Marketing Playbook 101

WHAT IS A MARKETING PLAYBOOK? W Very simply, a marketing playbook is where your team's strategies and outputs should be kept for quick, on-demand access.

- Amit Tiwari

When there is a marketing playbook, team members may develop content or start a new interaction without reinventing the wheel. This document is a helpful reference guide that should be shared with both internal teams and creative agency partners as a way to ensure that all stakeholders - within your organisation and outside of it-are producing content that fits the company's overall vision.

And the playbook isn't just for the content stakeholders to consult. Everyone with access to the playbook, will realise where they fit into the marketing picture, improving meaningful contributions across teams. The marketing playbook thus provides a complete map of how your organisation markets itself, and focuses primarily on deployable strategies and deliverables that can be created at a moment's notice.

WHY HAVE A MARKETING PLAYBOOK?

Marketing today is so sophisticated and dynamic that it's easy for deliverables to fall short of their mark, if there's no overarching plan. A trustworthy, all-inclusive and updated marketing playbook can ensure that even the most complex content strategies come together, regardless of overall campaigns or channel-specific activities. Advantages of a marketing playbook are as follows:

• It provides communication planning guidelines, drives consistency across markets and enables the sharing of best practices.

• A playbook records and shares insights (e.g., web analytics, econometric modelling) and applies them across markets, products, and/or services.

• It saves diverse teams the time involved in initial planning and conserves the energy and resources that go into implementation.

WHAT GOES INTO A MARKETING PLAYBOOK?