Post on 22-Jan-2018
Communication Breakdown
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
Meet Becca & Elliott
• @becca_colbaugh
• 8 years with agencies
• Libra
• @theelliottbrown
• Content dude for big and little guys
• Gemini
About Visually
Content Marketing is Getting Harder
Marketers use content
For B2C, “yes” gets 76%. For B2C, the average is 32%.
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%.
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).
We need to get better at making great content
Survey Results
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.”
Let’s start with performance
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.
Where creatives come up short
Where marketers come up short
Gaps in self perception
Marketers’ gaps in self perception
Creatives’ gaps in self perception
You need good collaboration for success
All marketers Marketers who are “very satisfied”
The Creative Brief
“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
Strategy Execution
Results
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
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
“I put the duality in the brief: a deadline, and a dream.
....extremely pragmatic…but also romantic.”
-Maira Kalman
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
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
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
The Creative Process
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
“How a Web Design Goes Straight to Hell”
A Short Story by Matthew Inman
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
Parting shot | Q&A
@visually | @becca_colbaugh | @theelliottbrown