Content Production - tips to make creating and repurposing content as easy as possible


PlanningCreate a content plan: The key to good content marketing is maximising production time, through good planning. Ask yourself "what are the key moments coming up?" e.g. important events, business anniversaries, things to celebrate, promotions or products, even birthdays. (add to examples?) Ask yourself "who is our audience and where are they?" "What do they want to know?" "How can we add value?". Other important questions to consider are who will produce the content; you or a content agency and what resources or partnerships do you have? Then tell the story. Be engaging, inform and connect.

Content style: Budget does affect the end product but shouldn’t limit your creativity. An iPhone can take photos and video. If your idea or message is good, the quality won’t affect the result. Keep in mind brand value; if the video looks cheap and boring, this reflects on your brand.

Consistency: Build an audience through good strategy that is consistent with your brand’s marketing and communications. Meet every three months and create a timeline for the content plan, but leave room for spontaneous ideas.


ProduceStick to the Content Plan: This will help you achieve what you want in the time you have.

Stick to the budget: Stay within your timeframe and ensure the producer is maximising the opportunity you have. Have fun! Capture the good times and smiles. It’s this energy that connects with the audience.

Ad-lib: Having said that it's important to stick to your plan, if you see something great and it’s not in the content plan, change the plan. Spontaneous moments are often the best moments! Just don't stray too far and make sure that the spontaneous moment really is a great moment that engages, informs and connects.

Don’t over-create: Avoid the mistake of trying to cram too much into a video. Less is more! If you need to tell a longer story, break a video into separate parts - this way the viewer can choose to watch every video, or just the video that suits them.


PublishBackup: Buy a hard drive for each project. Saving your content into well-archived, hard drives means you won’t lose it. You can also re-edit and re-use the content at a later date. If content is archived well it will mean that the next person in your role can easily find it.

Edit: Edit the content into the correct format for each media channel. Different media require different formats e.g. a video for a tablet or smart phone is usually best in MP4 format. The format for laptop or large TV screens is in 1080p HD. PowerPoint presentation sometimes also requires a different format.

Re-use - Re-cycle - Re-publish: By using well-archived hard drives, you can easily re-open past projects and re-edit them to update the content, or remove dated material. This allows you to re-use the content over a period of years. This represents great value for money. You can also re-publish for various formats as required.

Make sure it can be found & shared: There’s nothing worse than creating content that’s hard to find and share (including for staff and clients). The best solution is to either create a website that’s easily updated, searchable and allows for ease of sharing e.g.: www.tandemstudios.co.nz, or work on a great YouTube channel, where content can easily be found. Managing a large amount of content over several years, will mean older content is lost or pushed to the bottom of the heap. Through good website publishing and a user-friendly search function, this content won’t lose value or relevance.

Publishing large amounts of content and tracking it is one of the issues that content producers will face over the next few years. Share your content with the media and blog sites e.g. newsroom.com. Any content that’s public facing should be published in as many places as possible. This makes it easier to find and provides a better value: production costs ratio. Media sites are content hungry - particularly if the content engages, informs and connects.

Re-purpose content: One piece of content can be used across different media channels - e.g. audio from a video can be turned into a podcast. Quotes from the video can be used in social media. Screenshots from the video can be used in Social Media and online in newsletters or blogs.

Remember your online audience are individuals - not clicks, page views or Likes. We all use the web to laugh, cry, work and share. It’s a major part of our lives - any content you create should be consistent, fresh. Aim to connect, engage, inform - and above all else - don’t be boring!