The thing you should be doing: Milking the Creativity Cow
Many try to decode theart of digital marketing however, few are the ones who actually can… But we did, obviously. If you think about it, which you should, digital marketing isn’t about digital. Or marketing. First and foremost, it’s about the business… ofperformative narratives. A great backstory is key to everything, from a small pitch to every “award-winning best-selling” campaign or Nobel prize book. In order to achieve yourbackstory goals, you may need a little help from theCreative Tribe. These dedicated specialists will help develop the narrative you need to “manipulate” your target audience. They will touch people’s hearts (and wallets) through well-thought-out words and images and make them love whatever you may be selling. A lot of digital marketers get so caught up in their tools, they forget they are supposed to reach out to human beings. Stuck in their data-bubble, trying the newest hip channel to serve algorithms and generate endlessly (and most of the times unqualified) leads, most of these so-called marketing Gurus only care about mechanics, ignoring the people with whom they are actually trying to connect with and for what purpose. If we give everyone a piece of advice, remember that people absorb visuals and plots, not metrics and investments. I mean, don’t get us wrong. We are definitely advocates of well-thought-out data and aflawlessly meaningful strategy. But we also believe there are other very important elements that could and should, very well be complementary. The key is to tell your story right! It’s painful to see companies willing to invest millions in paid digital media while using meaningless stock images andcopy-paste “written” content. This type of stock imagery and pre-established slogans are completely incapable of capturing your audience’s attention. People care about people, stories, feelings, and emotions. Not pre-established templates and buzzwords in big and bold capital letters. Content needs to be relevant, relatable, andclick with your audience, in every single tier of your marketing funnel. We’ve gathered a list of small steps to make sure your next campaign is as successful as one of ours, mostly because we’re tired of having no competition. 1. Allow TALENTED specialists to do their thing! Talent. Talent. Talent. Invest in a great team, packed with experience and creativity. Praise them with amazing salaries, make them happy by providing them with the best possible conditions and allow them to reach for the stars with their brilliant ideas. HavingWord doesn’t make you a copywriter and having Canva or Photoshop definitely doesn’t make you a designer. These crafts are often undervalued and underpaid in the marketing field, even though they can make or break your campaigns. So please, do all of the above. 2. Know your victims. (I mean, audience.) In order to build a strong relationship with your target audience/customer, you need to know what makes them tick. That’s the only way you can build a great sobbing story, specially created to awaken their tear ducts. And for that to happen, you need to know exactly who they are. Building the ideal persona you want to tackle is key for your stories to have the impact you want them to have:make it rain! 3. Milk thecreativity cow! Feelings… Such strong feelings! Creatives will know – which is why we advise you to hire them first – but people live for dramatic heartfelt stories. They need to feel a connection with each campaign in order to feel compelled to purchase whatever product or solution you are trying to sell them. So build a relatable backstory, and a great plot, be as transparent as possible, and milk thatcreativity cow. You will thank us later for the results! Now that you have established the basics, it’s finally time to take a deep dive into your campaign’s structure.And since we already know we have to explain everything, here’s how you do it: Get your goals straight! This will help you maintain a clear structure all throughout your communication journey. It’s KPI time! This is the best way to evaluate your strategy’s performance, both quantitatively and qualitatively. Let’s have some funnel fun! Everyone sure loves a good funnel, so pay equal attention to every single tier. And you are done! (for now…)Now it’s time for you to sit back, but not too comfortably, and admire your blossoming results! As you can see, we are not actually telling you to forget about your metrics and tools…We are simply suggesting you think about what can actually make or break your campaign and allow creative people to share their five cents. There’s room for everyone in marketing, from great copywriters, to amazing designers, to funnel masters. The only way to success is for all these species to collaborate, by creating head-to-toe, well-structured content campaigns. Now go ahead, get to work, milk that cow, and create successful content!So why don’t all businesses invest in great creatives?
So, if businesses are looking for successful content, what should they do?
Ok, so now what?