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Give your creative marketing some direction

By Sam Rose

Head of Content


AS a writer, one of the most difficult things for me to do is to choose a topic after being told I can write about anything I want. Anything? I would think. The possibilities are endless! It’s wide open. In fact, not only are the possibilities endless, but they are also beginning-less.

Where on earth do you start when you have free rein to do anything you want, and no direction to follow? Comparatively, if someone were to tell me I could write an article but it had to be somehow related to beach holidays (or in this particular case, creative marketing), that gives me something to work with. Sometimes limitless options can actually stunt creativity. It is within the confines of a specified topic, a short word count, a niche audience, when we have to pull out all the stops and find creative solutions to the problem we are presented with.

Marketing your business online is much the same. In order to compete within your industry, no matter what it is, you need to be a little creative with your website, social media presence and advertisements. And in all of these cases, there are so many ways in which to advertise your business – using pay per click advertising on Google, a wide variety of social media platforms, email marketing, link building, ebooks, video, and so on. And of course, there’s your website itself – pages and pages of opportunities for you to explain who you are, what you do and why people should buy from you. You can use blogging, testimonials, case studies, product pages, and more to express yourself. Again, the possibilities are endless – and beginning-less.

Given the chance, you could probably talk about your business until the cows come home. There are so many aspects of your offering to show people, but in order to be productive and unleash your creativity, you need to narrow your focus. What’s the most important message you’d like to send to your customers, if you could only tell them one thing? Can you sum up your USPs in a sentence? Which of your products would you most like to push? What is the most important thing that makes your product or service useful for that target market? And then, what words or images can you use to summarise this information? Focusing on the smaller details of your product and business can give you more differentiation and direction, and when it comes to writing and designing digital marketing collateral, that is when your creativity will flourish.

For help with your digital marketing, contact SilverDisc on 01536 316100 or email

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