Finding a Balance Between Content Marketing and Creativity

If you are like me, most people on our team, or to be quite frank with you, anyone who is in the marketing world, you might have an issue with finding a balance between creating content for marketing and creativity. In this post I will highlight the importance of creativity, where to find it, and the line to draw between artwork, and advertisements.

Whats The Difference, How Are They Similar?

One beginner mistake that is easy to make is creating art over marketing content. Duh, your advertisement can be super artistic, but only if it gets your point across. Art and advertising are very similar. The artist or marketer both are creating so the consumer or viewer walk away with whatever message is trying to be portrayed. An artist wants the viewer to see the message he or she is trying to paint, draw, sculpt etc. Someone who creates marketing content wants the viewer to think of the company, or emotion that the company brings and eventually make that $. While they are both very creative things, there is one thing that stands out to me that would be great for our viewers to understand is this; marketing is STRATEGIC. What this means is that art is a representation of the artist. If a content marketer created things for themselves, they would have barely any success. Marketers will study the target, know the ins and outs, the wants and desires, the values, where they shop, and everything in between. If you are marketing to the masses, it's not for you, its for the people.

If you are like me, most people on our team, or to be quite frank with you, anyone who is in the marketing world, you might have an issue with finding a balance between creating content for marketing and creativity. In this post I will highlight the importance of creativity, where to find it, and the line to draw between artwork, and advertisements.

Whats The Difference, How Are They Similar?

One beginner mistake that is easy to make is creating art over marketing content. Duh, your advertisement can be super artistic, but only if it gets your point across. Art and advertising are very similar. The artist or marketer both are creating so the consumer or viewer walk away with whatever message is trying to be portrayed. An artist wants the viewer to see the message he or she is trying to paint, draw, sculpt etc. Someone who creates marketing content wants the viewer to think of the company, or emotion that the company brings and eventually make that $. While they are both very creative things, there is one thing that stands out to me that would be great for our viewers to understand is this; marketing is STRATEGIC. What this means is that art is a representation of the artist. If a content marketer created things for themselves, they would have barely any success. Marketers will study the target, know the ins and outs, the wants and desires, the values, where they shop, and everything in between. If you are marketing to the masses, it's not for you, its for the people.

Finding Creativity

Finding creativity for anyone is hard, no matter what job you are in. Barney Stinson says, "new is always better." In his case, maybe not, but theres not much worse than monotony, well, there's actually a lot of things worse, but that beside the point for now. Imagine you are working for a marketing team for 15 years, how do you expect to keep coming up with new, fresh, memorable ideas? That is something a lot of people run into and I have a few tips to help you out.

1. Stay up to date in technology

This is huge in marketing. Be very aware of all of the trends going on, whether it be changes in new social media trends, or better practices to do it. When is the last time you read a direct marketing letter you got in the mail with the other loads of junk you got? Oh, you can't remember? I thought so. There is plenty of technological advancements that are awesome, but also awesome to find new ways to be comical and witty. Boston dynamic dogs, Amazon drones, the jokes are endless, but they are also amazing advancements.

2. Surround yourself with creative people

There is not much worse than trying to find creativity when you are surrounded by a bunch of rocks for people (unless those people are Yosemite). You should not limit yourself to only being around creative, or "creative" people in the workplace. There are plenty of ways to find new ideas, inputs, passions, you name it in the community. For example, take a pottery or art class, go on camping trips with friends, hang around the library and see what people read. When creativity seems to be lacking, you are probably looking too hard. Creativity can be found in huge national parks, or in the laugh of a child. You could be watching the movie Elf for the thousandth time, and notice something you never have before.

3. Separate yourself from the usual creative people

Alone time is so important to the creative process. Taking time to sit and breath by yourself for any job is absolutely crucial. Monotony kills creativity. Chris McCandless once said, "the very core of mans' spirit comes from new experiences." This quote goes a long way in the creative process. Try new things, with and without people. Do something new, chance the pace of your probably hectic life. How are you supposed to think of new ideas when you haven't had a new experience in months.

We hope that this will help you find what you need in work, school, or simply in life.

When creativity seems to be lacking, you are probably looking too hard. -Crocs