the power of creative in content marketing

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The Power of Creative in

Content Marketing

Sponsored by

Hightail

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Deborah HolsteinVP Marketing, Hightail

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Creative with strategy is content marketing.

Creative without strategy is art.

Source: Positioning: The Battle for Your Minds

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Your brain processes images 60,000 times faster than text

source:Role of visuals in persuasion

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You remember 65% more when info is paired with an image

Source: Brain Rules

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40x 2.3x 86%

Source: HubSpot

more likely to be shared

engagement on Facebook

increase in landing page conversion with

video

Your creative must break through

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A highly creative campaign

delivers a 2x sales impact

Elaboration

Artistic value

Originality

Flexibility

Synthesis

HBR Creativity in Advertising 6/2013

Harvard Business Review says,“creative that is ‘meh’ hurts sales”

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An abundance of tools to deliver and analyze

Analytics Landscape

Programmatic LandscapeDAM Landscape

Marketing Technology Landscape

Content Marketing Landscape

Without compelling visual creative...

...your content marketing program stalls

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...has creative been left behind?

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Creative collaboration is the next evolutionary step

The first step is admitting you have a problem...

Your review and approval cycles are more goat rodeo than gantt chart

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The creative process is not linear

CONFIDENTIAL

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Miscommunication

Delayed Feedback

Missed Feedback

Ambiguous Approvals

CONFIDENTIAL

CONFIDENTIAL

4 ways to evolve your creative collaboration (and smash the bottleneck for good!)

22

Contextual Communication

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All visual file types

Precise

Conversational

24

Rapid Feedback

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Consolidated

Attributed

Accountable

Convenient Approvals

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Id Approvers

Easy review

Documented

28

Works for the whole team

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Internal, clients, agencies and freelancers

Intuitive

Conversational

Accessible

Hightail is purpose-built for creative collaboration

Intuitive to use

Visual creative Convenient approvals

Rapid feedbackContextual communications

Works for the whole team

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Hightail IS creative collaboration