To produce effective creative content more efficiently and consistently, marketers need to consider essential factors like the product being sold or the message being promoted. But there is an often overlooked subject for brands —how to fully evaluate or even revamp the entire creative “supply chain.”
Before brilliant, relevant, and engaging creative people can connect with audiences, brands should first look at potential inefficiencies within content creation. Fixing an outdated process is vital, especially as ad spend is expected to continue to grow well into 2022, as per Magna’s predictions.
But where should one start?
While this may seem like an obvious place to begin, it’s astonishing how many marketers don’t take this crucial first step. Before considering anything within the content creation process, you must think about your audience. While advertisers may not be viral TikTok creators, there is something to be said of those accounts on the platform who understand the type of niche content their audience wants to see.
During the pandemic, the consumers we thought we knew changed. Consumer sentiment shifted in the past year and a half, and so did their expectations and needs. Now, brands and marketers have no choice but to prioritize personalization when creating content, asking ourselves, “Is this piece of content engaging and jaw-dropping?”
What are consumers looking for? What are their concerns? How can your content appeal to them but also address these bigger questions? Are you adding value to their lives? Are you contributing to a larger conversation? These factors will allow you to determine what the complete content creation process should look like.
When in the creation phase, it’s important to use technology and creativity to enhance your content and empower your audience. Think about the issues your audience is facing and use this to inform the technologies you will use, such as cloud technology to organize and artificial intelligence to optimize.
Consider how you can use these technologies to combat common frustrations like ad fatigue. The past year is a clear example that consumers get tired of seeing the same content. According to a Global Web Indexstudy 50% of people were ready to hear from brands about topics unrelated to the pandemic. This stat is from April 2020, if that’s any indicator of how quickly fatigue can set in.
Instead, provide your audience with quality content that draws an emotional response to make it unskippable. Consumers want to feel heard and connected while watching advertisements. The key here is to craft a creative and engaging story perfectly.
You can also address the inefficiencies within content creation by adding improvements to the overall creative production process. Your team will thank you as it will save time and money and optimize your content’s creation, delivery, and performance.
So the content creation is over, and your job’s done, right? Wrong. Remember that audience from before? Their opinions still matter, even after your content has been produced.
It’s critical to consider which parts of your content resonate at a broad level and what is working best for specific audiences and platforms. There area lot of new technologies out there to help marketers better understand consumer behaviors. For example, through our work at Edisen, we’ve seen a20-50% increase in objective-based KPI efficiencies such as views, video completion, clicks, and conversions thanks to the use of video intelligence.
These insights can guide future content production decisions and creative optimizations while driving results across the entire consumer journey.
While the content creation process may seem fragmented and complex, by looking at the inefficiencies that exist in the industry, marketers can ultimately create engaging content that makes it impossible for consumers to skip ads. This not only gives your brand positive recognition but also garners substantial views and conversion rates.
The time for being passive is over. If you want to stay afloat and get a head of the competition, address the inefficiencies in the marketplace, work towards driving the industry in the right direction and provide your audience with the exciting content they crave. Go bold or go home!
