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ME Network Ep 46: Russ Perry and New Styles in Content Creation

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.

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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.

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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.

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