Each time a content brief is created it is populated with an initial set of Vennli recommendations. These recommendations are based on the marketing initiative, persona, and content objective selected when the content brief is created. These initial values are designed to make planning content easier, but they are not intended to replace the marketer’s ultimate judgment on what content to create. Each recommendation can be customized based on the available menu alternatives. The alternatives that appear in each recommendation menu are based on options that are appropriate for a given stage of the customer journey, a given content type, and a given persona.
The initial recommendations for “Content should help the customer…”, “Call-to-action”, “Content type”, “Primary distribution channel”, “Promotion channel” come from Vennli’s built in recommendation logic that takes into account effective alternatives for each content decision based the customer journey stage for the content.
The initial recommendations for “Key message” come from the top ranked message listed in the Message Map for the appropriate journey stage and persona.
The initial recommendations for “Differentiating message” come from the top differentiated message listed in the Message Map for the appropriate journey stage and persona based on taking the difference between the brand association score for the organization and the brand association score(s) for competitor(s) listed in the “Competitor positioned against” recommendation.
The initial recommendation for “Competitor positioned against” comes by identifying the competitor listed in the Marketing Initiative that has the strongest brand association scores for the topics listed in the Message Map for the customer journey stage and persona corresponding to the content brief.