In the agency or at the advertiser, people in charge of content marketing must constantly imagine new concepts to whet the appetite of consumers and turn them into leads. The creative brief stage is therefore a compulsory step… Facing you, you must therefore deal with those called “creations”… The goal of the game: translate the concept into images and into impactful words and sellers… Not so simple, huh? Here are some common sense rules for a successful creative brief …

Write the brief

Any project should start with this. It is not the easiest thing, but formalizing the brief in writing in a document already allows, for oneself, to be clear with all your needs, even to refine them. Lots of models and articles on the subject exist here or there.

Training & Co'm

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Don’t re-invent the wheel

Let’s be honest, you can have the idea of ​​the century, but someone may have had it before you … Content marketing is also a lot of recycling. Giving references and specific examples of what you expect will help the creative to understand your request. Use Google images / Videos or stock photo platforms or even sample campaigns from your competitors. This preliminary research work is time consuming, but it is essential. Don’t skip it …

Test several creative tracks

When you have an excellent idea, the tendency is to rush in headlong … Error! Raise your head, and think that in the end the people who will judge the creation will not necessarily have the same sensitivity as you … Play it safe: ask the creative to work on several axes (3 or 4). You can narrow your choices later.

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“Drive” intelligently created it

At the start of the project, stimulate your “creator-collaborator” by giving him carte blanche. Even if you have a definite idea of ​​the result, let it express itself and bring you new ideas. You will bring it later, smoothly to the imagined concept. So do not be too directive, because the worst is to fall into a relationship where the designer does exactly what his client wants … Nothing worse … This translates into a certain renunciation, and it often gives bad results …

Think Corporate…

It’s sometimes frustrating, but the “pretty” should never take precedence over the brand image. Even if your first reaction is “Woaou, j’adore !! “. The real question is: “Does this respect the charter, the editorial line and the objectives …?” If the creator’s role is to bring ideas and put them into images, yours is to be the guarantor of the brand. Think about the objectives, the targets, do not let yourself be subjugated by the “beautiful” when it is not coherent. Rest assured, the two can also be compatible…

Avoid compromise …

It’s the worst enemy of creativity… You’re never alone on a creative project and there are multiple subjectivities. Take the test, present a model to your colleagues around you, there will be as many opinions as there are people interviewed … When one commits to a creation, you have to go all out and the goal is not to do pleasure to everyone. Decide, accept your choice, at the risk of blurring the message and losing impact.

be honest

We say that creatives are susceptible … Yes, but never mind … Anyone can get confused. If the expected result is not there, do not beat around the bush and say it frankly. A true professional will be able to hear remarks if they are constructive and justified…

Good luck!