When we think of the old business adage “Iron Triangle” which dates back to the 1950’s, everyone is good, fast, and cheap, but the old saying was “you can only pick two.” If it’s good and fast, it won’t be cheap — if it’s fast and cheap, it won’t be good — if it’s cheap and good, it won’t be fast.
The challenge is, our world has changed, and today you have to have all three!
What is creative-led content production?
Creative-led: It really starts with having a creative operating at the forefront of the work. With a creative driving the concept, we are able to embrace, integrate, and defend the intent of the branded idea.
Content: Content is the almost infinite way in which the branded idea can be expressed, according to the consumer’s vast channels of choice. At the end of the day, everything that is being created is content.
Production: The literal transformation of an intangible branded idea to a very tangible, relevant form of communications. In other words, taking the content and bringing it to life — within the boundaries of budget and timing.
When the three elements are put together, it means we embrace and defend a brand idea — from creative strategy to production.
Why does this matter?
The demand for content is huge. There are 5.1 billion people around the world with a mobile phone, of those, 3.2 billion people are using social media. An incredible 500 million hours of YouTube are being watching each day!
It’s a 24/7 world now — it is always on, everywhere. The challenge is, with so much access from consumers, brands need MORE content.
Here are the three types of marketing content every organization needs:
- Big Idea Creative
- Adaptive Creative
- Production Creative
These content areas will assist in the creation of marketing content that delivers the right strategic message in a creatively compelling way.
What is: Big Idea Creative
This starts with strategy, and can be just about anything — perhaps a brand campaign, a TV spot or video, a logo, etc. These take time, is thoughtful, and challenging. Big Idea content stays big if there are fewer hands touching the idea. You need one lead agency on this kind of work who can keep Big Idea Creative pure and under control.
But, in the omnichannel world, from the start, Big Idea Creative needs to be completely thought through, so it can be applied anywhere. If you’re not thinking about how this content be reused, you’re missing out on opportunities to scale.
What is: Adaptive Creative
The ask here is to follow and apply a concept, and work to adapt it into new creative executions. Typically, this is based on the Big Idea approach, usually from another agency or client, they have an approved Big Idea creative. The challenge is it can be hard to find someone to “follow along” and apply/adapt the idea.
It helps to have very clear brand guidelines or a really clear example by which to replicate. In this case, you are applying, not making something new from scratch.
What is: Production Creative
This is not the most “thinking” nor “creativity” but there is a huge amount of work necessary, and is very important to the end result. Examples of production creative include banner resizing or image cropping — where you need to execute in a consistent way across the organization.
Everything at this point is content:
- Strategy and research
- Art direction/Design
- Video Production
- Motion Graphics
It is key to keep a consistent tone of voice across all of these forms of marketing content. Especially across the internet if you have ecommerce products being sold at different places, making sure your brand is consistent is huge. Images are everywhere — you want to make sure wherever consumers come in contact with your brand that the experience is consistent.
More and more content needs to be created — and that issue is not going away. In fact, the need is expected to grow. The pressure on agencies and organizations to deliver will also increase.