OpenText Hightail

This week in content marketing: encouraging creativity

Colm Larkin

May 5, 2017

This week in content marketing, we explore the latest insights on getting better at being creative.

Creative intent

Marketer and writer Larry Robertson acknowledges the benefits of martech tools like analytics and automation. But when Ad Age asked him what really drives innovation in marketing, Robertson said, “it’s creativity, without a doubt”, and shared three tips to help CMOs cultivate good creative habits.

We couldn’t agree more with him and would even go so far as to say that without creative content, martech tools lack the fuel that make them run.

Creative insight

If you’ve ever been involved in a bad creative review process, you might agree with Amy Duchene’s description of it as a “horror story”. Because the number of people who need to be involved in reviewing and approving a project can be terrifying, Duchene recommends establishing a solid creative workflow and outlines ways to make it happen.

This aligns with the findings from our recent state of creative collaboration survey, where 53% of respondents blamed more people being involved in reviews as a reason why the creative process has become more stressful.

Creative Instagram

Just so it’s not all tips and processes, let’s finish with some creative inspiration. Video marketing blog, Tubular Insights highlights 5 brands using the traditionally photo-led Instagram to share great video content.

For more Instagram action, check out Hightail’s latest videos and pics.

That was our week in content marketing. What caught your eye recently? Share your links in the comments below.