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COMMUNICATION BREAKDOWN HOW MARKETERS AND CREATIVES CAN GET ALONG New survey research on what it takes to produce better content.

Transcript of COMMUNICATION BREAKDOWNpages.visual.ly/rs/729-DHM-431/images/Survey Report - Communicati… ·...

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COMMUNICATIONBREAKDOWN

HOW MARKETERSAND CREATIVESCAN GET ALONG

New survey research on what it takes to produce better content.

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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.

INTRODUCTION

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.

1

0

2

3

4

5

6

2008 2009 2010 2011 2012 2013 2014 2015

Other connected devices Desktop/laptop Mobile

Source: Nielsen

Hou

rs p

er d

ay

DEFINITIONSMarketers 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.”

Time spent per adult per day with digital media in the USA

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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.1Perception 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.

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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.

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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.

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HOW CONTENT MARKETERS USE CONTENT

Content marketing is becoming more important because it can impact

almost any touchpoint in the customer journey. With that said, the biggest

focal points for marketers were acquisition, engagement, and brand building:

To move the needle, marketers relied on an array of content types. Emails

were still king and written articles were very popular—most likely because

they’re the easiest content to produce for most organizations. Higher level-

of-effort visual content like infographics, videos, and social microcontent

were also used by more than 50% of marketers.

10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Engaging existingcustomers

Building a brand

Acquiring newcustomers

Sales enablement

Customer success

None of the above

83%

81%

81%

52%

33%

2%

In your function, which of the following goals do you use online content for?

10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Microcontent forsocial media

Slide decksor presentations

Webinars or tutorials

White papers

Ebooks or guides

Interactive microsites

Videos

Infographics

Written articles

Emails 71%

68%

62%

60%

55%

49%

35%

34%

26%

25%

Of the following, which types of content do you typically use to reach these goals?

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ARE MARKETERS HAPPY WITH CREATIVES?

Despite the fact that content helps marketers meet a lot of their objectives,

it’s not always a smooth road getting from strategy to execution. Only 37%

of marketers were extremely or very satisfied with the work they

received from writers and designers. Almost 20% described themselves

as unsatisfied.

Creatives were more optimistic in their self-assessment. For example, 43% of

creatives viewed their work as extremely or very effective, while only 26%

of marketers thought the creative work they received was as effective. An

additional 9% didn’t know whether their work was effective or not—an early

sign that communication may not be effective as it could be.

And despite the low effectiveness ratings from marketers, 93% of marketers

are proud of the work that they do:

Typically, how satisfied are you with the content your creative team produces?

Typically, how proud are you with the content you and your team produce?

Extremely satisfied9%

Very satisfied28%

Satisfied44%

Not very satisfied18%

Extremely unsatisfied1%

Extremely proud13%

Very proud41%

Proud39%

Not very proud6%

Not proud at all1%

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WHERE DO CREATIVE TEAMS COME UP SHORT?

In the eyes of marketers, there was room for improvement across the board,

but a few creative duties received especially low marks. When it came to

staffing adequately, anticipating problems, or following a transparent

process, less than 30% of marketers thought the creatives they work

with did well. This assessment held true whether the creatives were part of

in-house teams, agencies, or freelancers.

Creatives also received low ratings in three areas related to the briefing

process. Less than 40% of marketers listed following the brief, asking

questions that make the brief better, and communicating concerns as

things their creative teams did well.

HOW MARKETERS CAN IMPROVE

Creative teams saw the dynamics of their working relationship a little

differently.

While briefing came up as one of the easier parts of the process, they

thought estimating the scope of work and agreeing on a timeline were two

of the most difficult activities (see chart on the next page). Both of these

activities flow directly from briefings and project kickoffs, so these results

suggest briefs aren’t as detailed or thought out as they should be. This view

may also signal that creatives don’t use briefings as an opportunity to ask

questions and get clarity up front.

