Over the years, I’ve produced content for many different kinds of clients. From large corporations to small businesses, international non-profits and even individuals- no matter who I’m designing for, I can count on them all needing a creative solution for their marketing. But creativity is subjective, isn’t it? Some people find it hard to justify the expense. So why, exactly, is it worth every penny to work with an experienced designer?
The simple truth is, design at its core isn’t really about making something look pretty. Good design and effective communication is achieved when the “why’s” and the “how’s” are considered- why has that product been developed? How is this website supposed to function? Does the user interface make sense? Is the message we’re broadcasting speaking to our target base? Is our marketing working?
The Value of a Creative Professional
Why Engaging Content is Vital to your Success
You may think making a sale comes down to meeting a customer’s needs and beating a competitor’s price– and if so, stating that information should be more than enough to attract new clients. If you hire a creative professional to produce additional content, aren’t you wasting your money on unnecessary fluff?
In reality, a successful business can’t just rely on a decent product or price to carry them. Before they can sell their banking app or organic ice cream, they need to get their product in front of their target audience, and entice that audience to actively identify with their brand. Thanks to the sheer volume of information out there, you’ll never convince consumers to commit to a sale if they don’t even know your name. Brand recognition and digital footprint development can only be achieved through content marketing.
Content marketing has a hand in nearly everything you do, from shaping your company’s sales approach, to your branding identity, and even your internal culture. If your business develops great, engaging content, you can expect to see a drastic increase in lead generation- all at a significantly reduced cost from more tradition methods like direct mail. With a creative professional at your helm, you can steer your brand towards unique content that is enthusiastically received by your target audience.
of online buyers read content published by a brand they identify with
happily engage with marketing if it's relevant to their interests
of consumers purchase from a website if it has editorial content
of a consumer's online time is spent engaging with custom content
of decision-makers prefer learning about a product from articles over ads
of the online purchasing cycle is complete before consumers speak with sales
Successful content marketing is all about nailing three key concepts: value, relevancy, and consistency. Valuable content is content that your audience enjoys and responds to, typically because they feel they’ve learned or gained from what you’ve provided them, or because they connect with the ideas you’re presenting to them on a personal level.
Relevant content is work that speaks to the audience’s wants or needs, and answers the question that brought them to your webpage or store. If you’ve ever wondered why Google will direct you towards certain search results, it’s because that website has crafted an article, video, or other piece of content that addresses your search terms in an intelligent manner. Relevant content isn’t just expert information that you as a reader are more likely to trust; but content that contains enough accurate information that other readers have decided to trust it too. The more people view, link to, and reference your content, the more trusted (and therefore, relevant) it becomes.
Finally, the best content must also be consistent. Consistent content is valuable, relevant work that is pushed out at a reliable pace. For example, Google will favor sites that are constantly being updated with new information, versus sources with static activity. Keeping a website active with meaningful content that resonates with your readers is challenging, but rewarding, as brands that embrace these three concepts find that their content marketing has driven consumer action- and therefore, increased their income.
Why Hire a Creative Professional?
When you hire a creative professional, you’re ensuring that these questions drive the production of your content, which consequently sires a strategic, effective branding platform. There is a noticeable and significant difference between a logo developed by a reputable designer, and an image thrown together in Word or purchased for five dollars from an offshore website (I’ll give you a hint: those cheap “designs” are usually stolen from other artists or knock-offs of existing logos, and yes, they can get you sued). An effective design will be custom-created to playfully meld with or intensify a brand’s identity, or perhaps even define that identity altogether. It’s vital to invest in good content. If you understand the value that a solid brand identity brings a business, you’ll find many compelling reasons to hire a creative professional. When it comes down to it, you really can’t afford not to.
Businesses need high-impact marketing to leave a lasting impression on customers and survive in the competitive global market space. Investing in the right kind of collateral makes all the difference. Deciding to hire a creative professional is a smart way to develop a collection of custom materials that improve your brand’s presence and keep your focus firmly on running your business. If you would like to get started on your journey to a better brand, drop me a line! I look forward to getting to know you.