With new formats being constantly added to the media landscape, there is a continued need for brands to produce more content than ever before to stay relevant. Not only do they have to create more assets to fill always-on publishing schedules, but they also need to ensure the content feels authentic and relevant to savvy audiences.
At Mofilm, the way we make sure that a brand’s content is always fit for purpose – wherever it lives – is by including light-touch content strategy at the beginning of every project.
Not another strategy!?
Developing content strategy doesn’t mean doubling up on existing brand work already done by other agencies or taking months to develop a fresh insight. Rather, it is a bit of pre-thinking that makes sure we’re on the right path before we head into creating.
Typically, brands come to us knowing their topline brand strategy and the message they want to communicate, but there’s often a job to be done to translate this into what it looks like in content. The purpose of up front content strategy is to take this information from the brand world, and evolve it into a framework that clearly defines the role of each piece of content.
The Mofilm team is lucky to have constant, daily connections with our free-thinking creative community, so we know that a creative’s worst nightmare is a blank page. The content strategy is therefore hugely important as it communicates brands’ goal-oriented thinking as simple, structured jumping off points to help spark amazing creative ideas.
This is the best way to ensure the content that comes back is consistent, on-brand and hits all of the objectives of the brief.
All good things start with a content framework…right?
To ensure we are fuelling our creative’s idea in the most effective way, our strategy begins by developing a content framework that works backwards from important brand and environmental factors.
From the brand side, we look at their objectives, their existing content landscape and the realities of their budgets.
Within the media environment, we consider viewing behaviours, the best practise guidelines of each platform and the ideal publishing cadence.
Once these areas have been considered, we develop a framework that covers:
Although there are some generic rules of thumb, such as optimal lengths and formats for social channels, a lot of the details in the content framework are bespoke. For example, for a leading US doughnut retailer, our content framework to launch a new hot donut product specified the need for 30” in-feed brand awareness video on Instagram that evoked the nostalgic emotions of tasting a warm fresh doughnut. However, it also focused on defining the roles of supporting social assets, such as 15” ‘swipe-up-to-buy’ IG Stories that focused on local store location and promotional offers.
Sharply defining creative needs of each type of asset upfront allowed the creative team to ideate and shoot bespoke to each format, which resulted in a campaign where each specific piece of content had a clear role to play.
This zero-waste approach makes a huge difference in the long term to make sure brands are getting the most efficient use of the content they are paying for.
Some common hiccups to avoid
All that said, it doesn’t matter if you come to us without your content strategy already worked out – we can help you get there (and we’ve probably wrangled with a similar challenge in the past). If you want to learn more about how to build a content strategy, or are interested in kicking off a project with us, please email me at firstname.lastname@example.org.Back