Create content with a clear role in the customer journey.
Use images, video, audio, design and data-based content to explain your offer, answer questions and support the channels that matter.
Plan the purpose and use before production begins.
More assets are useful only when they can do the required job.
Your store, campaigns and sales team may need different formats and explanations. When those requirements are considered too late, you pay for adaptations, repeat production or assets that are difficult to use.
What content should support
Product understanding: show details, use cases and relevant information.
Customer confidence: explain the business and address genuine buying questions.
Campaign execution: produce assets for the audience, placement and destination.
Sales communication: help your team explain a complex offer clearly.
Data understanding: present information through charts, reports and visual explanations with sources and limits intact.
Production scope
Explore the possible scope
- Photography and product images.
- Video planning, production and editing.
- Audio, scripts and voice-over coordination.
- Graphic and motion content.
- Written content and visual storytelling.
- Data-based explainers and visualizations.
- Agreed channel adaptations and delivery formats.
Define the brief before committing to the shoot or edit.
Agree on audience, message, deliverables, formats and approvals. Identify products, participants, locations and inputs. Plan how the final assets will be used and adapted.
Know what you can use—and where.
Document participant permissions, music and stock licences, usage rights, source files and retention. Confirm any use of generated content before it becomes part of the production.