10% 20% 30% 40% 50% 60% 70%

Consistency 53%

Responding to feedback 52%

Ask questions to get clarity 51%

Meeting deadlines 47%

Delivering final content thatmeets your expectations

46%

Communicating concerns 38%

Following the brief 36%

Feedback that makesbrief better

34%

Transparent process 29%

Anticipating problems 27%

Staffing adequately 24%

Which of the following does your creative team do well?

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Please rate the following parts of the creative process based on how easy or difficult it is to collaborate with marketers:

0 = Very easy 4 = Very difficult

1 2 3 4 5

Final delivery

Briefing

Initial draftsand review

Agreeing ona timeline

Feedback anditerations

Estimating thescope of work

2.52

2.63

2.66

2.84

2.97

3.13

2.52 2.63 2.66 2.84 2.97 3.13

Final delivery Briefing Initial draftsand review

Agreeing ona timeline

Feedback anditerations

Estimating thescope of work

1

2

3

4

5

1.52 1.63 1.661.84

1.972.13

Final delivery Briefing Initial draftsand review

Agreeing ona timeline

Feedback anditerations

Estimating thescope of work

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0

2

3

4

Collaborating effectively is a two-way-street, though, and there were a lot

of opportunities for marketers to improve. Despite the fact creatives saw

briefings as a relatively easy part of the process, the results showed less

than 25% of marketers did a good job of: briefing well, sticking to the

brief, staying with the initial scope, or following established processes.

Also, less than 30% of creatives felt the marketers they work with gave

feedback consistently or on a timely basis.

The brightest spot in their assessment? Creatives thought the content they

create gets used, so their efforts aren’t wasted.

Which of the following does the marketing team you collaborate with do well?

10% 20% 30% 40% 50% 60% 70%

Sticking to the brief 18%

Sticking to establishedprocesses

23%

Briefing projects clearly 23%

Staying withinthe initial scope 24%

Giving consistentfeedback 28%

Giving timely feedback 29%

Setting realistic deadlines 32%

Sharing results 33%

Giving actionable feedback 36%

Reasonable timelines 38%

Responding toyour concerns 40%

Communicating priorities 42%

Sharing credit withyour team 43%

Actually using thecontent you produce 58%

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PERCEPTION VS REALITY: CREATIVES

While we saw that creatives could do a better job of communicating

earlier in the process and content marketers could do a better job of

outlining their needs up front, it’s also worth taking a moment to see

how each group viewed its own performance in the face of these

criticisms.

Both creatives and marketers tended to have a rosier view of their own

work than their counterparts. But for creatives, the discrepancies were

biggest when it came to delivering content that met expectations. Here

are the other areas where creatives’ and marketers’ opinions had the

biggest discrepancies.

PERCEPTION VS REALITY: MARKETERS

When marketers’ self-assessment is compared with what creatives

thought, a few new opportunities to improve the relationship emerge.

While sharing more credit with creatives might help boost their overall

positivity, marketers also overestimated their ability to give timely and

actionable feedback.

Delivering final content that meets

expectations

Anticipating problems

Asking questions to get clarity

Creating consistent content

68%

47%

68%

69%

Creatives who say yes

Marketers who say yes Disparity

46%

27%

51%

52%

+22%

+20%

+17%

+17%

Giving actionable feedback

Sharing credit with creatives

Giving timely feedback

Communicating priorities

Briefing projects clearly

55%

62%

46%

57%

38%

Marketers who say yes

Creatives who say yes Disparity

36%

44%

29%

42%

23%

+19%

+18%

+17%

+15%

+15%

Do creatives do the following well?

Do marketers do the following well?

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WORKING WITH EXTERNAL CREATIVE TEAMS

One problem area that both marketers and creatives agreed on was the lack

of adequate staffing. Only 24% of marketers felt the creative teams they work

with were staffed adequately. While creatives generally tended to evaluate

themselves more positively than the marketers they work with, this is one

place where they didn’t: Just 16% of creatives felt that they did a good

job of maintaining enough bandwidth to meet marketers’ demands.

