creative confessions: how to get the best work from your creative team
TRANSCRIPT
Introducing our panelJorge Castillo Journalist
Moderated by: Ural Cebeci, VP Marketing at Visually
Tania SchoemanDesigner & Creative Director
Visually is a content creation platform that enables marketersto connect with their audiences
through premium visual content.
Why visual content matters● 75% of B2B buyers rely more on content than
they did a year ago to make purchase decisions1
● 90% of info transmitted to the brain is visual, visuals are processed 60000x faster than text2
● Photos are liked 2x than text, videos are shared 12x than text links3
● 80% of your online visitors will watch a video, while 20% read content4
1. DemandGen2. Billion Dollar Graphics3. Sprout Social4. Digital Sherpa
Web surfers’ content use in the past week:
Marketers are creating more content
“83% of companies cite high quality content as a top driver of winning new customers.” --Digiday/Chute
Which goals do you try to meet with online content?
Which types of content do you create to meet these goals?
But how’s the creative collaboration?
69% of marketers say collaboration is easy.
50% of creatives say collaboration is easy.
How do you pull it all together?
Start with a good plan
❏ Goals❏ KPIs & how to measure success❏ Target audience ❏ Insights / research / data❏ Messaging❏ Brand guidelines❏ Promotion plan &
list of deliverables / dependencies❏ Examples to inspire: style, colors, execution
Now listen to your creatives Which parts of the creative process are easiest and hardest for creatives?
Marketers’ Report Card
● Giving consistent feedback (23%)● Briefing projects clearly (21%)● Following established processes (19%)● Sticking to the brief (17%)
● Use the content that’s created (58%)● Share credit with creatives (40%)● Communicate priorities (36%)
What’s in a creative brief?❖ Objectives❖ Target audience❖ Insights & data❖ Messaging❖ Calls to action❖ Specific list of deliverables❖ Brand guidelines - design, tone & voice❖ Execution - channels, promotion plan, timeline
How do marketers get it all done?
64% of marketers who rely primarily on in-house teams also use another type of creative service.
What types of creative teams do you work with?
Who do you work with PRIMARILY?
Building the right team
Creative Director | Designer | Copywriter | Project Manager
Kickoff and Collaboration
Best Practices | Files & References | Timelines
● Speak up early● Be specific - “make this
pop” vs. what needs to pop● Don’t be shy, we can take
it● Consolidate feedback
among your peers● Talk about improvements,
not mistakes● Listen to what your
designer has to say
Project wrap-up checklist
❏ Delivery of source files❏ Permission/rights❏ Implementation plan❏ Post mortem❏ Share results with creatives
