In this episode of the Marketing Evangelist Network, we sat down to discuss content creation with Russ Perry of Design Pickle.
What is Design Pickle? Aside from the most creative name to appear on the Marketing Evangelist Network, it’s a subscription-based graphic design company where the customer can request specific types of content they want produced.
Most anyone in the content game has a story about outsourcing content creation.
Russ is no different. He used to own an agency, and that experience taught him what not to do. He saw a huge gap that existed in producing quick, but high-quality design work. The need was not overly complex, but the simple fact businesses needed more and more quick and punchy design for social media of content and there was no one filling that need.
Russ saw clearly the agency model doesn’t serve that need, he decided to really hone in on that niche and provide a solution that’s much like a SaaS company.
A steady stream of content is the dream of most any marketer. But with many content departments running a lean staff, it can be difficult to make sure that quality is evenly distributed. So when it comes to getting a fast turnaround on must-have promotional content (like eBook covers, blog headers, landing page graphics) marketers are finding a great match in Design Pickle.
Russ is increasingly seeing marketers breaking up longer pieces of content into “snackable” pieces. So instead of creating a 12-page whitepaper, marketers are learning they can get a lot more mileage out of creating six two-page whitepapers and distributing them out incrementally to their audience.
It’s sort of like a serialized show. The content is spread across longer periods and is more constant, and the audience in turn knows that it’s there and more is coming.
Russ is also seeing a lot people getting creative and “hacking” his tool. It’s his view that marketers are getting really creative and “batching” things together for a more uniformed user experience.
Marketers are running into a sort of learning curve. It’s easy to become “siloed” into a way of doing things and become unaware of how to perceive the new innovations in the industry. So they take baby steps with new types smaller content, according to Russ, which leads them to be surprised with seeing results at such a fast pace.
We covered a lot more in this episode. Watch the video to discover:
- How much design is “owned” by marketing departments? Is there a better way?
- What are some of the coolest current content trends?
- Russ’s favorite and most interesting content project he’s worked on
- Cutting-edge content formats
Links & resources:
Russ on Twitter: @russperry
Russ on LinkedIn: Russ Perry
The Company: Design Pickle
Latest blog posts from Russ: Fresh Pickles
Thanks for tuning in! Catch the rest of the Marketing Evangelist network here.
Meet Justin Gray
Justin is a serial entrepreneur and the CEO and founder of LeadMD, the world’s largest revenue operations agency having implemented over half of the Marketo user base. Justin has made a career of launching successful companies and scaling them, with successful exits of over 200MM+ in the last decade. Justin’s latest endeavor launched in 2016 when he co-founded Six Bricks an online learning startup designed to combat employee and customer churn through experience-based education. Over the past 10 years, Justin has emerged as a strong voice for entrepreneurship, marketing and culture. As a recognized speaker, Justin has been published over 350 times in industry publications and holds his own column, Tribal Knowledge in Inc., while writing for Entrepreneur, Tech Crunch and others. Justin and his wife Jennifer met over marketing and three years later welcomed their son, Grayson, into the world in April of 2017.