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Taking a creative approach to your content strategy

Dallas content marketing agency D Custom posts on the importance of incorporating creativity into your brand’s content strategy.

Written by:

By Marion McHenry

Sometimes, it’s easy to get stuck in the routine of publishing the same content on the same channels at the same time every year. And while this can make life a little easier and more predictable for your marketing team, it can feel stagnant and boring to your audiences AND your employees.

Without a willingness to take risks, it’s difficult to produce content that’s creative and exciting for both your employees to create and for your customers to engage with. Yet, with the constant pressure from the C-suite to provide results—and not to mention a lack of time and manpower—those creative ideas you’ve had in the back of your mind often get put on the backburner. When you’re trying to please everyone, you end up creating content that serves its purpose, but doesn’t get you (or your customers) excited to immerse themselves in it. Finding that balance between pleasing your CEO, your team, your readers, and yourself (yes, you count too) is key.

Start with a solid strategy

The first step in getting to this point is making sure that everyone is on the same page. We’ve said it before, and we’ll say it again: always start with strategy. Before you start spewing out content left and right, know the buyer personas you wish to target and influence, and the value and top messages you plan to deliver to them through your content.  While each piece of content you produce may send a different message, all of those messages should come together to tell one larger story for your brand.

The problem here is that in trying to stick to the content strategy, many marketers make the mistake of falling into that routine, repeating themselves often and simply boring their readers. Having a defined strategy doesn’t mean that you can’t color outside of the lines every now and then. In fact, it’s those kinds of risks that take your audience by surprise, catches their fleeting attention, and subsequently inspires them to engage with your content.

Be flexible

As much as we emphasize sticking to the strategy, if your content plan isn’t working the way you thought it would, you need to address the problem right away. For example, if your content is primarily print-based, but your audience is starting to do more online, try repurposing your content online. Throw in an online video to inspire some creativity in your brand. Reach out to influence on social media. Don’t be afraid to do a little bit of experimentation. Shake things up to see what happens and what works.

The bottom line is that you’re not always going to get it right the first time around and that’s okay. The important thing is to acknowledge the problem, rather than ignore it, and make the necessary changes to your content strategy. Just by doing that alone, you’re already getting more creative.


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  • I have worked with D Custom on multiple projects and would be very confident in recommending them to develop, manage, and implement a digital strategy for companies of any size. I look forward to all of the projects that we work on together.

    Ryan Short,

    President
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  • You have an incredibly gifted team at D Custom. HealthWagers wanted to work with a creative firm that had the ability to meet our needs from brand conception to our beta launch. D Custom has the firepower we need.

    Steve Harris,

    President
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  • I value our 6 years together. [D Custom] is very solution-oriented… You beat 5 larger/national agencies when we recently went to bid.

    Omni Hotels & Resorts,

    Marketing Team

  • Thank you for being so responsive and providing white-glove service throughout a major shift in our content strategy for web and social media. We could not have done it without the D Custom partnership–we have built a platform for a long-lasting relationship.

    Shideh Sedgh Bina,

    Founding Partner
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  • D Custom is the perfect combination of creative energy and strategic ability that it takes to turn complex content into engaging stories our clients can relate to. They’ve worked seamlessly as part of our extended marketing team for years.

    Lisa Turner,

    Global Marketing Leader
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  • We just finished up an intense project for an oil and gas filter company that required complicated animations for several products. [The team] made the working process pleasurable and more importantly, nailed the animations on time and in budget. I will not only use them again, I will recommend D Custom to others looking for a good animation house.

    Patty Harrison,

    Rev Advertising

  • The team at D Custom always surprised me. The work was consistently fresh, inspired, and right on task. I never left a session without being inspired to ask more of whatever task it was we were pursuing; [they] always raised the bar.

    Tom Hanson,

    President
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  • [D Custom] had a feel of exactly what we were looking for, and they delivered.

    Susan Walker,

    Vice President of Marketing
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  • The staff at D Custom are absolutely the best at what they do. We have collaborated on a number of projects, and they hit the ball out of the park every time. I will continue to call on them every time my clients need their expertise in video and design.

    Mark Neace,

    President
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  • Our relationship with the D Custom team has proven to be one of our most successful agency partnerships.  So often it’s easy to hire talent that executes on deliverables, but D Custom takes that to the next level. 

    Kristin Binford,

    Director of Marketing
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  • [D Custom] brought so much excitement and sophistication to our brand and business.  It’s fantastic to see and experience–thank you!

    Kristen Fritschel,

    Business Consultant
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