DON’T CREATE A CONTENT PLAN, CREATE A CONTENT SYSTEM
Clients like agencies that under-promise and over-deliver. So instead of just creating a kickass content plan that is in sync with the overall objective, why not go the extra mile and create one that can generate valuable learnings and best practices?. It starts with developing a comprehensive, sophisticated content system of which all deliverables will contribute to the campaign objective as well as produce valuable learnings and optimisations.
TEST & LEARN
Know the capabilities and limitations of digital channels and its deliverables. Ask the following questions:
- Which channels have a good representation of the audience?
- Which owned or paid formats are instrumental to the creative concept and campaign objective?
- What are the strengths and weaknesses of each ad format?
Awesome creative ideas and content plans are usually built on the right information. Since we’re in the business of communication, the purpose is to have your brand engage with the right audience. To gather audience insights, you have to tap into the right sources (CRM data, Sales, Research Agencies, Digital Campaign Data.
ASK THE RIGHT QUESTIONS
A 6 second YouTube bumper ad, even though extremely short in duration, is a very affordable tool to reach a large amount of people. A Facebook canvas ad, even though labour intensive when it comes to creative production, is a very useful format in order to get your audience to digest more in depth, detailed information of a product. For some ad-formats it is possible to split the audience into two and showcase two versions of an ad. This unlocks the ability to perform a simple A-B test that can provide a valuable learning on which further optimisation is possible.
CONTINUOUS LEARNING LOOP
In order to improve your work, you need set a proper way-of-work. It should be the data driven design way-of-work. The optimisations and hypothesis are very closely linked.
All iterations is a two week cycle. Each cycle starts with a creative performance analysis of the previous weeks.
DATA IS KEY
Many marketing organisations struggle to get data-driven insights into their create design. They lack the time and/or knowledge to setup the right data frameworks.
PERVORM & DATA DESIGN FRAMEWORK
Pervorm helps you in setting the right steps in implementing the best data approach and structure to learn and improve your creative design.