I once had a client who would say “get creative!” as a locker room type motivation to write a break-through direct mail package. Of course, I’d get creative — that’s my job. But sometimes, it doesn’t come to you as quickly as you’d like. In a world full of pressure to break through, today I’m sharing new research, and four ideas, that support how you can …
I once had a client who would say “get creative!” as a locker room type motivation to write a break-through direct mail package. Of course, I’d get creative — that’s my job. But sometimes, it doesn’t come to you as quickly as you’d like. In a world full of pressure to break through, today I’m sharing new research, and four ideas, that support how you can “get creative.”
There is new research evidence that substantiates how the act of walking stimulates creativity. The report from Stanford University researchers said “walking outside produced the most novel and highest quality analogies. Walking opens up the free flow of ideas, and it is a simple and robust solution to the goals of increasing creativity and increasing physical activity.”
Among participants, 81 percent improved their creative output when walking. People “became more talkative and within that chatter were higher-quality creative ideas.”
For those of us in marketing, our job is to “get creative.” Meetings and conference calls can be good for generating group-think ideas, but in my experience, it’s the solitude of thinking deeply while walking, or engaging in other non-work activities, that result in the best creative outcomes.
With that in mind, I share my top four ways to “get creative.”
- Take a walk. Taking frequent walks — daily when my schedule permits — has been one of my obsessions for years. I’ve made it a point to live where great walking trails are just steps from my door. Before I start my walk, I read or research the specific topic that I’m thinking through so I’m set in the right frame of mind.
- Go to the gym. Like many people, I really have to crank up my motivation to hit the gym. But every time I’m walking out the door of the gym after a work-out, I can honestly say I haven’t regretted the time. As I mentioned about walking, it’s helpful to put a specific problem or task in your mind before a work-out.
- Engage in a hobby. For over 23 years, I’ve sung in an international champion caliber performing chorus. It requires weekly rehearsals plus about 15 to 20 public appearances annually. In our time-crunched lives, it’s really tough to carve out an evening a week for rehearsals, plus one or two evenings for performances each month. But some of my best ideas have come while I’m rehearsing or performing while my thoughts are away from work.
- Get out of the office. This one is easier for those of us who freelance (I’m writing this from a coffee shop). Not so easy if you work inside an office. So a word for senior managers: Encourage your marketing and creative staff to leave the office and think — and if practical, take a walk outside.
Finally, a word about the amount of time a marketing or creative person should set aside to be creative. My personal recommendation is a balance of one to two hours daily should be allocated for any of these suggestions. To some, this may seem like way too much time away from a desk or computer screen. But from personal experience, it’s what most creative people need to stay on top of their game.
But the bigger challenge may be to give yourself permission to go about activities that help you “get creative.” You (or your boss) may need to suspend work ethic guilt to make any of these recommendations work. It’s why Google has an 80/20 rule that encourages employees to spend 20 percent of their time on passion projects not directly impacting their normal job. Or why some companies have a gym inside the office.
What do you do to “get creative!”?
(Looking for tips about how to attract more customers? Download my free seven-step guide to help you align your messaging with how the primitive mind thinks. It’s titled “When You Need More Customers, This Is What You Do.” Or get all the details in my new book, “Crack the Customer Mind Code” available at the DirectMarketingIQ bookstore.)
I recently got my hands on a copy of Joe Pulizzi’s new book, Epic Content Marketing, and I can’t say enough good things about it. Pulizzi has figured out how marketers can apply publishing techniques to marketing objectives, and, along with a couple of other leaders in the category, like Ann Handley and Joe Chernov, has articulated an entirely new type of marketing. One that really works, especially in B-to-B
I recently got my hands on a copy of Joe Pulizzi’s new book, Epic Content Marketing, and I can’t say enough good things about it. Truth is, as content marketing has exploded in the last couple of years, a jillion books on the subject have come along. But this is the one to acquire for your marketing library, for two reasons. First, it’s your one-stop shop on the entire subject, from strategy and planning, to thorny execution matters like measuring the ROI. Second, Pulizzi himself stands at the epicenter of content marketing today, having founded the Content Marketing Institute, and speaking all over the world on this hot new marketing field.
But, as Pulizzi points out early in the book, marketers have used content for centuries, in the form of custom publishing like The Furrow, a print magazine for farmers published by John Deere since 1895. Pulizzi should know, having headed up custom publishing for Penton, which is where I first met him. In fact, he commissioned me to write a piece of content for Penton, on B-to-B retention marketing techniques.
Since then, Pulizzi has figured out how marketers can apply publishing techniques to marketing objectives, and, along with a couple of other leaders in the category, like Ann Handley and Joe Chernov, has articulated an entirely new type of marketing. One that really works, especially in B-to-B.
Here are five of the great marketing ideas I picked up from Epic Content Marketing:
- Content formats that I’d never thought of. Pulizzi discusses the usual B-to-B content marketing suspects (blogs, white papers, case studies, e-newsletters, articles and videos) in a meaty chapter on Content Types. But here are several possibilities for sourcing content that were new to me: An e-learning curriculum, online news releases, executive roundtables, discussion forums and teleseminars.
- The importance of telling a great story. Most of us in B-to-B prepare content around business problems, focusing on technical information, how-to material, and industry trends. But Pulizzi reminded me about the importance of including the personal. The “What’s in It for Me” benefits couched in business stories, that smoothly draw in readers and keep their attention.
- Visuals as a delivery mechanism for complex information. People respond to graphics, movement, and especially images of other people. So designing and condensing rich information into charts, images, infographics, videos and other visual formats is a great plus for business buyers, as well as consumers.
- Focus on securing subscriptions. Pulizzi makes a compelling case for promoting content delivered by subscription, like newsletters and social media follows. Customers and prospects who agree to hear from you regularly are likely to be your most valuable audience. To accomplish the subscription mission, you have to deliver valuable fresh content consistently, and promote the subscription vehicle with vigor. Pulizzi notes ruefully that, even though we all hate them, pop-up display ads have proven to be a powerful subscription recruitment device.
- Why your website needs to be the platform where most of your content is housed. Pulizzi explains the importance of owning, versus renting, your content platform. When your material lives on Twitter or LinkedIn, it is not under your full control.
I recommend Epic Content Marketing to everyone who sells to business buyers.
A version of this article appeared in Biznology, the digital marketing blog.