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Definition: Creative content

What is creative content?

Creative content is a broad term that refers to the different types of media that companies use to communicate and promote their products and services—and the brand itself. This includes a variety of content formats such as blogs, e-books, photos, and brochures, but it also comprises rich media assets such as promotional videos, digital ads and photography.

Creative content can be produced in-house, usually by the design team, but brands sometimes opt to use the specialized services of a creative content agency. To produce high-quality creative content that promotes the brand effectively, organizations can rely on a number of products and software designed to support creative services and streamline workflow processes. Maintaining brand consistency is pivotal when producing any kind of creative content, that's why brands also adhere to strict brand guidelines to safeguard their brand identity.

From social media to more traditional channels, creative content fuels any content marketing strategy. But how do you know if your content marketing is good enough? Read our recent blog: "What is good content marketing?" to find the answer.

Producing and sharing creative content has a variety of benefits. It helps build trust and rapport with customers, boosts product and brand awareness, promotes brand recall and drives sales and conversions. Busy brands of all sizes and sectors can produce and manage creative content quickly and at scale using creative automation.

What are the most effective types of creative content marketing?

The best formats for creative content marketing depends on the type of business and the brand’s goals and objectives. Here are some of the most popular types of creative content marketing to consider:

Blogs
Blogs have a wide variety of content marketing benefits. They solve problems, answer questions, and demonstrate thought leadership. When creating blogs it’s important to choose topics that speak to customers at specific stages in the buyer journey. Blogs should also include a strong call to action, good use of keywords, and a compelling title.

Videos
Video content is an excellent format for brand promotion. Often an explainer video is far more effective than a lengthy guide. Furthermore, brands can now personalize content to address the specific needs of a segment of prospects.

E-books, guides, and infographics
E-books and guides are excellent tools for lead generation and give brands a valuable opportunity to explain their brand and product in a detailed, entertaining way. E-books are also a good way of offering gated content in the customer journey, providing they deliver sufficient value.