These numbers mean that creative teams are frequently understaffed. Thus,

it’s not surprising to see a lot of marketers turning to external teams.

Digging a little deeper into these numbers, we found that 58% of the

marketers who most frequently used an in-house creative team also

relied on external contributions from freelancers, agencies, or online

services. Sixteen percent of marketers used two or more types of these

external resources.

In fact, 40% of marketers who have access to in-house creative teams relied

most frequently on external creative resources.

We were also interested to see whether marketers’ level of satisfaction

changed as they used different sources of creative talent. When looking

at these numbers, our sample size became insignificant, but there was less

than 10% variance in satisfaction ratings between the highest and lowest

performing types of creative teams.

DOES COMPANY SIZE MATTER?

In terms of company size, companies with 100 to 1000 employees were

most likely to rely primarily on internal teams (77%), while companies with

over 1000 employees were the group most likely to use an agency (41%).

What sort of creative team do you MOST FREQUENTLY work with to produce content?

What sort of creative teams do you work with to produce content?

10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

An in-house team 75%

Freelancers 46%

An agency 38%

An online service 14%

10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

An in-house team 59%

Freelancers 18%

An agency 16%

An online service 6%

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SUCCESS & GOOD COLLABORATION GO HAND IN HAND

It’s hard to break apart correlation and causation on this point, but creative

teams that collaborated better with their marketing partners got more done

and produced more successful content.

The marketers who are most satisfied with their creative teams also think the

creative process is easier.

These same marketers considered every single part of the creative process

— from kickoff to final delivery—to be easier as well. A similar correlation

is seen with looking at the marketers who consider their content most

effective. Bottom line? Ease, effectiveness, and satisfaction go hand in hand.

All marketers

Typically, how easy is it to collaborate with the creative teams you work with?

Marketers who are very satisfied

10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Very easy 24%

Easy 38%

Neither easynor difficult

26%

Hard 11%

Very difficult 1%

10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Very easy 42%

Easy 45%

Neither easynor difficult

9%

Hard 5%

Very difficult 0%

In company cultures where creative works well, design isn’t just seen as

people making things pretty. It’s viewed as the way marketers make their

ideas come to life. Good creative solves the same problem that marketers

are solving, but it does it on a different level.

JOHN HANSBROUGH, Art Director at Walmart and The Gap

CREATIVE PERSPECTIVE

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HOW TO WORK BETTER TOGETHER

To distill this research into something more actionable, the following pages include some guidance and best practices for building better relationships. Here

is a set of questions that address the biggest issues that affect most marketing-creative relationships. It’s a great place to start an internal self-assessment.

There are a ton of amazing ideas floating around marketing departments,

and there are never going to be enough creatives to execute on all of them.

It’s really incumbent upon marketers to prioritize and focus on the ideas that

will have the most impact for the business.

JOHN HANSBROUGH, Art Director at Walmart and The Gap

CREATIVE PERSPECTIVE

1. Creative briefs and the briefing process:

� Do briefs truly communicate marketers’ intent?

� Do briefs take the full scope of the project into account? If not, are there

assets that briefs routinely overlook?

� Do creatives have the opportunity to give feedback up front?

� If they do, are they taking advantage of it?

� If not, do they have enough information to give feedback?

2. The overall creative process:

� Is there an established process?

� Is the process documented somewhere?

� Is there any attempt to measure its efficiency?

� Who owns the process, and how is it socialized?

� Is there a clearly-defined approver?

� Are there onboardings for new team members?

� Do marketers and creatives ever get together to assess and improve

the process?

3. Feedback:

� How is feedback usually given?

� Is there a routine?

� Is it given in a transparent way via a permanent medium?

� Is feedback consistent with the requirements in the original brief?

� Is feedback consolidated before it goes to creatives?

� Does the feedback give actionable criticism?

� If not, is it too vague?

� Or are there inconsistencies in feedback from different stakeholders?

