Don’t Expect A Creative To Do A Content Marketer’s Job

Don’t Expect A Creative To Do A Content Marketer’s Job
SHARE
THIS



Just because someone can write well, purchase a stock photo, or create a ‘viral’ video does by no means equal content marketing, says Amy Broadfoot from marketing firm Columbus Australia.

One of my small business owner friends shyly mentioned she had attended a business coaching seminar which hinged on cult-like Tony Robbins hysteria. It scared her. The thought of it scared me. The odd thing was it actually had some good advice.

She paraphrased a message from the seminar: ‘Apparently consumers need to spend eight hours of ‘face time’ with a brand before making a major purchase’. And this is, more or less, right. Think wedding venues, cars, even yoga retreats – would you buy any of them from a brand you hadn’t heard of before?

At the core of good content marketing lies exactly this. Content isn’t a standalone social media post, blog entry for SEO rankings or an eDM – it is a whole spectrum of search, retargeting, UX, data research, media buying and creative coming together to inform and entertain our audience. But we knew that already. So why then are so many brands seeing very little off the back of their content?

It’s a process, not an execution

Firstly, just because someone can write well, purchase a stock photo (ugh), or even create a ‘viral’ video does by no means equal content marketing. It may be producing content, but we could be missing the entire marketing part there. If we just want to produce x number of blog posts, we’ve got it wrong. It is essential we understand the online behaviour of an audience first and then decide what content and off-site platforms we need to utilise. Gather key search trends, device preferences, websites and topics which the target markets are over indexing. We’re using a process, and this is just the first step.

Great creatives often don’t understand digital

We’ve got an idea of what we want now so we’ve outsourced our content creation to an esteemed creative agency and now have stunningly beautiful content. However, it may not have been created with the understanding of how an online audience is going to consume it. Video is a great example. Some of Australia’s best filmmakers, who’s work regularly reaches mass audiences, don’t understand digital best practices. For example, it might be best to create several edits and repurpose content for YouTube pre-roll, or to even ‘front load’ the content (attention grabbing event at the start) to help gain the desired engagement. Creatives are great at creating, but it’s unfair to expect them to do the job of a digital marketer and understand the multiple digital touch points. It’s worth planning this out during the initial research; these insights are critical to a well-structured creative brief.

Nurture the audience with an ongoing relationship

Do you think our industry as a whole could use remarketing better? Could we put more useful information into these formats other than pure sales messaging? Let’s take a wedding venue who has posted some great photos on Pinterest, the bride-to-be has seen these images and has come to the site to learn more about the facilities – then bounces. If we had retargeted her with content which catered to her other needs, such as a ‘wedding planning checklist’, we’re likely to gain her attention again. It is a very simple way for a brand to begin to build trust and form an ongoing relationship. Again, it’s worth having a think about a content eco-system and creating a distribution plan so we can re-engage our audience with ‘face time’.

It is through utilising a process of research, structured creative and distribution planning of earned, owned and bought media that we’re likely to get what we need; higher levels of engagement, increased brand reach and acquisitions with no naff business seminar in sight.

Amy Broadfoot is the national content manager at Columbus Australia.

Please login with linkedin to comment

Arty Labs media agency

Latest News

Women In Media Profile: Danni Wright
  • Media

Women In Media Profile: Danni Wright

We'd be headlining Danni Wright's Women in Media profile the "Wright stuff" if it wasn't utterly predictable and naff.

by B&T Magazine

B&T Magazine
Industry Generates A Record $10.5m For Social Impact
  • Media

Industry Generates A Record $10.5m For Social Impact

UnLtd, the media, marketing and creative industry’s social purpose organisation has announced a total industry contribution of $10.5m to social impact in FY18. The total value of funds, services, inventory and time donated by the media, marketing and creative industry increased by 21per cent compared to the previous financial year due to a growth in […]

Posterscope Promotes Two
  • Media

Posterscope Promotes Two

Posterscope, Dentsu Aegis Network’s specialist out-of-home agency, has promoted Ryan Hedditch to the newly created position of national head of strategy and Samantha Summers to Sydney Group Business Director. In his new role, Hedditch is charged with driving the continual improvement and transformation of the Posterscope offering to clients and partners. Summers’ promotion will see her lead […]

Outbrain Accelerates Growth With APAC Promotions
  • Media

Outbrain Accelerates Growth With APAC Promotions

Native discovery platformOutbrain has announced several movements in its regional leadership team, with plans to make more new hires. This comes on the heels of two senior appointments it made in February, after closing a record year in the region with expansion into new markets. Yoav Tourel has been promoted to head of sales for […]

Clems Syd & Extra GUM Unveil YouTube Digital Stage
  • Media

Clems Syd & Extra GUM Unveil YouTube Digital Stage

YouTube EXTRA Gum has launched EXTRA Support Acts, a program created to support Australia’s up and coming musicians by transforming pre-roll ads on YouTube into a digital support stage. It has been created in partnership with Clemenger BBDO Sydney as creative lead, Universal Music Australia and BRING for talent and music strategy and content, MediaCom and YouTube. The […]

OMD Australia Tops 2018 RECMA Rankings
  • Media

OMD Australia Tops 2018 RECMA Rankings

OMD Australia has taken the top spot for Australia’s Number 1 media agency in size, according to RECMA’s 2018 ‘Overall Activity Volume Rankings’ report released last week. Additionally, the company was named first in profile classification with a dominant profile for the 3rd consecutive year, along with vitality ranking and structure ranking. Furthermore, OMD Australia was also named […]

Red Agency Bolsters Sydney Team
  • Media

Red Agency Bolsters Sydney Team

Judging by the image, it seems Red Agency may have had no staff whatsoever prior to this hiring spree.

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Advertising
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.

Women In Media Profile: Judy Sahay
  • Media

Women In Media Profile: Judy Sahay

B&T's Women in Media profiles are like a wave washing over you. Even more so if an actual wave washes over you.

by B&T Magazine

B&T Magazine
How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)
  • Marketing
  • Opinion

How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)

In this opinion piece, SalesPreso co-founder and CMO Joel Thomson (pictured below) explains how B2B companies can use their data more effectively and deliver a personalised customer experience that matches their B2C counterparts. From the Cambridge Analytica scandal to the EU’s recent GDPR legislation, this year has prompted individuals all over the world to consider […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

Not one to rest on its laurels, M&C Saatchi unveils new production studio it hasn't called 'Not One To Rest On Laurels'.

Creative Agency Launches Project Management Tool ‘Hassl’
  • Advertising
  • Technology

Creative Agency Launches Project Management Tool ‘Hassl’

Yesterday at TedX Melbourne the team behind award-winning, Melbourne-based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their clients. […]

ABC Axes Tom Ballard’s Tonightly
  • Media

ABC Axes Tom Ballard’s Tonightly

It's one of the ABC's edgier, controversial shows, but Tom Ballard's proven too edgy and controversial for ABC chiefs.

Taboola Strengthens APAC Programmatic Offering With New Partnership
  • Advertising
  • Media

Taboola Strengthens APAC Programmatic Offering With New Partnership

Global discovery platform Taboola has announced a strategic partnership with Wider Planet, Korea’s largest demand-side and data management platform. The partnership builds on Taboola’s programmatic efforts in Asia-Pacific, and will bring together Korea’s largest demand platform for agencies and brands to provide access to Taboola’s global audience through premium publisher placements. The partnership means advertisers […]

The Haus Picks Up Two New Clients
  • Marketing

The Haus Picks Up Two New Clients

The Haus announces two new client wins. Admittedly, not as good as winning three, but far better than losing four.