How can you implement a scalable Creative Strategy across platforms and channels?

A good strategy knows no channels or media, it starts with a good analysis of the market. The most important part of the market is people who buy your stuff. So just ask them what their desires and wishes related to your products are. What barriers to enter the category they faced. What keeps them from using your products. Why they love them. How they use them. What they would change. If you know all these qualitative facts, validate them. Make a survey. Find out how many people think the same way. Then decide based on the data what your objectives should be. Base your tactical measures on these objectives, and you‘ll see that channels and touchpoints fall into place automatically.

The process of implementing a creative strategy that scales across platforms and channels is about the designing a complete approach. The team needs to identify and respect the company’s brand identity and values. And, of course, knowing the target audience is the starting point for all creative strategy. The approach has to be holistic with an adaptable framework across multiple platforms.

Create a unified brand identity and messaging framework, then customize content templates for each platform, regularly analyzing performance data to refine and optimize your scalable creative strategy. Collaborate cross-functionally to ensure consistency while tailoring content to suit diverse audience preferences and platform requirements.

Craft buyer personas: Understand your ideal customers' desires and needs. Think of them as friends you're creating for. Speak their language: Tailor content to each platform and channel, addressing their specific interests and preferred formats. Templates are your allies: Develop flexible templates for brand consistency while allowing platform tweaks. Repurpose with a spin: Adapt high-performing content across platforms, catering to each audience's preferences. Data is your guide: Track performance, refine personas, tweak messages, and optimize templates for maximum impact. Remember: Your audience is the hero. Understand them, speak their language, and deliver value – that's the key to unlocking truly scalable creativity.

Make sure to keep your brand’s look, feel, and core principles uniform wherever you show up. Staying consistent not only makes your brand more recognizable but also builds a stronger bond with your audience.

Set clear content goals using SMART or OKR frameworks. For instance, aim for a 20% increase in engagement or a 15% rise in conversions within a quarter. Key metrics to track include reach (aim for 30% growth in audience size), engagement rates (target a 25% improvement), and loyalty (enhance retention by 10%). These specific targets help quantify success and guide strategy adjustments.

Set clear content goals using SMART or OKR frameworks. It is important as well as define and negotiate Key Performance Indicators and more in general what you expect in return of your investment in time and resources

Objectives Checklist: 1. Target Audience 2. Funnel data 3. Tactical hint 4. Metrics with numbers 5. Timing Example: Increase the proportion of cat owners in large cities for whom our products are ?suitable“ from 20 % to 35 % by the end of next year. Growth ideally comes from small packaging sizes that are easier to carry. It‘s not hard.

Defining clear goals and metrics is vital for content success. Utilizing frameworks like SMART or OKR ensures your objectives are well-defined and achievable. For instance, aiming to increase website engagement, we set a specific goal to boost page views by 30% within six months using the SMART criteria. We identified KPIs such as daily page views, average session duration, and bounce rate to measure our progress. This clear target, coupled with precise metrics, allowed us to tailor our content strategy effectively, resulting in a notable increase in engagement. Setting concrete goals and tracking relevant KPIs like reach, engagement, and conversions are essential for assessing the impact of your content and guiding strategic adjustments.

Goals and corresponding metrics need to align with what the media channel is mainly used for - so while engagement is the main metric in social media - within that Shares are the top end kpi for Instagram vs likes being more akin to YouTube For mainline channels like Tv one can have goals like brand search volume growth and/or direct website visits

Implementing a content calendar streamlined our content strategy, ensuring consistency and alignment with our marketing goals. By planning out blog posts, social media updates, and email newsletters in advance, we avoided overlaps and filled content gaps efficiently. For our product launch, the calendar helped us schedule timely announcements and follow-up content, resulting in a cohesive narrative across all channels. This not only kept our team organized but also significantly increased audience engagement and campaign impact. A content calendar is indispensable for maintaining a steady flow of high-quality content tailored to your audience and objectives.

Content calendar is an essential part of the social media but don’t let it consume more time and effort than the actual brand. Always have your content calendar to be fun and informative to grab attention and also give info about the company itself we have moved into a world that is fast paced and the essence of the post the viewer must get it in between 2-3 second so always keep that in mind

? Unify your brand's identity ? Adjust content for each platform - It's not a one size fits all scenario so take the initiative ? Study the data and use it ? Plan ahead - Use a content calendar ? Take the criticism & use it - Feedback is important no matter how you feel about it ? Stay on trend ? Monitor, track & measure performance. Then Iterate & Optimise

Utilize a content calendar with tools like Trello or Asana or Google Sheets for effective planning. Aim for a mix of 60% informative posts, 20% interactive content or creative content, and 20% promotional material monthly. Schedule 4 videos to maintain engagement. Include content type, topic, deadlines, and responsibilities to align with goals. Tools like CoSchedule offer analytics to monitor individual post performance, ensuring deadlines are met and content strategy is optimized, leading to improved productivity and content impact.

