Smart Marketer Podcast

How ‘Flexible Use Content’ Can Help You With Your Creatives

by Molly Pittman

As a Marketer, you will always need evergreen content to use and splice together for powerful year-round Ads. In this episode, Molly Pittman talks to the Creative Manager at The Smart Marketer Agency about “Flexible use content.” Ben Bennett shares the framework and the need behind it and how they use this idea to test and improve their clients’ creatives. So, if you are looking for ways to fight creative fatigue, test hooks quickly, and find your creative style (and more), this episode is for you.

“When your content goes out and crushes it, it’s a double-edged sword, right? It burns through quickly. So we’re always needing more and more content.” Ben Bennett.

You Will Learn:

  • The difference between Flex Use Content and B Roll?
  • How to think about your content differently so you can quickly test multiple hooks
  • Why you need to be creating problem-focused content

And More…



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Time Stamps:

00:00 “To make great ads, we need things that will visually tell that story to support the text and the voiceovers we will use in the future. Right? So, this is the mindset shift we want to get into when we’re shooting content: we need to tell stories visually without using dialogue. Kind of like a charades or a mime game, right?”. Ben Bennett

01:20 Who is Ben Bennett?

04:08 The beauty (and goal) of any Junior Position

07:24 Let’s Dive In: What Is Flex Use Content?

09:00 What Makes A Piece Of Content Flexible?

12:55 An Opportunity Marketers Often Miss (Problem Focused Content)

14:08 Try This Exercise

15:35 How you can get the Smart Marketer Agency’s Flex Use Content SOPs

16:20 The Lego Blocks You Need To Move Fast And Create More

17:45 What’s at stake when you don’t adopt this framework?