Right brain vs. left brain, it’s easy to separate the two, literally and figuratively. The issue in doing so, though, lies in the competition. In viewing the two as rivals rather than allies working toward the same goal.
One of the ways you’ll often see this type of mentality played out is within your very own content marketing team. On one end, there lies your creatives (the right brain dominant individuals). From design to campaign conceptualization, they’re artistic and highly attuned to the emotional aspects of both your customer and brand story.
Look to the opposite end of the spectrum and you’ll find your analysts (the left brain dominant individuals). Data, facts, logic—these are the factors upon which they operate. They base decisions on the black and white, relying more on metrics than intuition.
These two, while different by nature, are not incompatible. In fact, they need each other and fuel each other. Creativity is needed to see beyond the numbers, develop audience personas and connect with audiences in the digital age. And data is needed for the sake of creativity, in defining the what and how behind the content being created.
To help your designers, content writers and creators and videographers understand how to think analytically, start by providing them applicable metrics. Here are some KPIs your creative team should be tracking.
Campaign Performance Metrics
When marketing teams talk about reporting as it relates to content marketing, they’ll often begin by searching for that perfect tool—the one that can measure it all. What they fail to consider first are the metrics they’ll actually need to measure. What are the data points most likely to help your team define success?
Most of the time, creatives are completely left out of the equation. However, in order to evolve and deviate from copy and visuals that aren’t resonating with audiences, they need to remain aware of the overall goals. And, more importantly, they need to know the story data has to tell regarding audience interaction.
As stakeholders themselves in the implementation of your content marketing campaigns, encourage them to track things like:
- Conversion rates for landing pages
- Social post engagement (i.e. shares, comments, likes)
- Video marketing engagement (i.e. average view duration, play rate)
- Open and click-through rates for email
The ultimate outcome desired is likely to influence the number of resources devoted to it. And while you don’t want to stifle creativity with hard and fast time limitations, you still have to function efficiently and effectively as a business.
By tracking time during ideation and creation, creatives are better able to prioritize projects as they’re assigned. This helps ensure they actually have the time needed to do what they do best and produce content at a level that’s impactful to the bottom line. Define averages, when possible, around the amount of time it will take to develop content by type (i.e. blog, video, landing page, etc.) and around opportunities to atomize materials as they arise.
Project management tools are especially handy when helping creatives track broader project data. In smaller companies, for example, it’s likely that your creative team is utilized across multiple departments. With this in mind, labeling projects by the department and noting trends over time prove useful for the sake of prioritization, as well as future team expansions. You can also choose to track project duration, approval rounds required, number of individuals assigned to any particular task, etc. to help shed light on areas of inefficiency.
How do you hold your creative team accountable across all of the projects they contribute to? Let us know in the comments below! Or let us know at @powerpostsocial!