Marketing Creativity

I came across a video from Jordan Peterson the other day which I think is an important message for all the creative people out there. I encourage anyone to watch it, despite your background or view on creativity because it hits the nail on the head.

This dialogue made me think about how difficult it is to monetise creativity, which is an issue raised by Mr. Peterson. In a world driven by capitalism, how much room is there for creativity, or even what priority does it hold? In the video, it expresses and elevates this need as well as delving into the psyche of creative people.

So how can you market creativity? To create demand for your product, it needs to provide a solution, but even then how will people know about what you’ve created? You have to shout about it to your audience. But how can we do that without any capital? The hurdles go on and on, but it is achievable. I’ve had over a decade of experience in digital marketing, working with shoe-string budgets and making the most of the resources available to me, which a lot of the time were next to none. What I’ve found is that in marketing, you succeed by being both creative and analytical.

Marketing is all about knowing your audience and communicating to them in the right way. The more creative your communication, the more engaged they become. This is something I talked about in a previous blog post about engaging emotional responses. Ideally the message should be strong enough to encourage sharing and referrals. However, this doesn’t happen overnight. It’s a consistent effort driven by analysis of results, adapting and improving through a cyclical process. So what are the steps of marketing creativity or being creative with your marketing...

1. Website - The hub for all of your information which should be used as a central point for all of your activity. This is where your content starts and aggregates out to other platforms.

2. Analysis - What's your audience looking for? Where are they coming from? How are they engaging with you? Once your website is up, get Google Analytics on there to understand these metrics, so you can make the right decisions in the future.

3. Consistency - Continually push your message and content out there. Use a blog or sharing platform to do this.

4. Marketing - Once you're starting to get a good understanding of your audience and have enough data to make the correct decisions, you can start to think about investing some budget into your marketing, through paid search or paid social campaigns.

5. Do it again - Continual analysis and improvement is the key to success. Constantly evaluate and analysis the results to make better, more informed decisions.

The bottom line is, if you want to market your creativity, get it out there in as many ways as possible, analyse the results and continue with what delivers the best results, improving along the way. Remember, it will take time, be patient and try to enjoy the journey!