The Role of Creativity in Content Creation

There is a place for machine-generated content. There is a place for human-generated content. Knowing what to use where is the value you bring as a strategist. That said, I would gently advise this: double down on what you as a creator, as a content marketer, are capable of creating as a human. Learn how to shoot video. Learn how to shoot photos. Learn how to edit video. Learn how to edit audio. Maybe learn how to draw, paint, or illustrate. Learn the many, many modalities of creating for two reasons. 1. You will create things that are inescapably and unmistakeably you. Your content will have your personal signature in a way that machines can’t replicate easily. Even your writing style has subtleties in it that you can’t put into words, but it’s there. The more you create, the more skilled you become at creating, the more distinct your style becomes. 2. You will be a better operator of the machines. When it comes to using machines to create, your vocabulary and your creativity are what will guide your outputs. If you have limited range, you will prompt the machines for limited outputs. If you have huge range, you will prompt the machines for incredibly diverse and creative output. The machines are mirrors of us. What we bring to them is what we get out of them. Investing in your own creativity and your own capabilities almost always pays off. If you’re at all concerned about #AI then double down on your human expressiveness.

Why is creative content critical for sales? Being involved in real estate visualization, I realized the transformative power of creative content in driving sales and building meaningful connections with our audiences. It's been a journey of discovery that has transformed our strategies and emphasized the key role of creative storytelling in our projects. In a digital landscape saturated with messages vying for attention, creative content becomes a beacon that cuts through the noise and highlights our unique offerings. Here's why: - The first step in any sales process is getting attention. Creative content, whether it's engaging videos, striking images or compelling stories, does just that. It's about making an impression that doesn't just linger, but invites further exploration. - Creative content is distinguished by its ability to make an emotional connection with the audience. It's not about presenting a list of features, it's about telling a story that evokes feelings, compelling the audience to become invested in the narrative and, by extension, the brand. - Through creative content we can showcase the unique aspects of property and services, bringing them to life in a way that facts and figures alone cannot. This not only promotes understanding, but also increases appreciation by showing potential clients why what we offer is worth their investment. - In the competitive field of real estate, standing out is crucial. Creative content allows us to highlight what makes our offerings distinct, providing that competitive edge that draws more customers. - Ultimately, creative content isn’t just about generating interest; it's about converting that interest into actions. By engaging potential clients at different stages of the sales funnel, creative content drives towards that goal—converting viewers into buyers. Reflecting on this, it’s clear that creative content isn’t a separate entity from our sales strategy; it’s the heart of it. From the moment we capture a viewer's attention, through to building an emotional connection and demonstrating the unique value of our offerings, creative content is the thread that weaves through our sales narrative. It's what turns potential interest into concrete sales, distinguishing our approach in the real estate visualization sector.

The most impactful content marketers create space for creative thinking. The proliferation of B2B content is the highest it’s ever been, but we rarely hear the stories from the creators on the struggles for how we get there. Oftentimes, the creativity behind the best B2B marketing content is taken for granted by teams. The creativity of the content marketer gets hindered by endless meetings, financial pressures, and time constraints. The creative process of the content marketer is unique. It’s one of a kind to the individual. It’s impossible for executives, managers, and teammates to fully understand what content marketers need to be creative unless we communicate those needs clearly. Literally, everything around us is constantly trying to kill our creativity and it should be a priority of the content marketer to find the space to keep creativity alive. This means: 🧃Protecting time to not only think, but to focus on the topics we’re trying to explore  🧃Finding ways to take a break from the action by going on walks, meditating, or listening to music  🧃Setting the right expectations with the people we work with so they understand what we need to keep the creative juices flowing Content marketers NEED creative environments to do great work. It’s not easy to win the hearts and minds of our customers and future customers through content, but having the space to do it is always the starting point. Lindsay McGuire from Goldcast is an advocate for prioritizing creative space when creating content. I recently had a conversation with her about how she prioritizes organization, communication, and self-care to create the building blocks for working in creative environments. She shares insights on how to smash through obstacles and always keep creativity alive when everything around her tries to kill it on the latest episode of Modern Day Marketer. Hit the comments to listen. Happy Friday. 🧃

Been thinking about this after a few recent conversations with brands.... In the rush to digitize and scale, many sub $5 million brands (and many bigger) are overlooking a critical component: creativity in marketing. Here’s the reality: the last three years were a sprint to capture digital real estate. SEO, PPC, performance marketing... While important, here's the twist – the creative aspect took a back seat. Why does this matter? Creative isn't just fluff. It’s differentiation. It’s your brand’s voice, your ethos, your connection with the customer. In a sea of sameness, creative is your lighthouse. But here's the actionable part: It's time to rebalance. Audit your marketing mix. Are you investing in creative storytelling? Is your brand's uniqueness front and center? If not, pivot. Now. The brands that weave creative mastery with digital efficiency are set to dominate the post-pandemic market. Remember, creativity is the unsung hero of marketing - don't let it be your brand's missing piece. #creativity #marketing #digitalmarketing #branding