#AtTheBar Episode 8: Amy de la Force – Content Strategy | Power of Video

Join Mike Pritchett, CEO Shootsta and Amy de la Force, Head of Content at Switched On Media in the October Edition of At The Bar.

Episode 8

Transcript

Mike:
Welcome back to week four of four of our At the Bar series with Amy de la Force from Switched on Media. If you’ve missed the other three they are awesome, so go back and watch those for some great Marketing gems.

Thank you so much for joining us again.

I want to ask you a couple of questions around content, some around video content, but mostly around the creating of content. So, obviously we’ve spoken about the creative bottlenecks; what happens when you get stuck ‘writer’s block’ type situations.

What are the issues you think creative companies face when it comes to creating content?

Amy:
I think the biggest one is not necessarily having a strategy. Particularly from a content marketing perspective, a lot of organisations might have a content plan, but not necessarily a strategy on how they are putting together that content plan. So there are a lot of things that go into the research phase of that, making sure that you’ve got a really good understanding of your target audience and what they’re looking for and how you can help them, as a brand, with content.

Strategy is probably the biggest one. Obviously having that great understanding of that audience and making sure that you know what they need from content, what they would like from content, being able to move within those things. Also really thinking about what’s the extra value that you’re adding there and making sure that you’ve got an amplification process for actually producing that value-add content. It’s that whole thing of, you make your content and wait for results, but that’s not the way it works anymore.

Getting those quick wins on the board and making sure that people know about the things that you’re producing is massive.

Mike:
Now this is a loaded question, and our editors will cut the answer out if it’s no good. What do you think of video?

Amy:
I like video! I think video is a really important one because there are additional elements to video that you can’t necessarily get across with mediums like writing. You’ve got the visual aspects, the auditory aspects. Video is a medium that helps you to connect with audiences and from that perspective you know it’s not that surprising that so much of the content that is being consumed by Social Media right now is video. It’s this huge thing that brands are trying to figure out how to tap into and so it’s great that guys like your guys exist to do exactly that.

Mike:
We’re here to help! So is there a right or wrong way to do content?

Amy:
A couple of years back you were looking at things like producing as much content as possible and that’s not the way to go about it anymore. You want to make sure that the content you’re creating is high impact, that it really is adding value for people.

Our MD has a philosophy that is the ‘throw money off the roof’ philosophy. What is the difference between what you are doing now and throwing money off a roof? If throwing money off a roof is going to get more buzz, better brand sentiment, essentially better results from an awareness perspective then why would you not just do that instead?. If the money off the roof equation is going to work out better, then you really need to readjust what you’re doing with content.

Mike:
We’re at our last question now, our last curly one from Talina. Would you rather have to wear socks and sandals every time you left the house or have to wear a bumbag to any formal occasion?

Amy:
It’s legitimately devastating. I used to be a fashion writer, and I just cannot align myself with either of these.

Mike:
I can see you rocking both of them!

Amy:
I think I would probably have to go with the bumbag, pretty much because you can maybe, kind of pull it off? Yeah… that’s just… oh!

Talina, that was tough!

Mike:
Cheers!

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