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BUILDING BETTER BRIEFS

Writing a creative brief is an exercise in definition. In addition to giving

creative teams an actionable way to start fleshing out content, taking

time to write (and vet) a good brief also forces marketers to really think

through their campaigns. The brief is a chance to explore every aspect

of your project, from audience to tone, core message to takeaway.

“Marketers always have good intentions, but the scope of projects tend

to change. In the rush to get the creative brief out, not all the possibilities

are captured,” said Hansbrough. Carefully planning all the nuances of a

campaign keeps projects on schedule and gets a better final product.

“The quality of your end product kind of lives and dies with your creative

brief,” said Sean Zinmeister, Director of Product Marketing at Infer (a

platform that helps companies predict which leads will go on to become

great customers).

In addition to describing the goals of the project, the deliverables, and

the target audience, Zinmeister thinks marketers should give creatives

more inspiration via concrete examples. “Sometimes it’s really hard to put

into words what you want a creative project to look like. But it becomes

a very easy task when I can hand the designer three or four examples so

I can say, ‘look, it needs to not quite be like this for the following reasons,

and this takes it too far for these reasons, but if we can find something

that really marries it in the middle, that would be awesome.’”

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THE CREATIVE BRIEF CHECKLIST

Creative briefs can vary tremendously, depending on the nature of the

project and its deliverables. For example, a brief preparing two different

banners for A/B testing requires a lot less guidance than a brief for a

two-minute explainer video.

With that caveat, here’s a distilled checklist of the information that’s

most likely to be needed in a creative brief:

Description: A sentence to a paragraph describing the project and its

objectives.

Your audience: Describe them briefly, give key demographic

information, and provide any insights about what they’re trying to

achieve (and how your campaign or product will help them achieve it).

The core message and 3-5 proof points or benefits to the audience.

The primary call-to-action or takeaway message.

Themes or ideas, the final creative should embrace. Make sure to be

clear about how closely (or loosely) to follow these themes.

Specific goals or examples of what success metrics look like (website

traffic, sales, etc.).

Examples of similar work to emulate (or that has been successful) in

a similar format (videos, infographics, etc.).

Brand and style guidelines: The fonts, tone, colors, logos, and other

elements that need to be incorporated to keep the content on brand.

This information doesn’t need to be in the creative brief necessarily,

but the brief should at least link to additional guidance.

Any specifications for the final product: sizes, formats, file types,

technical requirements, etc.

A full list of deliverables. Will the promotion need a banner? A blog

post? Copy for social media promotions? Scope creep is an easy way

to get projects derailed, so marketers should make sure to include all

the little pieces—not just the focal points of a campaign.

Timelines: Clear information about both launch dates and due dates

for drafts. If there’s flexibility, let the team know.

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STAGING BETTER KICKOFFS

The goal of the kickoff is to make sure everyone is aligned on a project’s direction, timelines, and deliverables. In a perfect world, the kickoff is the meeting

where work on the project really begins. It’s where the brief is presented to the creative team, timelines are committed to, and creatives ask questions to

get context and make sure they have everything they need to get things right. Once the brief is in good shape, here are a few key things to think about

in planning the kickoff:

It depends on the company and how things are done, but being at the table

early is helpful for getting as much context as you can, and it makes quick

turnarounds more manageable. Just hearing some of the thought process

that informs the marketing team’s discussions makes a big difference.

JOHN HANSBROUGH, Art Director at Walmart and The Gap

CREATIVE PERSPECTIVE

Timing: The kickoff shouldn’t happen until the creative team is about

ready to start work. Kicking off too early can create a sense of unrealistic

timelines, and it makes it easy for details from the kickoff to be forgotten.

Attendance: All the direct stakeholders in the project should be at the

kickoff. Anyone who is unable to attend should have had the opportunity

to give feedback on the brief in advance.

Roles: Whoever is driving the project on the marketing side should

present the brief, but everyone should be free to give feedback.

Remember that the kickoff is about alignment, not just the marketer’s

grand vision.

