the power of creative in content marketing
TRANSCRIPT
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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