Getting Marketing & Creative Teams to Play Nice

Quotes

• Avail 50% off coupon exclusive for MarTech podcast Use WXA_MARTECH at wave.video. “Yesterday we talked about B2B and how employee advocacy and creating live videos is becoming more and more of a trend. And, at the heart of using video, you have some higher production costs than other medium but you can really use the content you’re creating in multiple different ways so you can rationalize the production costs.” -Ben“If we ask the question of, what is the video we want to create and how do we build content around that, it becomes a lot easier and effective so then you can actually bring in the creative team on the process early on and move things a lot faster.” -Daniel“Instead of creating the blog post, think how we do create the video first? Now you could bring in a guest speaker, they do all the thinking and talking, you transcribe that into a blog post so that the person who reads or rewrites the transcription costs a lot less than a thinker. So many pieces of content from one and you eliminated the friction creative and content.” -Daniel“One of the things I like to do is I like to boil down every task into the following statement. As long as it does XYZ, I will sign off on it. So as long as they are doing videos that do promote my brand in a certain way, I will sign off on it. They can do whatever the heck they want, it’s their personal brand.” -Daniel “You have to have the flexibility, same thing with the internal team. If we give them the freedom to try out different things, they will be able to create things faster, be more passionate, and authentic about them and this is critical in the video.”-Daniel‘‘If you are a visionary and you need a tight brand control, you’re going to have friction between creators and management. That kind of management doesn’t fit with this reality. For instance, social media managers will say, they didn’t have timeto wait for brand people from the company to give them approval so they just went ahead and did it. Often times the content disappears after 24 hours anyway.” -Daniel“They get frustrated with the approach where they are dictated upon. Sometimes they need to work on the spot, on the fly, and they need to react to situations. A lot of the best content is intuitive.” -Daniel“I think that employee advocacy is an important medium and understanding what your employees are posting on your brand’s behalf matters, and having clear guidelines for what is appropriate, what are the rules and also having a calendar. It’s also important that people posting on your brand’s behalf are actually content and happy.” -Ben “It’s not just about employee advocacy, it’s also about the internal working. The creative team and marketers always have friction by definition. The creative team wants everything to be perfect and look good. The marketers want something that grabs attention and convert.” -Daniel“It’s a very trusting approach. I think that just in the same way that employee advocacy requires understanding the relationships and maintaining them, the connection between your content team and your marketing team is something that also requires a lot of management.” -Ben “Usually the videos are created by the designers, they manage it, But what if the marketers create the video, hand it over to the designer saying, ‘hey can you clean this up for me?’ More often than not the designer will say, it’s actually quite good. Let me just do a little bit of work on this for you’ so both sides are happy.” -Daniel