With the advent of modern technology the world is now a much smaller place. The ability to reach the masses has gotten a lot easier but the competition for their attention is fiercer.

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If you want to break through and grab them, you’ll need a rock solid approach to your content plan. The smartphone is a portal into the everyday lives of consumers, beaming your brand message directly into their thoughts no matter their location. How you want to reach them all depends on the deliverables you set out in your brief.

Getting the right deliverables will help you and your production start off on the right foot. The deliverables are essentially a long list of what exactly needs to be delivered at the end point of any project. There are so many platforms and channels where you can release new content that it can be overwhelming nowadays. With this newfound choice comes a responsibility to create content that can adapt to the endless ways it will be consumed. That’s why you’ll need content that performs.

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Creating content that performs

There was a time when all you needed to do was shoot your 30 second TV Commercial and put it out to pasture on a few of the most popular TV stations. Those days are long since gone. While TV is still a powerhouse resource that can not be ignored, there is now a need to expand the horizons for your content. There are more ways than ever to reach new demographics that aren’t hooked into the mainstream. And it’s also a way to set down brand touchstones for new and existing customers.

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These touchstones are the continuous everyday conversations you’re having with your customers. Let’s say your brand is focussed on young professionals with ample resources but who are time poor.  You’re going to need more than a TV ad to reach out to them. They’re likely to catch up on TV whenever they can and will often use several social networking apps during a long working day. The touchstones you’ll create might include a VOD (video on demand) spot over several popular streaming apps, a variety of dynamic cutdown ads that will create a social media mosaic and maybe even some digital billboards near the hip drinking holes they might frequent after hours.

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The content you create can now be much more malleable and as a result more effective. There is still plenty of space to get your ‘Go Big’ commercial on the TV and cast a net over a broad nationwide audience. This can then be altered or repurposed to get the most from the content you’ve created. It’s a super-charged way of working, giving you more bang for your buck as well as expanding your reach. This modern way of working does come with it’s own set of provisos that influence how your ad should be filmed and edited. That means you need a consistent approach from the beginning to keep the work in line with your brand vision.

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The right deliverables for the job

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“Using video on social media not only increases reach of the content but also allows us to tell our story in more than just one picture or frame.”

‍Vicky James - Head of Marketing for Nasty Gal

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This multi-channel approach has meant that clients need to stack the deliverables up at the earliest point of the project. They have since ballooned up to double and sometimes triple digit numbers. There are any number of platforms that now offer a vast array of advertising options to display your content. From the standard banner ads through to Instagram stories, there are lots of ways to push your content and maximise your marketing potential.

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The world of fashion is one that has really taken to social media advertising. Our work with uber-cool fashion brand Nasty Gal is a window into the ‘test and learn’ attitude that is needed. Their head of marketing, Vicky James, aims for content to be tailored by the budget, time of year and the platform. One example is the difference between a longer form 30 second TV ad and social media cut downs. Whereas the TV ad will have a captured audience to tell a longer “brand story”, Vicky adds that with social media they “work with shorter cuts to engage the viewer and make an edit at a choppier pace to keep the attention span of the audience.”

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In our recent work for Nasty Gal there were over 25 different deliverables for the entire project and all sourced from the main hero ad. It creates a ‘house of mirrors’ effect where content can look consistently the same yet unique for the platform where it has been placed. These various spliced versions were edited to the specifications of the client based on the deliverables they needed. This allows us to uphold the continuity of their brand image for each and every asset no matter where it’s placed.

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Understanding deliverables

The modern customer is being flooded with media every moment of every day. They are following, liking and subscribing to the brands they love to create a personalised stream of content that defines their tastes. It’s a relationship of reciprocation between the brands and their audience, which can be refined and moulded by setting up deliverables that work. Our understanding of how to achieve these deliverables, our knowledge of modern advertising platforms and ability to tap into the brand vision of your company will give you a pathway to your audience, wherever they are watching.