Marketers and creatives must effectively work alongside one another to produce content for a company. However, creative teams often have a different perspective and a unique process that may be foreign to a marketing team or another potential collaborative group - and while creative teams and their processes may not always mesh well with your own team’s efforts, simply implementing a few changes can make a difference in boosting your creative team’s result.
That’s why it’s important you have a good collaborative relationship with your creative team so that your business can foster creativity and production. On top of that, increasing communication likely makes each individual’s job on your team much easier.
By identifying these simple areas to improve, you’ll be able to alter your actions to encourage the collaborative process and lead your efforts to successful solutions. Continue reading to learn just how to do this.
Encourage clear communication between teams
In order for teams to effectively collaborate, there needs to be a level of clarity between individuals. While there are plenty of ways to communicate, space and time can present a problem for some team’s collaboration processes. However, with the implementation of proper tools, space and time should not present a setback for collaboration.
Luckily, with today’s technology, there is no lack of systems that allow for live communication. Live communication through face-to-face interaction limits the barrier presented by emails or other written communication which might inhibit true understanding.
Teams can connect and collaborate in real time by using tools such as Skype or Google Hangout to interact and converse. This allows for ideas to be bounced from one person to the next in real-time without the delay that can come from communicating by way of email.
Build a better brief to eliminate misunderstandings
With fewer than 23% of creatives believing that marketers deliver briefs that offer clearly defined parameters, it's no wonder that there can be a strain in collaborative efforts. When you find yourself to be unhappy with the results of a project it's important to look at what instructions you provided rather than place blame on the creative team immediately.
You should never send your creative team nothing at all when starting a project nor should you give them a two-sentence request. To convey the message in your mind of what you would like to receive back, your work request should be comprehensive, even sometimes including bad examples.
Set clear goals prior to collaborating
Collaboration can easily spiral into indefinitely iterating, looking for a shifting idea of perfection. But, with no clear end in sight, how useful is collaboration?
Without defined goals, collaboration can’t yield any benefits to the creative process. That’s why goals and objectives should be established and put into clear focus from the beginning.
It's important to note that the roles of individuals involved in the collaborative process can be incredibly fluid, however, you should work to establish a management structure in order to ensure a useful result from the process. This includes electing a project manager to mediate the collaborative process, encourage healthy dialogue and foster the creative environment.
Give actionable, timely feedback
There is a clear gap in self-perception when it comes to feedback between creatives and marketers. While marketers think they successfully deliver useful feedback in a timely manner, a majority of creatives simply don’t agree.
Actionable feedback is required in order to make the necessary changes and more accurately achieve the purpose set out by the creative brief. Besides providing useful feedback, it should also be delivered in a timely manner. Changes can take time, and waiting until the last minute to chime in can negatively impact the creative process. Tardy feedback can be detrimental to the relationship between teams as well as result in a final product that isn’t on target.
Encourage clarity-seeking questions
Most creatives state that they actively reach out for clarification when delivered underprepared creative briefs. Unfortunately, marketers reportedly have the opposite opinion in this situation, stating that creatives often underdeliver yet never search for answers that would help them to better meet the project requirements established by the marketer.
While not all marketers agree that creatives reach out for clarity, there is a potential solution: over communicate! As this is a collaborative effort, working as a team will help to solve areas of weakness like effective feedback being lost in translation. Consistently communicating throughout the process will result in fewer mishaps and produce better results that are delivered on time.
Take the first steps by implementing available tools
With the ability to collaborate with individuals across time and space comes the need for tools that make managing these long-distance collaborative efforts run smoothly.
With plenty of turning gears and moving parts during the creative process, having a tool that consolidates the various steps specific to the creative process allows for easy navigation and proper execution of tasks. Slope puts your workflow in one central location with its project management platform that allows for more effective organization, planning, management and collaboration of creative projects.
Building lines of communication and implementing strategies for better collaborative results will take time and effort from both ends. By putting into practice the suggested steps for improved collaboration, there will be less strain between teams and overall better results will come from it.