STRATEGY

STRATEGY

Five questions to ask when investing in filmed content


– If your organisation is investing in filmed content at scale, is the best investment of your time in finding the cheapest production partner, or formulating the smartest strategy?

– When you’re commissioning a filmed content project, is “how much is this going to cost?” the best way to start the conversation, or is there a smarter way?

– When you’re considering a partner for your filmed content program, is your above-the-line agency your best option, or could an agile specialist be a smarter way to go?

– When you’re thinking about what you want your filmed content to do, is “go viral” the only benchmark that matters, or are there more measures of success you should consider?

– Is going low-budget for a single-channel piece of filmed content the best way to maximise your ROI, or is an holistic approach to a program of work that considers every channel a smarter way?

Utilising our proprietary strategic framework, we can develop a content plan with stretch across channels and through tiers, which spreads your total investment over a program of content, over a period of time.
We feel this is the best way to deliver maximum value, in terms of the quality of execution, reaching and connecting with the right audience, and which provides tangible and intangible bang-for-buck.

Andrew Marsh is the principal of Marshlandia.

STRATEGY

How to make filmed content worth making.


For businesses and organisations, the demand for filmed content has grown exponentially in recent times.
But it’s a challenge to get content “right”: to meet the demand in terms of volume, but also deliver content that is relevant and valuable to audiences – and which delivers value to the client commissioning the work.
It’s a challenge compounded by a reduced degree of certainty of success, thanks to the fragmentation of the media environment and radical changes in audience behaviours, all of which places ever-increasing pressure on budgets.
So, how can you ensure the investment you make is worthwhile?
We believe the answer lies in taking an holistic approach to filmed content, underpinned by creative excellence and best-practice production methodologies.
This starts with identifying all external and internal touch-points for which video is commissioned within an organisation, and reviewing the content for quality and consistency of execution, opportunities for re-purposing, financial outlay, and the investment of time and head-hours in its creation.

Utilising our proprietary strategic framework, we then develop a plan with stretch across channels and through tiers, which spreads the total investment over a program of content, over a period of time.
We feel this is the best way to deliver maximum value, in terms of the quality of execution, reaching and connecting with the right audience, and which provides tangible and intangible bang-for-buck.
In short, it’s how we help clients make filmed content worth making.

Andrew Marsh is the principal of Marshlandia.