In a world where content has the potential to deliver your most exciting business and marketing objectives, how do you identify the BEST stories that carry your message, without losing your customer?

Brands and Content Marketers continually tread a fine line between really engaging an audience, and losing them when their messaging becomes too direct, to much of a sales pitch. If you’ve already started on the content marketing journey, you’ll know that you must start with exactly what your audience is interested in, before your own message. We find this tenet to be particularly valuable in our work as a video content agency.

So how can we help you align your own messaging and your story, with the customers points of interest, so the two appear as one? There is a way.

In all of our blogs, we commit to bringing you the most objective and most extensive pool of expertise that we bring to our own creative each day. In this article we’ll impart some of our ‘secret sauce’, to help all of you who want to develop your own. Use these techniques to inform all of your content marketing strategy and creative commissioning. We hope they’re as useful and award-winning for yourselves as they are for us.

The secret to creating great content:

1 – Use a journalistic approach

There are many journalists and documentary makers within our teams at ShootMedia. As a former journalist covering home and international stories for national UK television audiences over a decade, I was part of a team that delivered and explained the what, where and when of the day’s events as it happened.  But the greatest skill we learned, which is as essential for brand storytelling as it is for capturing history as it happens, is how to communicate the ‘Why’ and the ‘What It’s Like’, to be there. To ride on the shoulders of those we are watching and know what is pushing them.

Audiences need to understand what is driving every story, to feel what motivations and what missions are at play. Capture the essence of yours, and you can use it to inform every message you create for your audience; it is what audiences desire from content, to connect emotionally. Brand messages are so much more powerful when we discipline ourselves and make stories and messages relatable in this way.

2 – Start with your mission

Consumers are savvier than ever, and can spot a sales pitch a mile off so cranking up the music, winding up the edit, and plugging the benefits may seem like a good idea, but your audience may not agree. So how do you choose the right angle that unlocks the potential of your content marketing?

Start by capturing the mission that drives you to provide the product or service. Then bottle the challenge you experience along the way, and show the human struggle involved, the journey you’ve been on. Give honest, authentic access for viewers to see and empathise with what you experience as you create something so perfect. It might actually be such an imperfect, modest and humble human endeavour, it’s just you carry it out with passion. Purpose and mission underpin all great communication. You can’t beat it!

3 – Surface the machine

Explaining the simple order and process that has been adhered to.

This feels so reassuring, as to become hypnotic in the hands of the right storyteller. Delivering authentic, explanative content to your channels and across the entire content strategy is paramount and can help build creative that not only engages but also delivers marketing results. Great explanation of process underpins organic search, the lifeblood of the internet, so you’ll be building in the likelihood of higher ranking content across your channels.

4 – Tell your story in the biggest way, or the smallest way

There is something inherently interesting in the scale of things.  This is never to be ignored as a way of telling the same story from yet another angle.

Take a closer look and give the audience who live such busy lives the power of microscopic vision, show them detail they’d never notice in the usual daily rush.

Use close up camera work, or expansive, epic framing. Employed sensitively, can unlock aspects of a story that match your values. It’s a subtle way of pointing out to your audience that you share the same interests, are human in how you deal with the topic.

The rules above can all be seen in the video below, rediscovered Levis long socks. See if you can spot them in action. Remember they are just a way of creating an engaging and objective experience for the audience. Messaging must never dominate, never overtly be an advert, but used subtly you can remain aligned with the subject matter, and you can make the emotional connection that will engender your audience.

We captured these moments for the wonderful design agency and long-standing partners in content creation, GBH. We used an evocative documentary feel to capture the re-creation of an early pioneering long sock, bringing together craftsman and a rare Bentley Comet 048 knitting machine. This film, a classic all of its own, now sits preserved in the UK’s National Film Archive by the British Film Institute, captures a sock of intriguing and historical proportions!


Learn more:

Want advice on how to make your own great content? Join our next event

When: April 2019 breakfast event tickets available, use the link below.

Where: Searcys St Pancras Restaurant and Champagne Bar.

Insights: Our next breakfast roundtable will show how to create and apply the best assets that will bring your content marketing programme together across the whole customer journey, from promotion to engagement, and conversion.

Book now