Who is responsible for your company’s content production?
How does a customer find you online? Can you confidently say they have a genuine opportunity to encounter your services through engaging content? In our survey, everyone responsible for marketing in companies expressed a desire to publish more content. However, that desire often remains just that—a wish. When it’s time to create content, the process often stalls at the word should. It’s unfortunate because worrying about it also drains energy without yielding results. The demand for publishing engaging content is a significant challenge today and almost impossible to meet without prior expertise or experience. Where do you even start?
Like any other goal-oriented work, content creation can be broken into steps. First, analyze the customer’s needs along their buying journey, then build a content plan accordingly. Production can follow, with quality and results improving continuously through insights and analysis. Learn more about OneMinStory’s continuous video production process [here].
Have you heard the story of the entrepreneur who made one video for social media and became a nationally famous millionaire? Many dream about it, but far more have achieved success through systematic and strategic work rather than wishful thinking or worrying.
Content-Based Customer Interest Requires Less Sales Effort
A customer drawn to your service through content is already interested and approaches the service provider enthusiastically, unlike a reluctant customer forced into a purchase. This is called inbound marketing, where customers come to you. Compared to convincing a skeptical customer—requiring an expert salesperson—an inbound customer is already open to collaboration and eager to learn more.
Where Do These Inbound Customers Come From?
They come from where they are already active: online. Thanks to the pandemic, everything is now fully digital. If you aren’t receiving inquiries through digital channels—or they’re low-quality or don’t convert into customers—it likely means your potential customers didn’t find a compelling reason to engage with you. Online, visual content and compelling stories or headlines spark interest and enhance search engine visibility.
An Outsider’s Perspective Makes a Difference
Evaluating your company from the customer’s perspective is a rare ability from within the organization. An outsider can instantly recognize the unique and engaging aspects of your business. Single projects inevitably shift a company’s image stiffly and inconsistently. However, a long-term partnership with a content producer focused on the customer journey preserves and strengthens your company’s voice and confidence in storytelling. It brings customers closer to you.
Easily Repurpose Video into Various Types of Content
Among visual content, video stands out as the most powerful tool for capturing interest and boosting social media visibility. Algorithms favor videos, offering them more impressions, especially when new content is released consistently. An added bonus of video production is the creation of supplementary assets like photographs, which can be utilized in advertising and content promotion.
What kind of video would capture your target audience’s attention? When you don’t yet have experience with such projects, trust becomes key. OneMinStory provides a process that maps the customer journey and emotions at each stage to design a content program that resonates with and serves those emotions. While not all content is created instantly, meeting your customers’ needs online becomes more effective once content creation begins. Content creation is not about you but about your customer’s feelings—overcoming hesitation or uncertainty professionally to serve them effectively.
Efficient and Flexible Production Saves Time
Producing a single video is a demanding task that requires substantial resources and energy. The process can easily take months. With regular content production, this burden is lightened, reducing the need for numerous meetings while ensuring the output matches expectations. This approach allows your business to focus on its core activities, freeing up resources and ideas for innovation and leisure. Over time, your content catalog grows with materials that can be repurposed for various needs, becoming a valuable intellectual property (IP) asset that enhances your company’s balance sheet.
For example, a single shoot can yield a promotional video, podcast material, blog text through transcription, and short videos tailored for different social media platforms. Each piece of content adds knowledge and templates that simplify future production. Not every piece of content requires new recordings, as existing archives, editing, and animations can be leveraged effectively.
Continuous Collaboration Enables Faster Responses to Emerging Needs
Contrary to popular belief, ongoing production agreements are not rigid but rather more flexible and faster than one-off projects.
- For instance, if a company identifies a sudden need to increase the visibility of a specific product, a video can be quickly produced as part of the content program.
- With pre-established elements—such as tone of voice, goals, roles, contacts, and administrative processes—production can start much faster than normal, saving months and significantly reducing costs.
How Can You Know If Your Content Works?
Content consumption data is akin to a company’s sonar. Interpreting your content’s performance enables you to adjust your messaging and offerings. Targeted informational content can address bottlenecks in the customer journey, aiding in positive purchasing decisions. The reactions and usage data of your content create a real-time source of customer insight, especially for companies that haven’t utilized it before. Consistent content production is essential for gaining fresh customer insights, as emphasized by Antti Sipilä, CEO of OneMinStory.
Content can include videos showcasing service processes, usage tutorials, value-driven podcasts, or profiles of the company’s best talent or history—tailored to spark interest, build trust, and encourage purchasing based on audience emotions and needs at each stage of the journey.
Benefits of Regular Content Production:
- Favorable Algorithms: Social media algorithms reward consistent publishers.
- Cost-Effectiveness: More affordable and seamless than one-off projects.
- Improved Results: Enhances marketing and sales outcomes by driving inbound inquiries.
- SEO Boost: Improves search engine visibility and expands your digital footprint.
- Brand Recall: Captures attention, even if not immediately, through repeated exposure.
- Customer Insights: Real-time customer feedback through content usage data.
- Audience Growth: Builds a larger, engaged audience.
- Quick Adaptation: Enables rapid response to current content needs.
- Continuity: Secures content production continuity despite staff changes.
- Media Bank Development: Builds a library of quality, recognizable materials.
- Resource Optimization: Frees employee time for core tasks.
- Recruitment Appeal: Increases interest in the company, facilitating recruitment.
