For example we may join the dots between these

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There are three parts to this framework: Audience: we work with the client to determine their core target audience for their products and keep this as tightly focused as possible on who they want their content to get in front of. Pain points: we carry out research on this audience to understand what their main pain points are when it comes to the service or product that the client is offering. Solutions: this is where we look at how the client currently solves these problems with either their products, services or content.


This gives us a steer on where we ultimately need to be driving traffic to or if we need to paraguay business email list create a new page. Here is an example which imagines that we’re working with a company that helps people buy a home: Example framework broken out into audience, pain points, and solutions. Once complete (although it’s never 100% complete, it’s an ongoing process) we can start to connect the dots between these three areas which can lead to campaign ideas.


: Same framework with young families/couples, my credit rating and improve your credit score guide highlighted We could then base our idea generation around the target audience, their pain points and the solution offered by the client. This means that a campaign idea will be closely tied to the business and audience of the client, not going off on a tangent and reducing the value of the idea. If you want to take a deep dive into the creative process, my go-to is always this deck from Mark Johnstone who also recently produced this report which picks apart 31 campaigns from different digital agencies to see what made those ideas work.