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Content Marketing_Workbook_v2.0 PT2.pdf

Eg colour palette f what imagery should be used f do

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What are the preferred brand guidelines for this content? (e.g. colour palette) f What imagery should be used? f Do you have any examples you can provide that demonstrate your desired output? (provide links) File Specifications f What are the content’s specifications? (i.e. resolution, dimensions, orientation, etc.) f What file type should the content be supplied in? The Content Brief Template is a great one-page summary of the key information for a content brief.
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152 WORKBOOK | © 2018 SOCIAL MEDIA COLLEGE 10118NAT DIPLOMA OF SOCIAL MEDIA MARKETING | CONTENT MARKETING_V2.0 Content Brief Background Content Format Volume of content Purpose and goals Key message Target audience Timing & Distribution First draft due date Final draft due date Publish date Distribution channels Content Details Primary target keywords Secondary target keywords Required content length Preferred title or headlines Preferred captions/phrases Specific information required Links Call-to-action Internal links External links Branding & imagery Brand identity supplied (Y/N) Preferred imagery Imagery examples (links) File specifications Resolution Dimensions Orientation File type Other Comments
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153 WORKBOOK | © 2018 SOCIAL MEDIA COLLEGE 10118NAT DIPLOMA OF SOCIAL MEDIA MARKETING | CONTENT MARKETING_V2.0 Format Specific Content Briefs Depending on the content format, you may need to provide additional information. Below we outline more questions for some common content formats: videos, podcasts, and webinar/live events. Videos Video is a content format that can generate third party shares and easily go viral. However, it is comparatively more complex to create, requiring more resources, equipment and editing. You should discuss your brief at length with the videographer and/or editor, and be prepared to go through several revisions and re-writes before you are completely satisfied with the version. Additional information required for the content brief includes: f Will a script be used for the video? If yes, who will be developing the script? f Have you developed a storyboard? What types of shots do you want to use? f Who features in the video? f Will the video have a voiceover? At what point in the video? f Who will supply the video, images, text, etc.? f What is your preferred video style? (e.g. interview style, documentary, animation, etc.) f What type of equipment will be used? Who will supply it? Podcasts Podcasts are similar to video however only require audio. As such you should answer these additional questions: f Will a script be used for the podcast? If yes, who will be developing the script? f Does the podcast have different sections? If yes, what is each section about? How long is each section? f Who are the speakers in the podcast? f What type of equipment will be used? Who will supply it? f (Where will the podcast be recorded?) f (Pre-recorded or live?) Webinars & Live Events If you are hosting a webinar or live event (e.g. Facebook Live) then careful is planning is required to gain control over the outcome and minimise risks. Unlike other content formats, there is potential for something to go wrong while ‘on air’. Given this, you may require someone to produce the content (e.g. webinar
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