You may have heard us using the expression “let the creatives create” before. It is now my favourite expression to describe the objective of a business focused content management implementation and you can learn more about what this means in this article and recent webinar.
I say business focused because, over the last two decades of being in this industry, I have certainly seen project implementations where apparently the business objectives and the needs of the business user are forgotten as the focus instead shifts to technology, plumbing and infrastructure, moving away from the true objective of enabling a creative function (usually marketing) which efficiently engages the consumer.
I have to admit that I did not come up with the excellent phrase “let the creatives create”. It was in fact coined by one of our clients, James Naylor, who is now with Slimming World and was formerly a technology leader at Hearst Magazines UK (which publishes various magazines, like Cosmopolitan, Esquire and Good Housekeeping).
As a publishing industry technology veteran (if he doesn’t feel too old by me calling him that), James understands the role which systems play in enabling the creative process. I also believe that as marketers in the age of Content Marketing, we are all becoming publishers . Brands are creating their own media outlets and marketing teams are hiring journalists, so we have a lot to learn from the publisher’s experience and people like James.
Therefore it was fantastic to grab a slice of James’ time and record some of his views in a recent webinar hosted by the lovely folks at Marketing Finder . During the webinar, James took us through the challenges of and his approach towards creating a system and process environment that, in his words ‘lets the creatives create”.
You can watch a recording of this webinar here on our website.