A lot of companies have all the ingredients needed for creating a great content marketing team. There are excellent writers, marketers, graphic designers, and developers. In spite of having this expert team, they often fail in creating the perfect website.
The Problem of Working in Silos
The marketing department and the design department can make or break the success of any company’s content. The graphic designers and developers may come with the best themes, interactive designs, engaging images, and inspiring background music. The writers and marketers may also do a fantastic job of providing informative elements, interesting insights, and engaging data.
- Then how is it possible that the website lacks good content?
- What can designers and marketers do to ensure maximum client value?
- How do designers and marketers develop captivating content?
Here are some steps that you may take to ensure the success of your design and marketing team.
Communicate the “Whys”:
It is essential for the marketers, writers, and designers to have a clear and precise understanding of the ultimate goal of their work. They should be provided with specific information about the products, services, marketing agendas, deadlines, and deliverables before the start of the project.
A lot of time, money, and energy are saved when marketers and designers have a distinct knowledge of company expectations. Any new project will get a terrific jumpstart if the questions, doubts, and ambiguity are solved at the very beginning.
Communicate the “Whos”:
It is very important for both the marketers and designers to have a clear idea about their target audience. The written content, as well as visual designs, need to be in sync with the people who are going to be using it.
Marketers should share details regarding products, end-users, demographic details with the content writers and designers. If the website is targeting niche clients, both the content developers and designers should have a clear idea about it. Only then will they be able to create a platform that is attractive for the client.
Using project management software such as Slack can make it easier for leaders to create processes that inherently support and value collaboration between the different team. This alone can bring about groundbreaking innovation in your company.
Content is King:
A lot of times companies are unable to come up with the perfect content as they rely too much on graphics and imagery. Even with the best designs and attractive visuals, the website effectiveness will not be possible if the written content is not good.
Companies should always remember the words of Bill Gates, founder of Microsoft Corporation, “Content is King.” The first step towards better content is that writers and marketers need to provide their design team with the written content as a backbone for design development.
If the graphics and designs are developed keeping in mind the written content, their effectiveness will improve substantially. Great written content is the secret to fantastic graphic designs.
Each department is looking to maximize its functions. While designers focus on creativity and visual aspects, marketers aim to improve bottom-lines and meeting deadlines. It is extremely difficult to bridge a balance between both. This leads to a lack of information and collaboration.
Lack of communication between the different departments ultimately results in a fall in productivity. Nothing is more frustrating for writers and designers than having to re-work on their assignments due to lack of information.
Seamless collaboration between marketers and designers results in great content. It is important to have a continuous free flow of information taking place. The marketing team should have an idea about the creative aspects while the design team should have clarity about the expectations of the marketing team.
Using software can greatly enhance collaboration between departments. Technology allows better team collaboration, website management, and client management to take place together. Duda, for example, was built for agencies to maximize scalability and to establish clear division of labor. The platform includes solutions for automating client-facing communication like CMS onboarding, analytics reporting, and project milestone alerts. It also helps to streamline workflows from mockups to launch, with team-shared libraries of design elements, granular role management, editable style sheets and commenting threads that can be pinned to specific spots on prototypes.
Collaboration leads to consistency and seamless flow of the website. The website developers and marketers should share and explain technical terminology with the designers. The creative team should also explain creativity nuances with marketers. Effective collaboration ensures that each team has understood the other one.
In current times, a lot of companies are creating crossover departments for better teamwork. Crossover departments are very helpful in creating positive synergy between different departments.
When marketers get involved with the design team they get to learn about different designing concepts. It gives them an idea about the challenges faced by the design department. They are able to get a better understanding of creative aspects.
Also, when designers work closely with the marketing department, they get a deeper insight into the products, services, and customers. The designers get a greater understanding of customer preferences, their likes and dislikes, and seasonal choices.
Creating cross responsibilities helps in solving deadlocks, problems, and better troubleshooting. Even if graphic designers and content marketers don’t always work together, it is important to create crossover working conditions at regular intervals. Also, if you are working with freelancers, it is extremely important to provide updates on changes, developments, and issues to them.
Regular Follow up:
Regular meetings and follow-up sessions are essential for ensuring this smooth running of this system. A one-time meeting may not be enough to solve and resolve problems in the long run.
Regular follow-up sessions may be encouraged so that each department is able to share their problems and challenges with the other. Such sessions help the teams to convey problems regarding aggressive deadlines and unbearable workload. These follow-up meetings are also very important for clearing doubts and uncertainties.
Marketing will not be effective without stunning designs and eye-catching visuals. And beautiful designs will fail to succeed without engaging word content. Unity between writers, marketers, designers, and developers is the key to a well-performing website.
The maximum and effective output is a direct outcome of greater collaboration between departments. Henry Ford, has beautifully summed up the importance of greater collaboration, “Coming together is a beginning, staying together is progress, and working together is a success.”