Week 10: Creative Content Strategies

Welcome everyone to another week of my blog. In last week’s blog, I dove into the creative process at Digicom. If you have not read last week’s blog, I would highly recommend it. At my onsite job at Digicom, one of my key responsibilities has been submitting creative requests to their creative team. Digicom values creative testing and knows that their clients always need to be testing new advertisements within their campaigns. There are many different styles of creatives that can be made for a client. Through my experience interning at Digicom, I have been able to learn about these different creative formats.

A common creative strategy is a value proposition advertisement. This type of creative might have a checklist or bullet points explaining the benefits of an advertisement. This is a very common type of advertisement for a reason. It works. In order for someone to buy something off of a digital advertisement, they need to either recognize the brand or see how the product will add value to their life. A value proposition ad should highlight why the user needs to buy the product, which is why this style is an effective strategy. Another creative strategy that Digicom utilizes is a UGC advertisement. UGC stands for user-generated content. An example of UGC is a content creator talking in their car about a hair product that has been working wonders on them. User-generated content should seem raw and not be too “salesy.” When someone stumbles across this advertisement, they should not even realize it’s an ad. This advertising strategy is effective because it can drive more user engagement and garner more trust than a typical ad.

Finally, another advertising format that Digicom employs is article content. Digicom has a blog, which they utilize to write content for their clients. Article advertising is a great advertising strategy when selling expensive items. If someone is going to spend hundreds of dollars on a product, most likely they will want to read reviews and anecdotes about the product. What makes this strategy effective is that when someone stumbles across an article ad on Facebook, they might read the article and then want to buy the product.

There are many advertising formats. I have submitted many creative requests to Digicom’s creative team. What I have learned from this experience is that different strategies work for different businesses. Article content might drive the best outcomes for a subscription business, while UGC content might work better for a makeup brand. In order for a business to know which strategy is right for them, they need to conduct creative testing within their campaigns. If you have not read the Week 4 blog, I would highly recommend it to learn about the creative testing process. Thank you, everyone, for tuning in to another one of my blogs. Next week will be my final blog. See you then!