Creating good content is more important than ever, but are marketers and creatives working together as well as they could? We talked to 789 marketers and creatives to see what’s getting in the way of producing outstanding content.
Through our original research, you'll learn:
- Where creative teams come up short
- How marketers can do better
- Best practices for improving communication
First 3 Pages
HOW MARKETERS AND CREATIVES CAN GET ALONG
New survey research on what it takes to produce better content.
While a lot of things have to go right to be a successful content marketer, none of them matter if you don’t have good content.
As a discipline, content marketing is exploding. According to eMarketer, more than $118 billion is spent annually on the production and distribution of digital content. That number is projected to reach $300 billion by 2019. At the same time, competition is on the rise because the size and content consumption of the U.S. audience has plateaued: The impact of this increase in competition is starting to be felt by content marketers. For example, the Content Marketing Institute’s 2016 B2B Content Marketing Survey revealed that the number of marketers describing their organizations as effective at content marketing dropped to 30% (from 38% in the 2015 survey).To understand more about what it takes to produce content that’s effective in this increasingly crowded space, we surveyed 789 marketers and creatives to see how they work together. Read on to see what’s working, what’s not, and how people on both sides of the creative divide can do a better job of
producing content that stands out.
Marketers consisted of people who identified themselves as “marketers
requesting content from writers and designers.”
Creatives described themselves as the “writers, designers and developers who create content for marketers.”
WHAT’S THE CREATIVE PROCESS LIKE?
Our study revealed that the relationship between marketers and their creative teams isn’t always harmonious. At a high level, these were the biggest observations:
Better communication is needed– especially when it comes to briefing, feedback, and scoping projects.
1 Perception gap in key areas.
Both marketers and creatives
have a rosier view of their own performance than their
counterparts – especially with delivering final content that
meets expectation or giving actionable feedback.
2 Creative teams are understaffed.
One thing marketers
and creatives agreed on was that creative teams don’t
usually have the personnel they need. Fifty-eight percent
of marketers with in-house teams turn to freelancers,
agencies and online services to scale their efforts.
3 Each of these findings is based on a number of data points.
In the pages that follow, we’ll look at each of them separately.The most common words used
when creatives and marketers described working together.