Hiring a Content Marketing Agency Vs. Digital Video Production Company
As a marketing agency, video studio and PR company all rolled into one, we can make a clear case why brands should invest in content strategy, execution and distribution versus hiring a digital video production company that hands over a video to a client without any clear game plan for marketing the content – especially when the brand has lofty awareness goals at play.
Most consumer product companies understand that digital video content is critical in today’s market, but when it comes to getting the most ROI from the content, in many cases a blind spot exists. Putting the video content on their website, parking it on YouTube and posting it once or twice on Facebook and/or Instagram is not a distribution strategy. Public Haus is an agency that often plays the role of a high-level digital video production company or content studio, but our work really begins when the content is ready for mass release.
Brand content permeates the digital age. It exists in various formats and lengths – and most of it is unwatchable. It often times lacks a cohesive message and is void of any sort of compelling narrative. That’s why before we produce any content for our clients, we get crystal clear on audience, intended impact and goals. These initial discussions extend beyond the role of a traditional digital video production company because they not only help us determine what type of content we’ll be developing, but give us a firm understanding of the scope of the campaign and distribution channels as well.
We take clients through exercises that provide clarity on what type of content, personalities, stories and influencers to build our storytelling campaign around, and then develop the narrative and placement planning accordingly.
As a content marketing agency working with global brands and smaller businesses in automotive, powersports, outdoors and active lifestyle, among various other categories, we aim to create video content that inspires, entertains and educates. This type of content registers on an emotional level and is proven to increase brand loyalty, create real influence and attract new consumers. Depending on size and scope of the campaign, we deploy our internal creative and technical resources and possibly team with a partner digital video production company (or companies) to develop the content.
Active lifestyle brands like Yeti are great examples of lifestyle marketers that get it. Through aspirational content and compelling storytelling they consistently unveil videos and short films that draw people in. Whether they use a digital video production company, work with an agency similar to Public Haus or utilize internal resources, what they’re doing is working. Through active lifestyle marketing and branded video content focusing on people over product, Yeti inspires, entertains and motivates consumers to further engage with the brand – by liking and sharing content, by subscribing, and ultimately, by purchasing.
Public Haus incorporates this same approach in its content creation for brands like global fuel company Chevron. Rather than producing content rich in brand vernacular, we incorporate story-based lifestyle video content into our marketing campaigns, focusing on the brand’s users, their backgrounds, stories, achievements, passions and insights.
If a traditional digital video production company had been hired to accomplish this, they may have produced more of the same content – overtly commercial and lacking any real connectivity when it comes to consumer engagement; but after engaging Public Haus, we elevated their approach through a branded content strategy aimed at telling stories and imparting knowledge specifically focusing on their target customers. And the plan is working. Just ask the Global Brand Manager for Chevron Consumer Products, who stated the following:
“Starting from square one lacking online content, Public Haus had us quickly expanding our content library through key influencer additions, branded video content, pinpoint script development and an efficient production team; all within budget. If you are looking for high impact results with an agency that can combine focus, experience, distribution proficiency and results, check out Public Haus. Their video content, influencer marketing and PR expertise has transformed our go-to-market strategy.”
Aside from producing content that’s been profoundly resonating with their audiences, our focus on distribution is a core reason our campaigns have been so successful and a primary differentiator when it comes to what we do vs. what a traditional digital video production company does. It’s one thing to conceptualize and produces brand videos, but it’s another to add a layer of guaranteed distribution to all appropriate audiences. Our distribution strategies often include targeted social channel boosting, distribution of content through the right media outlets (the media is much more inclined to leverage your video as editorialized content if it’s not a run-of-the-mill commercial spot), and if we’re using an influencer as a subject in our video, we’ll often seek to distribute through their channels as well. These are just a few (since we can’t give away the secret recipe).
If you’re looking to have a few pieces of video content created for a specific purpose – other than for wide-scale marketing efforts – and you have a clear vision and subject for the content, then hiring a standard digital video production company can likely get you your desired result; otherwise, reach out to Public Haus and we’ll make sure that visibility, awareness, influence and impact is the end result of your content campaign.