KEVIN GREEN, CREATIVE DIRECTOR, RAPP DALLAS, RIFFS ON THE VALUE OF TEMPLATES WITH MARKETO

"In marketing circles, “template” can be a dirty word. To many professionals, it implies you’re not creative enough to generate anything original. Maybe this is because “creative” is often synonymous with “ownership:” Every artist wants to look at his work and say, “This is mine.” Besides, who wants to show employers and clients a portfolio filled with cookie-cutter content?

Ask any writers, musicians, or sculptors why they do what they do, and they’ll probably say something about connecting with people. This couldn’t be more essential to marketing, a field dependent on reaching and resonating with an audience, so it might seem logical to avoid the template or “cookie cutter,” right?

Not necessarily."

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