Why your company needs to move content production in-house


Selfie of a group of people looking and smiling at the camera

You know you can’t rely on big-budget, irregular campaigns on TV and print to keep your message going. The art of communication is now in remaining on top of conversations daily. It’s a lot of work. When the demand for content is so high, you need to be able to do most of the legwork in-house.

The need for content is high, the cost of content doesn’t need to be higher

“The buyer journey now is much more fragmented, because there’s not one single point where you can reach more or less your entire buyer universe”, says Peder Bonnier, CEO of Storykit and long-time marketing expert. And he’s right. But it’s an opportunity for you; with more eyes in more places, the ability to leverage your message becomes more democratized. But only if you know how to reach your audience in the first place. 

If you’re relying on an agency to provide you with the insatiable thirst for content you (reasonably) have, you’re losing out. We’re not saying there’s no place for agencies anymore, but if they’re running your day-to-day, they’re likely missing the nuanced perspectives of the person in your organization writing the briefs. Not only that, but your spend on content will be through the roof too. 

Spoiler alert: we think YOU should be producing your content. But how? 

Make the process work: by bringing it in-house

When the person ordering the content isn’t the person delivering it, it’s natural for a bloated briefing process to seep in. You’ll know what we mean: more meetings, lengthy review times, missed opportunities and a creative process that feels anything but creative.

Briefs are important, but only when done properly. For many organizations, the briefing process is an unnecessary drain on resources. How do you get that creative essence back where it belongs? Simple: stop ordering, and start producing. 

“But we don’t have the skills!” 

Yet. Content production is a hard, skilled role, but there are myriad tools that make it fast, easy and rewarding.

Our CEO knows how you feel: “It can be hard to tell, for example, a talent acquisition manager that ‘now it's actually also part of your job to create and promote a video’. But that’s not the biggest hurdle. The big challenge is convincing someone in the organization that this person should have the authority to do that in the company's name.” 

And to that we say, fail. Fail hard. And fail again. Getting over the fear of putting control in your teams’ hands is crucial. Unlike other marketing channels, it’s completely okay for some of your video content on social media to fail. After all, nobody will see it, and good content will be rewarded by the algorithm. 

Have safeguards in place, but never kill your team’s creativity. Your job is to set up the safety rails and the (as loose but necessary as possible) brand guidelines so your brand remains cohesive. Let your team tell the story the way they want to tell it, and you’ll probably get better engagement. 

Video is indispensable to your business; make it indispensable to your team

Your team will all consume video on a daily basis. Spend some time training them to think critically – why did they tap that? Why didn’t they stop scrolling? What stands out on their own social feeds? When they know what to look for, they’ll know what works – and, even more importantly, what doesn’t. 

Don’t keep feeding briefs. By using Storykit to put video production in everyone’s hands, you’ll obviously save time and money, but you’ll be able to communicate your message across more touchpoints, more effectively, and with more conviction. After all, people trust people.

Give us a few minutes and we’ll show you just how easy life can be when you Storykit it.

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