How can your team drive better content outcomes? What has the past year taught us about creative problem solving? inMotionNow CEO Doug Thede and VP of Product/COO of EMEA Moniek Hop will answer these questions in the HOW Design Creative Leadership virtual session “Managing the Content Lifecycle: Best Practices to Keep Creatives Productive (and Sane)”.
Doug and Moniek will delve into how organizations can revamp their creative lifecycle to generate value instead of just boosting low-value “productivity.” Shifting the focus from output to outcomes means leveraging your team’s problem-solving skills, cultivating partnerships between creatives and stakeholders, and giving creatives the space to ask Why?
Doug Thede
Moniek Hop
The COVID pandemic rapidly transformed how businesses work and made creative content even more vital to organizations’ ability to achieve their key objectives. Unprecedented social changes emphasized to companies that their customers are human beings and not just market segments. And they’re humans who need agile, creative thinkers to offer solutions that will help them meet rapidly evolving challenges.
For creative teams, rising to the challenge has meant retooling tech platforms, creating new communication ecosystems, and overhauling legacy workflows that bogged them down. Companies have jettisoned old, resource-intensive processes that were created to generate big, long-running campaigns in favor of content lifecycles that enable far-flung, asynchronous teams to inject a steady stream of relevant creative output into our diverse and fast-moving media environment.
In the Content Lifecycle session, Doug and Moniek will break down strategies for implementing effective systems
at every phase of the creative lifecycle:
From grounding each project in a kickoff process that allows everyone to understand the stakeholder’s goals and metrics for success, to putting analytics and reporting in the hands of creatives throughout the content lifecycle, the most successful systems give everyone on the creative team the power to make data-driven, strategic decisions in the constantly shifting media environment—and to consistently demonstrate the value they’re creating for stakeholders.
Project kickoff is one of the most critical parts of the content lifecycle,” say Doug and Moniek, “because it has a major impact on the rest of the project. If creative teams are able to get all the information they need at the beginnings of projects, they are much more likely to be able to produce content that solves the problem.” Defining the problem early, talking with stakeholders about the project’s context, and having opportunities to generate new ideas can set the course for creatives to serve as strategic partners.
“After that it’s really all about collaboration,” say Doug and Moniek. “Just as stakeholders often lack visibility into the creative process, creatives tend to have no visibility about how their content is used in the market.” When creatives are proactive about following up on how content performs and stakeholders understand what is really involved in the creative process, they say, “stakeholders will develop trust and respect for their creative partners.”
At the end of the day, giving your creative team the space and information they need to think strategically lets them focus on creating value. When creatives understand that their value lies in the problem-solving approach they bring to the company and not just their volume of output, they can avoid creative burnout and produce consistently strong outcomes.
Learn more about inMotionNow solutions at inmotionnow.com
