At Found Conference, Nisha Kashyap, Creative Director at , spoke on the content creation process. There, she discussed the importance of a consistent brainstorming, execution, and review system, and the value of knowing the “why” and the “wow” behind your story. Nisha also mentioned the need to work within certain boxes: even if your brand is a massively creative and wacky enterprise, you aren’t creating content in a vacuum, and you don’t have unlimited resources. How can you recognize those boundaries – and make creative and engaging content that stays on-brand and relevant?
It’s all about naming your boxes. Keep these constraints in mind as you work through the creation process — and find ways to use these boxes to your advantage.
Where and When
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Let’s start with the basics. The setting of your content, or the “where and when,” defines where the content lives and when it lands there. Although setting seems obvious, it can be one of the biggest limitations to your content.
The “where” refers to the platform or distribution channel. Is it going on your website, your Facebook page, or some other managed platform? The location of your content informs content type, size, and audience. Dig back through your content on that channel to see what performed well. You can also check out your competitors, look for channel-specific trends, and determine which areas of that channel you can own. Twitter’s new Stories feature might not be for everyone — but, hey, maybe it’s the right place to launch your news-oriented infographics!
The “when” refers to the time period in which you’ll share this content. Are you creating a short-term campaign for Instagram, or a series of billboards that may launch over a year? As you create your content, consider the timeliness of the underlying concept. For example, don’t post a pool-party themed ad in December…and maybe don’t post one in the middle of a pandemic, either. Be aware of what’s going on outside of your brand: that awareness ensures your audience can relate to and engage with your content.
Brand guidelines
Branding restrictions may not seem fun, but limitations to colors, fonts, and tone of voice ensures consistency throughout your deliverables. There’s a reason we have brand guidelines in place! Whether you’re working for yourself or for a client, sticking to your brand increases brand recognition and brand loyalty. A brand style guide also makes it much easier for multiple staffers to create cohesive content – without pulling in outside help on graphics, language, or other elements.
To create consistency and maintain your brand authority, make sure you know your brand guidelines. If your organization doesn’t have a complete brand style guide, it likely has guides on logo use, the style of articles and emails, or colors. Often, the guidelines are the work of a branding agency — but, eventually, you’ll find a question that isn’t answered by the guide. Work across teams to firm up those guidelines when questions arise. And, make them available to everyone working on your content
Your brand style guide may include:
Logo design: The logo itself, places the logo may be uses, logo variations, and uses of those logo variations.
Font styles: typography, including size and spacing.
Colors: primary and secondary colors, and the ways in which full- and partial-color branding may be used.
Style and spelling rules: spellings of certain words (think “color” versus “colour”) and grammatical rules.
Photography guidelines: guides for background colors, exposures, and filters.
Voice and tone: A list of do’s and don’ts for the use of language and emotion.
We get it: it’s not fun to find out you’re using the “wrong” color of green in the middle of your St. Patty’s Day campaign. But, sticking within brand guidelines can also keep your authority in place and prevent less-than-professional content.
Resources
Your resources can present their own limitations. What kind of personnel hours, equipment, and budget can you deliver to your project? Often, your resources can present a limitation — and you need to acknowledge that from the very conception of your content idea.
First things first: make sure to calculate your ROI. If you’re planning a massive campaign, during your most important season, for your most profitable product, you should pull out all the stops. Contracting for perfectly-shot aerial video or partnering with a paid spokesman may make sense. But, if you’re just looking for a Facebook post for this Tuesday — you probably shouldn’t blow half your marketing budget.
Chances are, you know what you do well. You should know what mediums your audience finds most engaging. Focus on building on your strengths, and prioritize, prioritize, prioritize.
Time
Not only do you need to know what time to post something, you need to know how much time you have to create it. How much time do you have to create a piece of content? If you’re working on a new piece over a mo
Here at Deman, we’ve not only created plenty of marketing platform demos, we’ve sat through several ourselves. And, many of our clients mention that they’ve had rocky starts on the platform demo process. So, how can you make the most of a platform demo with a potential tool or agency — and, how can you come out of it confident that you’ve made the right choice?
Choosing the right platform is a balancing act.
Your marketing team likely has a wide variety of diverse needs, often across segments or audiences. You may respond to this issue by 1) focusing on meeting one need with a single platform or 2) trying to find the platform that grazes every one of a whole list of needs. Both of these options can have bad results.
Looking for marketing software can feel a bit like looking for a new car. You probably know what you want and how much you want to spend. But, you need to look under the hood and kick the tires before making a decision that’ll work for you and for everyone in your organization who will need to drive that proverbial car.
So, what can you do before the demo to make the right choice? Prepare.
Before the demo, you need to do a little soul searching and strategic planning. Not only will this upfront work help you make the right choice, it’ll save you assia mobile number resource time and money. Your agency can demo the tools you need, onboard you correctly, and get your platform implemented quickly. You need to understand the full scope of needs to get yourself in the right platform and ready to work.
Ask yourself the following questions about your marketing needs
What are you trying to accomplish?
What business goals are you actually hoping to achieve? Consider both the overarching organizational goals (like driving revenue) and your intended departmental contributions. The platform you choose should help you highlight progress toward all of these goals in workflow and reporting outputs. At the end of the day, the tools you pick should tie back to what your team, unit, or department is working on — and help you highlight those goals in the context of your bigger organization.
Make sure the goals you’re trying to accomplish are both measurable and clearly defined. Often, our clients bring us goals such as “I want to increase traffic.” We want that for you! How much of an increase do you hope to see in your traffic? Are there specific means you hope to use to bring in additional traffic? What does an increase in traffic do for your site, and where are you on finding keywords that will do that for you?
You should also consider goals from other teams or team members that can be accomplished through this platform. Because we do SEO, content marketing, and competitor intelligence, we find that Deman dSphere is useful for individuals working outside the SEO team. People in product development, market intelligence, merchandising, or competitor review can benefit from using our platform. So, we want to make sure those folks are considered as part of the platform selection process.
What are you currently using to accomplish your goals
Are you establishing a new goal that isn’t supported by current tools? Or, are you currently using another tool or simple human grunt work? We often hear that people are doing manual keyword research, manual competitor research, or manual SEO tracking — and bj lists that these things could be easily automated by using an SEO platform. Maybe you’re looking for a way to consolidate multiple tools and cobbling together a time-consuming, less-than-cohesive analysis ecosystem. Or, maybe you have a platform you’d like to replace.
If you’re looking to replace an existing platform, what are your pain points?
Consider what is working in your current solution, and what isn’t working. Look at the complete feature and functionality list for your current solution, and assess which of those features and functionalities you currently use. Which ones are critical, must-have functions for a new platform? Which features are you paying for and not using? How does your current solution fit your needs?
Look through your needs, in regards to
Technology integrations
Workflow setup and issues
Scalability
International and local capabilities
How your tool keeps up with the market
The efficacy of combined tools
The value of your reporting suite
White label capabilities
Does the reporting suite match your organizational and team goals? If you love the reporting — but feel you’re missing functionality and features — make note of what you like about that reporting. Don’t discount the possibility of staying with your current platform, either. If you find that you’re over-resourced in one area or tool, and under-resourced in another, you may simply be on the wrong plan for your org.
Who needs to use your platform?
A platform used by a single person — say, someone who uses those tools to fetch and distribute outputs — will look different than a platform used by multiple people across multiple teams. You’ll also want to conside.
