There are two primary motivations for creating marketing campaigns: content and creative. Both mindsets are critical and result in impactful campaigns. Explore this edition of THE rAVe Agency’s monthly blog to discover which element drives your marketing efforts.
Content
Content-driven marketing is focused on educating and informing the audience. Think of insurance commercials. While most have creative and fun elements, at their core, the commercials share information about the company and its policies. Anything creative added to these marketing campaigns supports the driving motivator, which is content.
Content is a critical element for new brands, programs and products because in order to be successful, customers must understand exactly what the new brand, program or product is. On social media, the results of these marketing campaigns can look like graphics, blogs, press releases and more.
Creative
On the other hand, creatively driven campaigns aren’t focused on educating the audience. They are more concerned with entertaining the audience. Think of the most entertaining commercial you have seen recently, and if you can’t, try looking up a hotel brand or Apple advertisement. These advertisements aren’t spewing facts or informing the audience of anything. They are launching campaigns to stay relevant and top of mind for the consumer. These types of marketing efforts also communicate values and form connections between the seller and consumer. Creatively driven marketing tends to get people talking. It is a critical way to influence brand perception and evoke emotions.
To wrap up, content provides the value and information that builds consumer trust and drives long-term engagement, while creative captures their attention and evokes emotional responses. Only one motivator, content or creative, should be the main purpose for creating campaigns, but the utilization of both will ensure campaign success as the results will be informative and memorable to consumers.
With all of that in mind, the next time you build a marketing campaign, take a second to reflect if it should be driven by content or creative. Ultimately, are you trying to inform or entertain your audience?
