What does a "useful" brief consist of?

Below is an example of the type of brief we’d prefer. 

 

Comprehensive Blog Brief: produced this deliverable
 

Main Keyword: Indoor Drones

Title: Top 5 Benefits of Indoor Drones for Safety Inspection

Keywords:

  • indoor drones

  • drone safety inspection

  • indoor drone security

  • indoor surveillance drone

  • small indoor drone

  • programmable indoor drone

  • robot interior

 

Thought leadership style:

  • NOT self promotional

  • NOT advertorial

  • NOT pushy/sales-ey

  • focus on value and thought leadership

  • only mention client and product at the end

 

Opening must include

  • market trends in security and safety in the past 

  • a tease to what we should expect from now on

 

Voice/Style/Format reference:

 

This recently published blog

 

Title of the blog is non-negotiable

Subheadings/sections/advantages must include: 

  • Speed

  • Useful data

  • Enhanced safety

 

Promote indoor drones and dictate how much it is the most advanced/the right thing to do BUT - don’t say it in so many words! We are the best solution for you - no! Talk AROUND it. 

 

INTRO

  • Marketing trends of indoor drones - what are they? What are the uses of indoor drones today? (iRobot, other examples) 

  • Then: safety and inspection

  • There must be an intro first (focus on indoor drones, or safety/maintenance indoor environment - small intro on what’s usable today - cameras, CCTV, detectors, security guard monitoring every hour - or NOT going every hour - what’s the status today?) 

Once we cover what’s the status today/needs/trends, which should be the first third of the article, we can say: here’s why you should use indoor drones for safety inspection. 

 

Then, focus on the benefits - those are our 5 subheadings. 

 

  1. Speed - Of course a robot is much faster than a human - large spaces - these are not 100 sq meter offices - these are warehouses, data centers that the speed of patrolling this specific area would be faster/more efficient than a human. 

  2. Useful data - the drone collects data and compares it to the last patrol - sees something not in the last patrol, he alerts - he collects data. No more monotonous tasks for humans. For one IR client (Nestle, but don’t mention name) the drones inspect the safety of the shelves. They’re installed correctly - nothing is falling - this is safety! (Not checking bombs for the police - we don’t do that). 

  3. Cost savings - it’s much cheaper to install 2 tiles (docking stations) and 1 Tando running between the two. Collect data/patrol instead of 3 cameras, a smoke alarm, etc. etc. Cost: the pricing of having a good security system in your office/warehouse/data center which doesn’t cause false alarms is having a few cameras, and also sensors, and also people (we cannot list costs).

 

MORE CONTENT REFERENCES:

 

 

 

Minimal Blog Brief: produced this deliverable

 

Main Keyword: Indoor Drones

Title: Top 5 Benefits of Indoor Drones for Safety Inspection

 

Keywords, include at least once but not more than twice:

  • indoor drones

  • drone safety inspection

  • indoor drone security

  • indoor surveillance drone

  • small indoor drone

  • programmable indoor drone

  • robot interior

 

Content References:

Below is an example of the minimum brief we need to begin a project. It’s minimal yet acceptable, although please draw your attention to the deliverable it produced, vs. the deliverable the comprehensive brief produced.