The process of creating engaging digital content for videos and events is often complex, involving multiple different factors and variables making it hard to get a view of the big picture. Digital content can also become over-complicated and confused, especially if it includes too much information and different messages in one asset. Here at NRG we believe in making the complicated simple by basing our entire business model around five questions – and acting on their answers.
This results not just in a streamlined creative process, but most importantly in digital content that engages and inspires audiences. By focusing on these five questions we make sure that the content of an event or video is highly engaging and targeted; removing any confusion, communicating clearly and concisely, and compelling the audience to act.
These five questions can be applied to any content, or to your overall events and digital strategies. They very effectively help you to identify what it is you need to do to engage with your audience and inspire them to change their behaviour and do something different.
Here’s what we ask our clients to answer at the start of a new project, use these key questions as a starting point for your digital content projects and throughout the creative process.
1. Why do you do what you do?
Identifying what is inspiring about your business or organisation is the key for successful brand communications. If you can explain why you do what you do, you can identify the factors that will attract other people to your brand. Often this is about your company vision or values; your audience will engage when this is authentic and aligned with their values and desires too.
2. What is the story you want to tell?
Your story is about what it’s like being part of your business or using your products or services. How does it feel? We’re not looking for the practicalities, but the emotional response your employees or customers have when they think about your brand or company (or at least what you hope they think).
3. Who is your audience?
Without understanding who your audience is, and really understanding what inspires them and makes them tick, your content will never truly speak to them. For maximum audience engagement you need to know exactly who you’re talking to so you can personalise the experience and make it highly relevant to them.
4. What do you want them to think, feel or do?
Marketers will often talk about what the next step is for the consumer once they’ve read or watched your content, attended an event etc. That next step requires a call to action (CTA) to encourage them to act. However, a CTA is not effective unless your audience is engaged and that means they need to feel something. Emotions are an important part of the decision-making process, so we need to understand what your audience should be thinking or feeling to help them take that next step.
5. What does success look like?
Your objectives for your content are likely to be driven by sales, better performance, increased productivity etc., but your audience is not as likely to engage with that vision. Instead, emotions and feelings come into it again, whether it’s that satisfied feeling of pulling off an amazing industry event or recognition that your solution has made a difference. As an example, when applied to NRG I would say that success looks like an exceptional film, a remarkable event, a fulfilled team and, of course, a delighted client.
By applying these five questions to your event or branded content brief, we can remove those confusing factors that water down your message and complicate the process, and focus on creating engaging, inspiring content.
If you would like to find out more about our approach and what it’s like working with NRG Digital, please contact me. Call + (0)1252 717707 or email firstname.lastname@example.org