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Lead Magnet Briefing Process

System: 02 Marketing <-> 05 Content EngineContent Engine System 5 of the operational model; the 'Central Nervous System' responsible for transforming raw information into standardized, modular assets for use in courses, marketing, and support.
Trigger: Marketing determines a need for a new lead magnet (eBook, Checklist, Webinar).
Owner: Marketing Lead

1. The "Why"​

Content is expensive to produce. We do not build "random" assets. Every asset must have a clear "Job to Be Done" in the funnel.

2. The Briefing Workflow (Step-by-Step)​

Step 1: Marketing Submits Brief​

  • Tool: Microsoft PlannerPlanner Microsoft Planner, a visual task management tool used to track tasks, issues, and project progress. (Content Board) / Microsoft Forms
  • Action: Create a new card in the "Incoming Requests" bucket.
  • Required Data (The "Brief"):
    • Topic: (e.g., "Remote Work Security Checklist")
    • Target Persona: (e.g., "IT Managers at SMBs")
    • Funnel Stage: (Top of Funnel - Awareness)
    • Key Takeaway: (What is the one thing the user learns?)
    • Format: (PDF, Video, Quiz)
    • Distribution: (LinkedIn, Email Blast, Paid Ads)

Step 2: Content Strategy Review (Approval)​

  • Owner: Content Lead
  • Action: Review the PlannerPlanner Microsoft Planner, a visual task management tool used to track tasks, issues, and project progress. card.
  • Checklist:
    • Does this align with our Brand Voice?
    • Do we already have content we can repurpose?
    • Is the deadline realistic?
  • Decision: Move to "Approved" bucket or "Rejected" (with comments).

Step 3: Production​

  • Owner: Content Creator
  • Action:
    1. Create a folder in SharePoint: /Marketing/Campaigns/[Year]/[Campaign_Name].
    2. Draft content using TMPL-05-Content-Draft (Word).
    3. Submit for Review via PlannerPlanner Microsoft Planner, a visual task management tool used to track tasks, issues, and project progress..

Step 4: Design & Polish​

  • Owner: Designer (or Canva User)
  • Action: Apply visual branding (Logos, Fonts, Colors).
  • Output: Final PDF or Media File.

Step 5: Delivery​

  • Action: Upload final asset to HubSpot Files.
  • Notification: Tag Marketing Lead in PlannerPlanner Microsoft Planner, a visual task management tool used to track tasks, issues, and project progress. card. "Ready for Launch."

3. The "Standard Brief" (Copy/Paste to PlannerPlanner Microsoft Planner, a visual task management tool used to track tasks, issues, and project progress.)​

Title: [Proposed Title]
Target Audience: [Who is this for?]
Pain Point Solved: [Why do they care?]
Format: [PDF / Video / Webinar]
Deadline: [Date]
Success Metric: [e.g., 50 Leads]