Why Creativity is Overrated in Content Marketing

Why “Creativity” Is Overrated in Content Marketing


Many people think success in content marketing is all about being "creative," but that's only one piece of a great content marketing plan. In fact, an overemphasis on that aspect of the work can stall your content marketing plan before it even manages to get out of the gate.

Here's a rundown of the other traits you'll need to harness that creative energy into marketing plans that deliver leads and close sales. Keep them in mind as you're looking to hire people for your marketing team or select an agency to partner with.

  • Empathy. It doesn't matter how clever or interesting YOU (or your agency) thinks an idea is -- what matters is how your prospects or clients feel about it. This is going to require empathy. So before you jump into brainstorming, invest the time to get to know your target audience. Create detailed personas that reflect the full breadth of their interests and needs.
  • Organization. Great ideas are only as good at the structure you've built to execute them.
  • Attention to detail. Little things matter.
  • Accountability. You need to know if what you're doing is working, right? That involves tracking and measurement. For the modern marketer, every campaign is essentially an experiment. Make sure yours are meaningful by making full use of your CRM and marketing automation software.

Mary Ellen Slayter is CEO of Rep Cap. Before creating her own content marketing firm, she served as director of content development and a senior general business and finance editor at SmartBrief, a leading publisher of e-mail newsletters. Before joining SmartBrief, she spent 8 years at The Washington Post, where she authored the Career Track column and worked as an editor in the business news department. You can find Mary Ellen on Twitter @MESlayter.


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