Creative Intelligence - Issue 3
Hello and welcome to Creative Intelligence, Formative’s monthly LinkedIn round-up of key trends, insightful research and best practice from the world of B2B marketing and communications.
It’s been a busy few months here at Formative HQ as we support clients new and old on a range of marketing content, campaigns and projects. As ever, the industry continues to evolve at lightning speed and GenAI continues to make its presence felt.
Here are our key takeaways from the past month to help you stay ahead of the curve.
Comics for the G20
Getting across complex, emotive and difficult messages, for example around social issues, is a major challenge for any comms professional. Reaching new audiences with these topics can be an even bigger challenge.
While illustration and the use of comic book style to tell these stories might not necessarily be new, this project for Brazil's G20 Presidency, partnering with May Solimar, a publicist, designer, illustrator and comic strip artist, caught our eye.
From human rights and climate change to social, racial and gender issues, the strips tackle a wide range of issues. Check them out here and find out more about the project.
Doing your diligence around distribution
All too often we see distribution treated as an afterthought, the less-loved sibling of strategy and creation. But, what's the point of great content if it's not reaching its intended audience?
Paid social, in particular, remains a vital tool for B2B content, as it allows effective targeting of niche or small audiences.
And, helpfully, LinkedIn has now released some creative tips to help your Ads strategy on the platform, analysing LinkedIn Ad performance and testing it against perceived best practice.
There are 6.5 principles on the list (don't ask, we don't know what half a principle is either). Read about them here or why not contact our superb social team to talk more about your paid strategy? They might even round out that half-a-tip into a full 7.
Elevating your long-form content
We spoke last month about deep-dive report launches, but you don't need to keep all your visual storytelling tinder dry for just the big releases.
Here at Formative, we believe that with some subtle tweaks to your process, a bit of technical knowledge and some joined-up thinking, you can effectively elevate your long-form content - whatever your budget.
Here are our 3 top tips:
领英推荐
AI and equity
Can AI help to create equity in the workplace and address talent scarcity? Our client, Randstad, thinks it’s part of the solution.??
We’ve been delighted to support the world’s leading talent company in its latest thought leadership initiative around AI & Equity, highlighting the stark divide in access to AI training and opportunities.???
Our Formative creatives delved deep into the original data to develop an in-depth study that has become the foundation of a LinkedIn campaign.
The campaign will culminate in a LinkedIn Live on 3 December to mark?International Day of Persons with Disabilities.
Register here for a thought-provoking panel discussion on how organisations can empower this group to unlock their potential.
Bluesky thinking
A new social media platform is emerging... Bluesky is rapidly gaining traction and users, largely seen as a response to X's direction under Elon Musk and Threads' tighter restrictions on political content.
As the chart below shows, usage has surged in the United States. But what does it mean for marketing and comms professionals? Should you dive in headfirst? For most, it's probably one to watch for now, with overall user numbers still well behind other established competitors - X and Threads.
But, if resources allow, there's also power in being an early adopter, and if the current growth momentum is maintained, it could be an increasingly powerful platform in 2025.
Building exec profiles
The C-suite is increasingly recognising the power of social media, particularly LinkedIn, to build their personal brand, boost company visibility and influence their industry.
But how can busy execs effectively use LinkedIn to benefit themselves and their business? Formative's Kate Whiting offers 7 (no 6.5s here) top tips to help leaders harness the potential of LinkedIn.
Want to learn more about how you can support your senior leaders to build their LinkedIn profile? Then drop us a line to hear how we've already offered cross-industry support to a range of execs.
We’ll be back next month to update you on the latest marketing trends, but if you’d like to know more in the meantime, get in touch: [email protected].
Author: Joe Myers