Content · Formats · Component
The job
What each format is for: which audience, which stage of the journey, and what it is meant to change.
The deliverable
What it is
A job is a change, not a topic. “Builds awareness” is not a job; “gets a technical evaluator to shortlist us without speaking to sales” is one, and it can be judged.
Two formats with the same job are competing for the same attention and the same budget. That is worth discovering before the next planning round rather than during it.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
A job is a change, not a topic. If nobody can say what should be different afterwards, there is no job.