Creating an editorial or content calendar for your creative schedule is the best way to schedule your outreach. The calendar allows you to see the holistic view of your plan and avoid redundancy, account for frequency and fill any gaps.

Anyone who has pretested their assets with SYSTEM1 and follows their content knows that ads don‘t ?wear out“. In fact, if you have a great ad, you can and should run it for years. Find a good campaign platform to then add different formats around it and experiment with new channels. You‘ll know it‘s not the idea if a new way of reaching the audience doesn‘t deliver as expected.

Leverage content by repurposing it for various platforms, transforming a blog post into a video, podcast, infographic, LinkedIn post, or newsletter. This strategy enhances reach, engagement, and brand recognition by presenting consistent messaging across channels. It's vital to keep the core message intact across formats, ensuring brand consistency and optimizing resource use, thereby extending your content's lifespan and appeal.

Repurposing a single blog post on digital marketing trends, we created a series of engaging formats: a concise video tutorial for YouTube, a podcast episode for in-depth discussion, an infographic highlighting key stats for social media, and snippets for our email newsletter. This strategy not only broadened our content's reach across platforms but also catered to different audience preferences, enhancing engagement without the need to generate new content from scratch. Efficient and effective, repurposing content maximizes its value and reach, proving a cornerstone in our content strategy.

I love A & B testing to give me the insight to improve and also to be more creative if needed. But I also like to seek for ways to be more efficient and use the right content on the right platform/channel and connect to the audience they way they expect. That also means that one content piece can be utilized in several ways (paper, blog, video, infographic) to trigger different People via different channels

- Utilize A/B testing to gauge content efficacy. - Employ surveys and analyze comments for direct audience feedback. - Leverage analytics for performance insights. - Apply heat maps and click tracking to understand user engagement patterns. - Pre-launch testing with these tools offers critical data, guiding content optimization for better usability and accessibility. - Tailored adjustments based on concrete metrics ensure content resonates, streamlining campaign effectiveness and enhancing user experience.

To optimize our content, we employed A/B testing on email campaigns, revealing preferences that guided our strategy. Surveys and comments further shaped our approach, highlighting areas for improvement. Tools like heat maps and click tracking offered insights into user engagement on our website, leading to significant usability enhancements. This cycle of testing and refining, grounded in audience feedback and analytics, ensures our content continuously evolves to meet user needs more effectively, enhancing engagement and accessibility.

Putting the customer at the forefront of your goals is essential, as they are the ones using or buying your product, ultimately driving its success. Understanding their behavior, preferences, and needs through testing provides valuable insights to shape content that resonates, ultimately yielding the best results.

To implement a scalable creative strategy across channels, it’s important to establish the overarching creative strategy, themes, tone of voice, and visual direction, while curating all available existing assets and plan of action for creating new ones. Understand which media channels you’ll be activating on, what each ad type looks like, and what each placement looks like. From there, take your overarching creative strategy and tailor it to each channel, platform, ad type, placement so that it’s unique and native to each one. Consider the psychology of the user on each channel, and ensure your choosing the appropriate copy and visuals to meet the needs of the user in the time and place they’ll be experiencing your creative campaign.

In terms of creative strategy, one size or approach definitely does not fit all. While it can be extremely valuable to learn from what has worked (and what hasn’t) for others, it is also extremely important not to use their experience as the basis for your own creative strategy. Know your audience, know your data, and make it a priority to review metrics and revisit the strategy at regular intervals in order to plan for scaled implementation.

Having the foundation of a strategically-founded Creative Platform to scale across apertures from, provides a north star of inspiration and discipline.

I'll share one of the best pieces of advice I've heard regarding video content. "You can't edit it if you don't film it". It was getting towards the end of a commercial shoot and the first time director was about to wrap the set early. That's when our producer asked if we could just do one or two impromptu takes and some b-roll behind the scenes. The videos were a hit and those final moments of footage behind the scenes took on a life of it's own that added an incredible amount of value to the campaign.

A scalable creative strategy entails more than just the risk of failure; it necessitates a deep understanding of the subject matter and other relevant factors. It's not merely about adhering to a particular style; rather, it's about comprehending the audience and the styles they resonate with. Beyond aesthetics, the crux lies in the relevance to the audience, enabling a profound understanding of the subject matter.