Build your Creative Business through creative content and digital marketing

March 14, 2011

Not very long ago the service website was an extension of a firm’s print collateral. It was little more than an online brochure, presenting basic information about the company. More recently, however, the function of the website has begun to shift from providing general information to generating qualified leads.

This excerpt from Sean McVey’s guest article on the marketing website Valuable Content sums up really well how a high-performing website is now a rival to the traditional golden word-of-mouth referral; a long-built standard for even the small and micro business today.

Adding creative content to a website that implores the reader to re-visit for more tid-bits, is a device being used by successful business websites.

To translate into jargon-free terms, for a creative business and individual, if you want to generate more sales through your website it’s important to allow your visitor to interact with it, maybe download a research article as Sean McVey suggests, or read an guest blog post you’ve submitted.


A guest blog submission to Created in Birmingham Website

Another area would be to consider how your professional profile and your overall businesses digital presence feeds into your new website.  When approaching a digital marketing project it’s easier digested by breaking the creative content into three stages;

Analysis and Research: The basis of any time and resources invested in developing a brand, it’s status and digital presence should start with a good foundation of research.

Creative consultancy can help identify where your product sits in the marketplace and how will this be established by a new web design and social media networks. There are going to be key marketing activities, such as tailoring any social media profiles, writing copy that fits each market sector, helping build a stronger identity for your creative business.

Implementation: To fulfil your website’s sales destiny it’s important to produce consistent brand, product and personal messages for business to use in all marketing outputs.

Information can be added to your new beautiful creative website that allows it to be found easier by search engines, identified correctly, and viewed as reputable by it’s visitors.  Adding a social media network to your digital presence, approached with the same creative content strategy, lets you monitor, listen and correspond with your clients, consumers, suppliers and the media.

A business Facebook 'Page' is a good way to communicate about your activities

Monitoring and Measurement: It is important that you can use, monitor and see who is using your new website and digital marketing networks, what areas are popular, where it needs tweeking and identify how well it is running in terms of driving sales.

Even better is to see how the new measures against the old: in conjunction with starting social media activities such as a Twitter account, its possible to measure a return on your investments, where visitors ‘land’ into your site, and how any social networks feed traffic to your site, and in turn how any of this correlates with increased orders.

Creative content for creative business is a mouthful, but as part of consultancy services to creative business, it’s very possible to add value to your web presence and grow your business.

Let me know if I can propose some digital content for your business – Laura K Pollard.

Know your Media and collaborate – Coventry Conversations

January 11, 2011

Coventry Conversations; a series of speaker programmes at Coventry University, celebrated its 4th birthday last year. 2011 will take the scheme forward again.

The Bull Yard - a Coventry postwar Shopping Precinct

Upcoming events include, Jon Snow (@jonsnowC4), Channel 4 News Broadcaster, and social media advocate, will talk about his journalistic story on Feb 1st, and on March 9th The BBC College of Journalism will talk Investigative Journalism as part of the Fourth Cov Con.

Founder and Inventor John Mair (@johnmair100), brings together renowned and respected Journalists, Academics and Entrepreneurs offering advice, questions and direction for students of media and broadcast journalism. It strikes me that the events appear to be an example of an open-data approach to media education.

I will be attending, tweeting and live-blogging from the first discussion ‘Working the Media’, led by Professors David Bailey (@djbailey) and Simon Chadwick (@prof_chadwick) of Coventry University, on January 20th.

Over 2.5million people worldwide have downloaded recordings of the media debates by podcast which are available through Coventry University’s website, and Mair is quoted as saying he is keen to take the events global as a brand, driven by a world-wide “appetite and intelligent talk about the Media by serious movers and shakers.”

The Guardian’s Dan Sabbagh writes that collaboration is the third part of the equation to be added to creativity and commercialism in order to achieve journalistic success.  Designers, businesses and artists in the fashion industry for instance, have long found success through collaboration and it’s a trend that seems hard to ignore.

What about emerging Creatives, Writers and Designers? I would advocate and promote a collaborative approach to development, support and business mentoring for graduates working in creative industries; to fill the gap left by the closure of public bodies being closed under government cuts. But are there other approaches and what are the effects of our current economic state to this process?

The funding crisis affecting Universities is also felt in the business support services for the creative and media industries. I understand from media reports that Business Link will close this year, and when speaking with Birmingham office I was told Creative Launchpad, a scheme funded by the organization to help startup creative businesses, has already been terminated due to funding cuts.

It is clear that getting the mentoring or support that would have once been available to business startups or enterprises will be more difficult in 2011. However, the optimist in me says, success will be found in those that engage, converse and excite their audience and market, and these events are exactly how information and ideas can be fed to graduates; and knowing how to work the media isn’t optional if your business or scheme is to succeed in a multi-platform, digital world.

What do you think?

I’d be keen to hear from any students and/or graduates, about their experiences of the events, or their views about relationships with media and communicative digital technologies.

See Coventry-Conversation-lineup-for-2011 for a full diary of events

Information about live-blogging from the event will follow, get in touch if you wish to participate.

Follow my Twitter feed for more information and discussion of international media, design and culture

Survey Questions for Trend Report 2011: Interiors

December 29, 2010

As part of an upcoming Trend Report into Interiors for 2011, I am canvassing opinion on Trends, primarily within the subsector of Interiors and Interior Products for Design.

Having blogged recently about the trend for austerity within interiors, I’m keen to here from people who use or take note of trends in their work within the creative sectors.

How important is it to know what’s ‘on trend’? Do you find the whole concept a little flighty and lacking in substance?

If you’d like to voice your opinion and answer a short survey on Trends in Design, please click here to join the debate


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