIST, OR IMAGES 44. Example/backup A 45. Example/backup B 46. Example/backup C 25. Specific Subpoint 2 WITH GRAPHIC, LIST, OR IMAGES 47. Example/backup A 48. Example/backup B 49. Example/backup C 15. Overarching Concept/Point 9 26. Specific Subpoint 1 WITH GRAPHIC, LIST, OR IMAGES 50. Example/backup A 51. Example/backup B 52. Example/backup C 27. Specific Subpoint 2 WITH GRAPHIC, LIST, OR IMAGES 53. Example/backup A 54. Example/backup B 55. Example/backup C 16. Overarching Concept/Point 10 28. Specific Subpoint 1 WITH GRAPHIC, LIST, OR IMAGES 56. Example/backup A 57. Example/backup B 58. Example/backup C 29. Specific Subpoint 2 WITH GRAPHIC, LIST, OR IMAGES 59. Example/backup A 60. Example/backup B 61. Example/backup C 17. Conclusion 30. What one thing from his article will make the reader better? 31. CALL TO ACTION ## Follow These Tips If You Want Your Written Content Approved ### One Page Checklist Checklist before writing: 1. Am I writing about data that is proprietary to my company? If not, am I discussing an industry or a person that I have information about because of my company’s knowledge? 2. Who are journalists I can contact about this piece? 3. What will my pitch to journalists say? 4. What channel (“supernode”) will this piece spread on? A subreddit? Hacker News? Digg? A particular forum? 5. What would someone say about it in Tweet form? Why would someone share it, and what specifically would they say? Checklist during writing: 1. Does the introduction/hook compel the reader to read the rest of the article? 2. Does the conclusion tell the reader the one takeaway they should get from the article and prime him or her to share it? 3. Can you read just the topic sentences of the body of the article and still understand it? 4. Could any phrases or wording possibly be misinterpreted to make you look bad, rude, arrogant, idiotic, and/or offensive? If there is a remote possibility of this, change it. 5. Do you make any statements without proving them, or are there any gaps in your logic? Fix them. 6. Is everything 100% correct and verifiable? Would you stake your job on it? 7. Is the information you produced something that journalists will find valuable and people will find shareable? Then you have a good piece of content. Checklist after writing: 1. Are there no major concerns on Grammarly? 2. Has it been submitted for review? Did you tag your lead? ### Rules you should follow if you want your content to be EPIC: 1- Write one section at a time. The first sentence should get people to read the second. And the second sentence should get people to read the third, and so on. 2- Break up your content with multimedia: images/video/audio. People get bored reading paragraphs and paragraphs of text. 3- Make it actionable. Don't write fluff. Keep your sentences short, simple and to-the-point. Use the Hemingway Editor to check your writing is at an English 6th grade level. 4- Use simple explanations. Even if someone might have heard what you’ve written before, always try to simplify and make it easier to understand. People are more likely to take action from what you write and therefore want to learn more about what you do if you can make complex concepts sound simple. 5- Treat links like valuable currency. When linking out, make sure you're linking to the original source (not someone who's referenced someone else's post on that topic). Also check to make sure you're not linking to content that is 2+ years old. NOTE: If you're using this template to try and rank #1 on Google you MUST use the SERP to inform the exact structure of your content. For example if you see Google use a SERP feature for images near the top of your target topic, that means Google is favoring posts with images (so you should use them). Study the Google SERP meticulously for your topic if you want to rank. ### Intros Keep your intro short, sweet, and to-the-point so you hook your reader into reading your FULL post. Here I'm using the TRP intro formula. It consists of three elements: Teaser. (line one) Result. (line two) Proof. (line three) You can follow my example or use one of the other intro formulas from the course. CDS C: CALL-OUT THE CUSTOMER D: DESCRIBE THE CUSTOMER S: SHOW PROOF YOU UNDERSTAND THE CUSTOMER RPT R: RESULT P: PROOF T: TEASER YEP Y: YES QUESTION E: ENTERTAINING IMAGE P: PREVIEW