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Communication Breakdown
Takeaways
1. Marketers are relying on content more
(but with less success)
2. Survey says: marketers and creatives
need to...
Meet Becca & Elliott
• @becca_colbaugh
• 8 years with agencies
• Libra
• @theelliottbrown
• Content dude for big and littl...
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
digita...
But the online audience isn’t growing
In 2014, 38% of content marketers described their content programs as effective.
Tha...
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 5...
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 a...
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 lev...
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 co...
Respect the brief
As the client, sometimes completing the brief can
feel daunting. But if you take it one question at
a ti...
“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 shou...
It’s hard to get it “just right.” But, the
right balance between under-briefing
and over-briefing is another way to
unlock...
You don’t want to miss the big picture,
but you should also sweat the small
stuff.
> When is your deadline? Specificity
he...
The Creative Process
The creative process starts with a
good brief, but the creative elements
should be evolutionary, iterative and
collaborati...
“How a Web Design
Goes Straight to Hell”
A Short Story by Matthew Inman
Credit: The Oatmeal
Credit: The Oatmeal
Credit: The Oatmeal
As the creative, sometimes the process can feel
daunting. Here are some tips to help make
things go more smoothly for your...
Parting shot | Q&A
@visually | @becca_colbaugh | @theelliottbrown
Marketers vs Creatives: Communication Breakdown
Marketers vs Creatives: Communication Breakdown
Marketers vs Creatives: Communication Breakdown
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Marketers vs Creatives: Communication Breakdown

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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

Published in: Marketing

Marketers vs Creatives: Communication Breakdown

  1. 1. Communication Breakdown
  2. 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. 3. Meet Becca & Elliott • @becca_colbaugh • 8 years with agencies • Libra • @theelliottbrown • Content dude for big and little guys • Gemini
  4. 4. About Visually
  5. 5. Content Marketing is Getting Harder
  6. 6. Marketers use content For B2C, “yes” gets 76%. For B2C, the average is 32%.
  7. 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. 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).
  9. 9. We need to get better at making great content
  10. 10. Survey Results
  11. 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.”
  12. 12. Let’s start with performance
  13. 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.
  14. 14. Where creatives come up short
  15. 15. Where marketers come up short
  16. 16. Gaps in self perception
  17. 17. Marketers’ gaps in self perception
  18. 18. Creatives’ gaps in self perception
  19. 19. You need good collaboration for success All marketers Marketers who are “very satisfied”
  20. 20. The Creative Brief
  21. 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
  22. 22. Strategy Execution
  23. 23. Results
  24. 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. 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. 26. “I put the duality in the brief: a deadline, and a dream. ....extremely pragmatic…but also romantic.” -Maira Kalman
  27. 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. 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. 29. 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
  30. 30. The Creative Process
  31. 31. 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
  32. 32. “How a Web Design Goes Straight to Hell” A Short Story by Matthew Inman
  33. 33. Credit: The Oatmeal
  34. 34. Credit: The Oatmeal
  35. 35. Credit: The Oatmeal
  36. 36. 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
  37. 37. Parting shot | Q&A @visually | @becca_colbaugh | @theelliottbrown

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