By Shahnaz Mahmud.
As Albert Einstein once said, “Creativity is intelligence having fun.” In today’s lead generation industry, how you creatively approach the market must be your top priority to stay ahead of the competition.
Sticks itself is an interesting case study for marketers to glean insight on how to work effectively. Strategists have as much an easy time of going to market as do the creative thinkers with whom so much of the industry has come to rely. Given the rate of change in this continuously evolving landscape, how does one adapt to and leverage new opportunities?
May poses some interesting questions. Do you copy a previous model which has worked in the past? And if so, does that ensure success for the future? May asks you to consider how you would solve a problem or take on a job if none of the previous models had existed. “The industry won’t survive if it remains exactly the same,” he says. “It’s much better to fail spectacularly by doing something different than putting lipstick on a pig.”
Sticks takes on a “diversity of perspective.” The firm uses a vast array of skill sets “triangulating around problems.” Agency strategists abound, as do digital professionals, management consultants, architects, poets, teachers, fundraisers and life coaches.
Asking the Right Questions
The point is to ask the right questions from the start, says May. This assemblage of non-likes with non-likes are organized like any account management or creative department. The difference? “It ups the ante on the strategic output,” he emphasizes. What results is a collective “learning trajectory.”
As marketers, you can apply creative strategy in numerous ways. Hubspot outlines some strong suggestions (this was written for agencies, but there are many key learnings). One method is to document ideal client profiles.
“You'll need an in-depth understanding of who actually buys your services and the types of clients that are profitable for your agency to create content to attract more of these types of clients,” according to Hubspot. “You should be able to talk about this ideal client like he or she is a good friend. What’s his role? Whom does he report to? What is the typical size of his marketing budget? What’s his company’s annual revenue? What are his goals? What does his company’s sales process look like? What are his biggest marketing challenges? What keeps him up at night?”
And of course, there is the content offer. Obviously, being perceived as high value to your target audience is critical. Hubspot suggests creating an in-depth guide on search terms that have successfully gained traction, leading eyeballs to your blog or website.
The point to all of this is that “creatives” and “strategists” in many instances are no longer separate functions. Creative strategists are becoming the norm.
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