Before we make content, we understand the problem.
Most production companies open with "What video do you want?" We start with a better question: what needs to change in your customer's mind or behaviour for your business to get closer to its goal?
From understanding to an action plan
Understanding your business and audience
We get clear on the product or service, the ideal customer, and what they want, struggle with, fear and are motivated by.
Market and competitor research
We look at what competitors say, what's become repetitive in the market, and where there's room to stand out.
Positioning and brand message
We define your difference, value proposition and core message in language the audience can evaluate and act on.
Content strategy and campaign ideas
A publishing calendar, content pillars and campaign ideas, each with a defined role in the path from discovery to consideration to purchase.
A discovery call starts with these
- What does the business sell, and to whom?
- What does the ideal customer want, struggle with, fear and care about?
- Why should they choose this brand over the alternatives?
- What proof do they need to trust you and feel less risk in buying?
- What exactly is the role of content in discovery, consideration and purchase?
- What data, over what period, will we use to judge success?
Would your audience actually pay even $10 for what this brand sells? The question we ask before making any content.
Trust means helping people judge realistically
People buy to solve a problem, reach an outcome, avoid hassle, feel good or reinforce their identity. At the same time they doubt their choice: wasted money, unknown quality, no support afterwards.
Building trust means helping customers judge the offer realistically and reducing uncertainty, not manipulating their emotions. In beauty services, for example, a beautiful image isn't enough. Safety, the practitioner's qualifications, realistic expectations and cost all need honest answers.
Five roles a brand's content can play
Strategic Insights
Education about content, marketing, building trust and the difference between attention and sales.
Creative Portfolio
Real, AI and Hybrid work shown with the goal and idea explained.
Business Problem Solving
Analysis of real business problems and the logic behind choosing a solution.
Proof & Case Studies
The problem, strategy, execution and verifiable results of projects.
Behind the Strategy
Research, scriptwriting, behind-the-scenes and the creative decisions along the way.
A good report says more than how many people watched
Our reports explain what we learned and what we'll do next. The right main indicator depends on where the customer is in their journey:
| Stage | Useful indicators |
|---|---|
| Awareness | Reach among relevant people, quality of views, branded search. |
| Engagement & trust | Relevant saves and shares, genuine questions, signs of familiarity and credibility. |
| Demand | Qualified calls, direct messages and form submissions, visits to service pages. |
| Conversion | Lead-to-customer rate, traceable sales. |
| Economic efficiency | Customer acquisition cost (CAC), customer lifetime value (LTV), return on investment where there's enough data. |
Honest evaluation sometimes needs tracked links, campaign codes, separate forms, a CRM and sales data. Attributing every sale to one video is rarely defensible. Marketing, pricing, product quality and the sales experience all play a part.
Let's work out what needs to be made first.
Book a discovery call. We'll talk about your audience, your competitors and your business goal.
Book a discovery call →