September 26-29, 2023
Washington, D.C.
September 26-29, 2023
Washington, D.C.
Use the filters to find the speakers and sessions that present solutions to your greatest content marketing challenges and plan your personal CMWorld experience.
Note that rooms do fill up and seating is first come, first serve, so arrive early to sessions that you would like to attend.
At long last: the perfect client brief
Koen Denolf (Strategist - author - keynote speaker, The Fat Lady)
Location: Room 144
Date: Wednesday, September 27
Time: 10:30 am - 11:10 am
Pass Type: All Access Pass, Main Conference Plus, Main Conference, Digital Pass - Get your pass now!
Audience Level: Intermediate
Conference Theme: B2B
Session Type: Session
Track: Content Planning & Operations
Vault Recording: TBD
Audience Level: Intermediate
Too many projects fail because of bad client briefs. This session will help both agencies and clients to see and understand the essentials of a good client brief in content marketing. You will be able to ask the right questions and separate the chaff from the grain in terms of what will benefit and harm a project.
Both clients and agencies seem to think that as much information they get, the wiser they get and the better the result will be. Unfortunately, this is seldom the case. These are some of the levers I will dive into to make you better prepared for your next briefing:
Takeaway
- Select only KPI's you can influence with content marketing.
- Convince your client that reducing their client to a mixture of 'the Jester' and 'the magician' in Jung's archetypes, is pointless.
- 90% of the information you get is redundant; select the information you NEED and get rid of the rest.
- Communication is key, keep talking till you both, as a client and agency' are on the same level.