There is a long list of variables that contribute to success on social. As we all know, social media is driven on most platforms by visual content. In this article I want to share with you our key insights & learning that lead to Creative Content that stands out in the social media space.
Creative Content is the core idea you want to convey as a brand, expressed in an original and unusual way.
Creative Content - what is it?
In the marketing and advertising world Creative Content is a term describing various forms of multimedia, like photography, video or graphic design that form a core part of your digital presence and marketing strategy.
In general, Creative Content can be categorised as follows:
- Blogs & Articles
- Video Content & Animation
- Graphic Design
In the digital space, the Creative Content can be distributed via organic marketing activities and paid advertising, such as:
- Paid Social Ads
- Display & Programmatic Ads
- Organic Social Activity
- Email Campaigns
With the above information in mind let’s look at the meaning behind the term - “Creative Content”.
According to the Cambridge Dictionary :
the ideas that are contained in a piece of writing, a speech, or a film.
producing or using original and unusual ideas.
In short, Creative Content is the core idea you want to convey as a brand, expressed in an original and unusual way.
It’s part of a bigger plan
Before we jump into dissecting how to stand out on social with your Creative Content, let’s talk about the most important thing. It’s your marketing strategy.
Your marketing strategy will dictate a list of monthly, weekly and daily activities across your marketing channels. It should also lead to creating a campaign plan.
With a clear marketing direction you will know the types of Creative Content you need to produce and can start planning its execution.
By the way, you can read about how to create a marketing strategy here.
So, how do you stand out on social with Creative Content?
In my opinion, there are two parts in the answer to this question. It is the structure and execution of a piece or a campaign.
In terms of the structure, there is a variety of elements you need to cover and understand when planning any Creative Content piece.
Define the 5 following structure elements:
- Audience - who is the piece for?
- Message - what is the main idea you’re communicating to your audience?
- Story - what is the narrative/story in that message?
- Creative Direction - if you’re creating visuals, then what creative means can you use to represent and even enhance that message?
- Visuals - the look & feel of the visual content, like photography.