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If marketing’s the bread, creative content’s the butter. 

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Great marketing needs great creative content and great creative content needs great marketing. The two go hand-in-hand, and although a little clichéd, they’re just like bread and butter. One without the other would lead to something quite dull and possible even a little bit cringe-worthy. 

Marketing in our eyes is the message, it’s the words on the page, it’s what we want to say to our audience. But words on their own are pretty powerless and unlikely to instantly capture the attention of a passive audience. Creative content, on the other hand, is the element that gives a marketing message oomph. It changes the way we say things by catching the attention of our target audience, all while subtly bringing each and every word to life along some sort of journey that will then leave them feeling as though they have just experienced something great with YOUR brand. 

When we approach a project, we like to think about how both marketing and creative content will work together, to bring out each other’s best qualities and to have a much bigger and better impact. Marketing and design specialists are both creative in their own rights, but their thought processes tend to be a little different. When the two combine forces, the results can have an amazing influence on an audience and one that is likely to create a lasting bond with your brand.     

Take for example, an infographic. An increasingly popular method of translating complex information into a meaningful, attention-grabbing visual that viewers can easily understand and act upon. Infographics are a terrific example of how both marketing and creative content bounce off one another and they also rectify the point that one without the other would be almost useless. 

If we were to pick apart an infographic, take away its colour, the funky icons, imagery and the clever layout, we’d be left with a lot of random words on a page which would leave a lot of people very confused (if it had managed to grab their attention in the first place) and vice versa if we were to remove the words and leave just the creativity. Ultimately, it would fail to achieve its overall goal because a crucial piece of the jigsaw is missing. 

To really encourage people to pick up a brochure and turn the page, we recommend you think about both elements simultaneously when planning any sort of marketing activity – Just like we do! The idea is to merge both elements strategically, with the intention of creating an experience that an audience is likely to remember. 

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