Collaboration Between Marketers – Marketers can be

Marketers can be confident that the creative work they produce will best meet their needs, while creators are reassured by a defined structure in which they can work to create content. Another challenge that can impede effective collaboration between marketers and content creators is that the two teams can have very different goals. When quality is used as a criterion for evaluating content, it opens the door to disagreements between marketers and creators about the true meaning of “quality. By working together in regular meetings, understanding each other’s needs, and announcing in advance the goals of all the content to be produced, both parties can rely on their ability to create performance-based content that supports the success of the campaign. When both teams are aligned, each of these objectives can support the other: Marketers can benefit from cutting-edge creations, while creatives appreciate knowing that their work is producing results. Creative people must also learn how their creations contribute to campaign performance to better understand what marketers need to leverage their creative resources. When these results are openly discussed and pre-approved by marketers and creators, campaign success becomes much more likely. It is also about hoping that marketers and creators will be in regular contact with each other so that both groups can succeed. One way to overcome the barrier that results from the different objectives of marketers and creators is to focus on project outcomes rather than attractiveness or aesthetics. For content creators to effectively meet marketing needs, both teams must communicate regularly. Performance marketers must learn to provide creative feedback that encourages projects to improve the outcomes of individual assets. For example, marketers often wonder if the assets created by their teams are moving the needle in relation to their campaign objectives. But there is another challenge that can limit the effectiveness of content: the lack of collaboration between creators and marketers. Instead, teams should use the regular meetings described above to determine the desired outcomes for each content to be created. This is particularly true when companies use freelance creatives or other external collaborators; “out of sight, out of mind” can pose a very real risk to collaboration. Neither merchants nor creators can control the boat alone.