Marketing playbooks help you consistently produce campaigns and content in the face of continuous disruption. No matter which players are in the game (copywriters, designers, etc.), your playbook will help produce a consistent outcome.
The trouble is, most successful businesses like to keep their marketing playbooks close to their chests (for obvious reasons). This makes it difficult for new businesses, or those experimenting with new strategies, to learn best practices.
CXL likes to play by an entirely different set of rules, so they’ve created a marketing playbook community where experts can weigh in and share their experiences.
In short, CXL put winning marketing playbooks on the table for everyone to see.
In this article, you’ll learn how to create an impactful marketing playbook to show up consistently and grow your business.
Marketing playbooks are frameworks for consistent campaigns
A marketing playbook is a resource guide that dictates how a business approaches its marketing.
It’s the marketing equivalent to a coach’s playbook that covers definitions, formations, and tactics to bring players up to speed on how the team works so that they can execute a play correctly. In marketing’s case, the play is a campaign or channel.
For example, you might have a playbook for a brand awareness campaign that includes several channels. Or, you might have a playbook focused specifically on your Instagram content strategy.
By giving team members a repeatable (but flexible) framework to follow, outcomes are more consistent and teams work more efficiently, regardless of the individual members.
Consistency isn’t just a buzzword here. Marketing consistently earns trust, solidifies brand status, and improves customer experience, and it’s shown to add up to 20% to overall growth.
A consistent team is also an organized team, positively impacting performance. According to CoShedule’s 2022 Trend Report, organized marketers are 674% more likely to report success, and those that proactively plan (something you can easily do with a playbook) are 3x more likely to report success.
What makes a successful marketing playbook?
Every playbook differs depending on the end goal. But the purpose should always be the same: give marketers the knowledge to help them execute the plan effectively.
Achieving this helps:
- Create seamless, repeatable workflows;
- Cut down on wasted resources;
- Get marketing team members on the same page;
- Improve long-term customer marketing.
A playbook should cover the five main areas detailed in our guide to creating a marketing playbook for consistent campaigns:
- Strategy. A detailed marketing strategy isn’t required every time (e.g., if your playbook is on creating engaging Twitter threads, you can probably jump right to content creation). But you should always cover how the play ties to objectives, ideal customer profiles, and messaging.
- Content creation. Explain the type of content assets (including templates), brand guidelines, and roles and responsibilities of each team member.
- Promotional channels. Map out where content will be shared, how, and how often, including distribution roadmaps and any automation…
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