This presentation takes a deep dive into our original research into how marketers and creatives come up short when it comes to working together.
In this webinar you'll learn:
- How content marketers use content
- Detailed stats on the creative-marketer relationship
- How to execute effective creative briefs and kick-offs
2. Takeaways
1. Marketers are relying on content more
(but with less success)
2. Survey says: marketers and creatives
need to work better together
3. It all starts with a good brief
3. Meet Becca & Elliott
• @becca_colbaugh
• 8 years with agencies
• Libra
• @theelliottbrown
• Content dude for big and little guys
• Gemini
7. More marketers will use content soon
More than $118 billion is spent annually
on the production and distribution of
digital content.
Spending will reach $300 billion by 2019
(eMarketer).
For B2C, “more” gets 77%.
8. But the online audience isn’t growing
In 2014, 38% of content marketers described their content programs as effective.
That number is now down to 30% (2016 B2B Content Marketing Trends).
11. How marketers and creatives work together
We surveyed 220 marketers “who request content from writers and designers” and 559
creatives, who are “writers, designers and developers who create content for marketers.”
13. Let’s start with overall performance
43% of creatives viewed their work
as extremely or very effective.
93% of creatives are proud of the
work that they do.
21. “Marketing” speak doesn’t always
align with “creative” speak. Think of
the creative brief as your common
language; the leveling field between
you and your design team. Despite it
being a secret weapon, the value
and power of a good brief is all too
often underestimated and
undervalued.
Communication is key
24. To design something
really well, you have
to get it.
You have to really grok what it’s all about.
It takes a passionate commitment to really
thoroughly understand something,
chew it up, not just quickly swallow it.
Most people don’t take the time to do that.”
-Steve Jobs
25. Respect the brief
As the client, sometimes completing the brief can
feel daunting. But if you take it one question at
a time, and remember these three tips, you can
and shall conquer the brief:
1. Why + how > what
2. Goldilocks
3. Details matter
26. “I put the duality in the
brief: a deadline, and
a dream.
....extremely pragmatic…but also romantic.”
-Maira Kalman
27. It’s not just about the target audience or
what action we want them to take.
> It’s about why should they
care?
> Why should they believe us?
> How will we tell and convince
them?
> How will they feel?
The brief: why + how > what
28. It’s hard to get it “just right.” But, the
right balance between under-briefing
and over-briefing is another way to
unlock a good brief.
The brief: Goldilocks
29.
30.
31. You don’t want to miss the big picture,
but you should also sweat the small
stuff.
> When is your deadline? Specificity
here is everything.
> What do you like about the
examples you shared; why?
> Do you have dimension
requirements?
The brief: details matter
33. The creative process starts with a
good brief, but the creative elements
should be evolutionary, iterative and
collaborative. Think about your
internal culture, and pick the right
design team accordingly. This is your
team: trust is everything.
Embrace the process
34. “How a Web Design
Goes Straight to Hell”
A Short Story by Matthew Inman
39. As the creative, sometimes the process can feel
daunting. Here are some tips to help make
things go more smoothly for your team and
your project:
• Are you still in scope?
• Is your feedback in direct conflict to
previous notes?
• Is it actionable?
• Have you gotten all input
before going back to
your creative team?
The process: gut checks