Creativity is a fickle skill. By that, we mean that creativity is an ability that is difficult to measure or to “turn on” at any given moment in time. In fact, if you ask someone to come up with a creative idea on the spot, 99 times out of a hundred they’ll be unable to. Given that fact, managers at large companies need to understand how to manage marketing content creators. These are the people who write blog posts, design web pages, and build websites. And managing “creative types” can be a bit of a challenge –– particularly for professionals without firsthand experience of the craft. To that end, here are four tips for managing creative pros effectively:
- Set Goals in Advance
No professionals likes to have an assignment sprung on them at the last minute. However, creative professionals require time to complete tasks, and it’s virtually impossible to cobble together a major writing project on short notice. Make sure you have a system in place that affords writers and designers the time they need to get the job done.
- Don’t Micromanage
Content creators in particular resent being micromanaged. The creative process is rarely linear or straightforward, and it’s filled with digressions, edits, and alterations. Resist the urge to look over your employees’ shoulders or to make minute suggestions about word phrasings or term selection.
- Establish a Collaborative Culture
Many may assume that content creators perform their best work alone. Yet, that’s not actually true. Many writing and design projects benefit massively from edits made by other creative professionals. Indeed, catching spelling or grammatical mistakes within your own writing, for instance, is very difficult. Managers need to foster a positive creative culture that allows for the exchange of ideas in a respectful fashion. It’s very easy to bruise someone’s ego without meaning it – particularly if you’re criticizing their work!
- Keep Things Fresh
Boredom can wreak havoc on content creator’s productivity levels. As such, content managers should look for innovative ways to break up what can become a monotonous job. Consider having employees switch assignments for the day, which will give them the opportunity to learn about new things. Or, alternatively, you may decide to form a low-stakes contest. For instance, offer free lunch to whomever can come up with the funniest social media post for the business. Little things like this can help keep your creative wing focused, sharp, and motivated.
The Bottom Line
It doesn’t matter if your team is attempting to boost awareness of STI screening or promote a new brand of toaster, the right management style can help bring out the best in a creative unit. Understanding how your employees tick will provide you with a blueprint for ensuring they remain as productive and energized as possible!
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