Creative confessions: How to get the best work from your creative team

Creative Confessions:Getting the best work from your creative team

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

Thank [email protected]

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