Preparation: Time permitting, everyone should have the opportunity to

review the brief in advance. Doing so means people will come in with

good questions, have a chance to think about competing priorities, and

be more likely to have a meaningful discussion.

Next steps: Everyone should emerge from the kickoff with a clear sense

of what they’re responsible for, what the next steps are, and what the

timeline is.

Keep in mind that having a seat earlier in the process makes creatives more aware of what’s coming down the pipeline, and it gives them an opportunity to start thinking about solutions in advance. It also helps with scoping, foreseeing obstacles, and making the final ask more feasible.

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GIVING BETTER FEEDBACK

When marketers give feedback, the single goal should be to give creatives

the information they need to get from their draft to the perfect finished

product. Unfortunately, egos and miscommunication can make getting from

point A to point B kind of tough.

According to creatives, less than 30% of marketers do a good job of giving

feedback that’s timely or consistent. And only 35% give actionable feedback

well. Here a few ways to give feedback that gets everyone over the finish

line together:

1. Lead with positives: Finding a few positives (even if it really requires some

digging) respects the skills and effort of the creative team. By framing the

positive first, it also makes them more receptive to unfavorable feedback.

2. Set the stage: Don’t ambush creatives with drive-by feedback. As tempting

as it may be to stop by someone’s desk or pick up the phone, schedule a call

or a meeting. And make sure to be prepared with a list of feedback.

3. Ask questions first: Before demanding specific changes, make sure to ask

creatives about their intent. Developing this back and forth will give you more

perspective, and it might help you see things differently.

4. Be specific: Identify specific qualities that are problematic. Vague feedback

forces creatives to be mind readers—and leads to more revisions. Both

higher-level observations (like “this doesn’t convey the benefit as strongly as

it could” or “I think we need to be clearer about this point”) and focused

criticism (“the headline seems too small”) need to be presented in actionable

terms.

5. Focus on the work: Feedback should be given in terms of the work, not

the person. “You used the wrong font” is an accusation, while “This looks like

the wrong font” gets the same message across without making it personal.

Also remember that the project is not being created to satisfy your personal

tastes, but the tastes of your audience. Instead of saying, “I don’t like this

language,” say something like “This language seems too informal for our

customers.”

6. Put all feedback in writing: To save everyone headaches, make sure to

document feedback. Not only does it give marketers a leg to stand on if

revisions aren’t addressed, but it also serves as a reference for creatives

in case their memory of the conversation falls short.

7. Deliver everyone’s feedback at the same time: It’s really hard for a

creative team to respond to disparate feedback from different sources.

And when the feedback isn’t aligned, it can be impossible. Make sure all the

feedback flows through one person to keep it consistent and timely.

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When you’re a marketer, the relationships you have with your creative team

can ultimately dictate whether you’re successful. You can develop amazing

insights and figure out a brilliant strategy, but it won’t matter if your creative

team can’t execute.

Good communication means better campaigns, more bandwidth, and maybe

most importantly, fewer fire drills, headaches, and frustration. Good luck

using this data and guidance to take your creative to the next level!

AWESOMECOLLABORATIVE

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WISH

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PARTNERSHIP

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TEAM

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NOW GO MAKE GREAT CONTENT

The most common words marketers use to describe the creative process

when they are very or extremely satisfied with their creative team.

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SURVEY METHODOLOGY

Between July and August, we surveyed almost 800 people in the U.S. The

people we surveyed self–identified as:

1. 220 content marketers “who request content from writers and designers,”

or

2. 559 creatives, defined as “writers, designers and developers who create

content for marketers”

Survey data was collected and analyzed using SurveyMonkey. The surveys

were delivered to respondents in the following ways:

� They were sent through email to anyone with a Visually account

� They were posted and promoted on Twitter, LinkedIn, and Facebook

� About 300 responses were purchased from the SurveyMonkey Audience

panel service, which uses charitable donations as incentive to solicit

survey responses.

Based on a 95% confidence interval, these results have a 5% margin of error

for creatives, and 7% margin of error for content marketers.