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If you Could Only Afford to Make one Piece of Content, What Would it be?

A photo for a blog about the best piece of content a business can make on a budget, taught by Jay Ashcroft of four32 Media, a professional videographer, photographer and marketing specialist who works with businesses in barrie, orillia, muskoka and toronto and the rest of North America


When it comes to digital marketing and content creation for your business, there are a lot of options to sift through, and we can sometimes find ourselves getting caught in analysis paralysis.


You can get professional photography done – maybe some headshots and a team photo. You can even get photos done of your team in action. These types of images help with brand awareness as well as to give your customer base an idea of who the people are that run your business.


You can create product photos and finished end-of-project photos. These can be used in a multitude of ways in your marketing strategies from social media posting to website imagery.


And what about video? You can go in depth with your options and the power that different types of videos can possess. You can create process videos, sharing important information about your products or services.


You can create testimonials or educational videos – helping to share why you’re an authority in your industry.


You can have blogs written, which help to improve your SEO by answering popular Google inquiries or keeping visitors on your website for longer periods of time.


But – if you could only afford to make one piece of content, what would it be?


A brand awareness video.


If you aren’t familiar with what a brand awareness video is, then refer back to the blog titled What is a Brand Awareness Video? And Why Should you Have one on the Homepage of Your Site?


While other pieces of content tend to have one specific purpose, a brand awareness video can be purposed and repurposed over and over again – for a multi month campaign of repeated high quality use.


So, let’s dive into the overarching diversity in the many uses of a brand awareness video.


For starters, we’ll be placing your brand awareness video on the homepage of your website. When visitors get to your site, they’ll be able to get a good feel for what your business is all about – with little resistance.


This video will be hosted on your YouTube channel as well. If you don’t have a YouTube, this is a good reason to start one.


From there, we’ll chop up the video and edit it into a vertical orientation. We’ll take the best bits, and edit them into separate cuts for social media posting. Ideally, we’ll be able to get 5 or 6 solid new pieces of content out of this one full length short film.


Next, we’ll re edit the 5 or 6 shorter pieces of medium content into 2 separate cuts. We’ll also find the best screen grab from the video and we’ll be able to run 3 separate ads.


Depending on your industry – as this doesn’t work for every business – we can run 3 variations of the same Facebook ad against each other, testing the effectiveness of each type of creative and then running with the clear winner for a few months.


When all is said and done – you’ll have taken one piece of content, and recycled it up to get use out of it multiple times over – upscaling your initial investment. The idea is to have this brand awareness work for you, to help increase profits and then reinvest those finances as you see fit.


Creating a custom content strategy like this can help to increase your margins, so you can reinvest back into the marketing machine and continue to scale your operations.


Are you ready to chat about your goals? Looking forward to hearing from you.


To Your Success,

Jay Ashcroft

four32 MEDIA


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