Content Marketing Round-up – Creative Advice Edition
Jul 13, 2015
On the previous round-up, we discussed how to add value through design and the top tips for a winning content marketing plan. Here we’ll give advice to those directing the creative plan and dive into the role of emotion in UX.
Read through our thoughts on the following three content marketing industry articles:
Advice to a First Time Creative Director – It’s not simple to go from making to inspiring and overseeing the content creation. This round up of tips for new creative directors is useful for both those recently entering the role and experienced ones.
Our take: Edward Bochs has clearly spent some time learning from some pretty great and unfortunately, some pretty horrible Creative Directors. His advice is on point to not just people new to the Creative Director role, but really to any Creative Director that is new to an agency. These tenants hold true no matter where you work, and the two I have heard most often as wish list qualities of a CD are, “be specific and constructive when reviewing work“, and “do some work yourself, but not the plum assignments“. Better yet, don’t take the credit for plum assignments once your creatives have nailed the concept and executed greatness.
Karen Patrick, Executive Creative Director
Stop Sprinkling Emotion, Start Creating Magic and Meaning – Creating an emotional connection between your product and your users is essential. But you must go a step further to design a great user experience. Learn how to add benefit and ease for your customer through magic and meaning.
Our take: Amanda is absolutely right—experiences do need to be meaningful and filled with personality for end users to have an emotional connection to the product. However, I think she could have made a stronger case for building meaningful experiences from a business perspective. UX adoption outside of tech startups is increasing, but lots of companies still don’t understand the value of “this new user experience thing.”
I know plenty of designers that work in organizations where key decision makers don’t understand that cultivating a culture that values UX is a long-term (and in some cases short-term) survival strategy. It’s no longer optional for competitive products to have a great user experience—it’s a requisite.
Joe Bond, Junior UX Designer
Three Tips You’ve Likely Never Heard to Improve Content Marketing – The blog post title is right on point – these aren’t your typical tips. Best of all, they don’t take much time to incorporate into your content marketing plan, but can result in valuable, high quality content. And actually, we did an email hack similar to the one mentioned.
Our take: This article made me think a bit about what we at Centerline Digital try to achieve, how we look at content marketing, and more importantly how we generate conversations online that are valuable. While this article gave some great tips on how to generate content ideas, I think a missed point from the article is an emphasis on researching your audience. I don’t mean the typical demographic information; I mean what are the people you want to reach talking about online? What are their pain points? Which blogs or Tweets have the most engagement to your target audience? Run searches, see where influencers exist and base some of your content off of the interactions you find that your audience deems most important. Don’t just think about your direct customers; think about the customers you haven’t reached yet. What content would likely bring them to you?
While content marketers can absolutely suffer from a “writer’s block” situation in what content is most valuable, you need to generate conversations that your customers might not be thinking about right at that moment. Or, more importantly, generate and market content to the audience you have strategically identified as where your business is heading (either by market forces or choice). What industry or businesses are you trying to reach? Identify them, research them, and then make content for where you want the future of your business.
This is just a tip of the iceberg in terms of content marketing. But all of these are factors that are taken into consideration when giving any client a recommendation.
John Roberts, Associate Creative Director
Whether you agree or disagree, we want to hear your thoughts on these articles! Reach out to us on social media and give your take.