From Creativity to Content

Tracking the Operational Impact of Siloed Content in the Marketing Supply Chain

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Overview

Organizations looking to capture the attention of their customers have become increasingly reliant on imagery, video, graphics and photography as part of the marketing arsenal. It is human nature to be drawn to visual engagements. In fact, 40 percent of people will respond better to visual information than plain text (Zabisco).

Marketing is responding to customer behaviors and desires by ramping up the creative machine to generate more content. According to the Content Marketing Institute, 69 percent of marketers are creating more content now than they did one year ago and 70 percent of B2B marketers will be creating even more content this coming year. AOL and Nielsen estimate that there are over 27 million pieces of content being shared each day. The figures get even more staggering when you consider just one form of content creation: every day, infographic production increases by 1 percent (Zabisco).

Let’s consider one area of graphic asset creation: video. According to the CMO Council and Nielsen’s “State of Digital Brand Advertising” report, marketers are not just testing the waters with video, but are shifting major spend away from more traditional communications and into online video to reach and engage their customers. Some 65 percent of brand marketers indicated that investments into video increased between 2013 and 2014, with 49 percent saying those budget dollars shifted from offline advertising allocations.  Looking into 2015, some 82 percent say that investment online video will increase, with nearly one in three marketers saying that increase will be substantial.

This boom in investment into graphic assets like video, photography and illustrations begs the question: How are marketers planning to maximize these investments to ensure that operational silos don’t stymie customer engagement success? And how is this costly portion of the marketing supply chain impacting the organization?

Tapping into creativity to create visually impactful experiences is rarely the problem. The real challenge far too many marketing organizations face is accessing the output of that creativity, be it through photography purchased, procured or produced across the organization, the videos being shot, edited and posted online, or graphics being developed for web, print, infographics or presentations. 

As marketing turns to automating the massive machine called the marketing supply chain, where and how are graphic and visual assets being shared, filed and managed across the organization? Are the core images that now define the brand experience accessible to the entire organization, or are there simply no controls, measures or metrics that can be applied? Or are creative assets being siloed within functional or operational groups? How can marketing facilitate the breakdown of these creative walls to create more robust experiences and content to activate customer excitement, loyalty and action?

The CMO Council will conduct a brief audit of marketing leadership to better understand where and how siloes are being dismantled and avenues for collaboration, centralization and automation created to help maximize the impact of visual assets.  The strategic brief will outline best practices and key questions that must be asked to understand the operational impact of siloed creative content.

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Facts & Stats

Seventy-two (72) percent of marketers say visuals are more effective than text. - Digiday & Chute

On average, visuals perform 4.4x better than text. - Digiday & Chute

Eighty (80) percent of those who use insights from UGC say the information is helpful in guiding their marketing. - Digiday & Chute

Sixty-five (65) percent of marketers say they lack the time and resources to be effective at visual marketing. - Digiday & Chute

Eighty (80) percent of marketers see their visual content being created by everyone from consumers to competitors as a threat. - Digiday & Chute

Fifty-six (56) percent of marketers say high cost is a major challenge to creating effective visual marketing. - Digiday & Chute

Forty-nine (49) percent of all marketers spend at least a quarter of their day on visual marketing. - Digiday & Chute

Visual marketing will take more than a third of marketing teams' entire budgets in 2016. - Digiday & Chute

Streamlining the creation of visual marketing in 2015 is a priority for 58 percent of marketers. - Digiday & Chute

Sixty-nine (69) percent of marketers are creating more content now than they did one year ago, and 70 percent of B2B marketers will be creating even more content this coming year. - Content Marketing Institute

Some 65 percent of brand marketers indicated that investments into video increased between 2013 and 2014, with 49 percent saying those budget dollars shifted from offline advertising allocations. - Nielsen

Looking into 2015, some 82 percent say that investment online video will increase, with nearly one in three marketers saying that increase will be substantial. - Nielsen

In 2014, the amount of video posted by people and brands in Facebook's News Feed increased 3.6 times. Video posts per person have increased 75 percent. - Facebook

Tweets with images receive 18 percent more clicks, 89 percent more favorites and 150 percent more retweets. - Adweek

In 2014, 39 percent of B2B buyers identified that they share infographics on social media frequently. - Demand Gen Report

According to a recent study, images and photos are the most important tactic in optimizing social media posts. - B2B Marketing Mentor

Visual content is a key component in each of the top 5 most effective B2B marketing tactics. - Hubspot

In a recent study 86 percent of buyers expressed some level of desire to access interactive/visual content on demand. - Demand Gen Report

Social Media Examiner recently asked marketers which forms of content they most want to learn about in 2015. Creating original visual assets took first place, followed by producing original videos. - Social Media Examiner

Read

Articles

January 2015 - Experts Share Visual Content Mistakes to Avoid - Content Marketing Institute

January 2015 - 11 Ways to Make Visual Content More Effective - Web Marketing Today

December 2014 - Why Visual Content Will Explode in 2015 - Forbes

August 2014 - Visual Content: The Key to Effective Brand Storytelling - Content Marketing Institute

September 2014 -  Why Are Infographics So Darn Effective? - Hubspot

May 2014 - The Importance of Visual Content - The Next Web

April 2014 - Seven Tips for Jumpstarting Your Visual Storytelling Strategy - Convince and Convert

April 2014 - Five Best Practices for a Visual Content Marketing Strategy - Business 2 Community

Books

E-Book: A Visual Content Marketing Strategy

The Power of Visual Storytelling - Ekaterina Walter and Jessica Gioglio

Program Themes

  • Marketing Performance
  • Marketing Supply Chain