Content Is King... Here's Why
Whether its sales, brand awareness, advertising collateral, or socials - eye-catching visuals are key to success.
For our first blog installment, we spoke to Sid Pierucci and Jamie Kritharas, the founders of one of our 'partner' agencies, Defiant Digital. Defiant is a digital agency based in Sydney, they deliver online solutions for business growth and know more than most when it comes to the importance of having a dynamic bank of content.
We asked Sid and Jamie a handful of questions, allowing us to discuss the importance of content and how it became integral to Defiant’s success.
Video: Only Everything’s highlight reel - showcasing some of our top OE projects that have been completed.
You always have to find a place to start, so why not at the very beginning?
Q: Prior to commencing your relationship with OE, did you see content as something that was integral to your brand's success?
Jamie: We always have, content is the variable to success with online marketing. If you can’t capture people’s attention, you can’t sell them anything.
Sid: Yes! The reason we started a relationship with OE (Only Everything) was to give out clients access to premium content.
It’s one thing to have a bank of content, but it’s another to keep the ball constantly rolling. Defiant definitely have a grasp on this, so let’s look at how regularly they produced content prior to their relationship with OE:
Sid: An internal team of motion designers repurposed snippets of campaign anchors into thumb-stopping advertising content. These designers however require ‘campaign anchors’ to harness the content from - we did not have the internal capability to shoot big-budget content.
Video: Defiant x OE for Koala Glove. Koala Glove is an innovative new workout glove - Indoor, outdoor, gym, beach, you name it, we were tasked with capturing just about every use for Koala Gloves. Check out the full bank of content here.
Big budget content you say? That’s one of OE’s specialties. Thus, the Defiant x OE relationship began. It’s one thing to have a big budget campaign that produces lifestyle or studio content. However, true harmony is found when you produce both! So, why do brands use a diverse range of content:
Jamie: Yes, we use a wide variety at all stages of the funnel for different purposes. For cold audiences, the lifestyle content and less direct response content works better but for people who are ready to purchase, often strong calls to action and product demonstrations are our go-to.
Sid: Yes. For creative testing and to keep standards above a 2% CTR.
Now you have a diverse content bank, where do you use it? Let’s allow the advertising experts at Defiant to have their say:
Jamie: Social media for sure, it allows us to put out messages that stop people in the scroll and take action. If your ads are too easy to ignore, you'll never be able to get the attention that is required to make a sale.
Sid: Advertising (FB, Insta, TikTok, Snap) are where we mainly use the content.
Video: OE for Lulu & Rose the Label - We travelled to the beautiful Byron Bay where we shot at some of the dreamiest locations we’ve seen (seriously, look at that house). Check out the full bank of content here.
So, there’s nothing like some FREE advice and we love it just as much as the next guy/gal. So, we asked the Defiant team what their answer would be if the owner of an emerging brand asks if professionally shot content is worth it - what would you say to them?
Jamie: Absolutely! I'd go so far as to ask them how much they are spending on creating content vs amplifying it with ads. If it's too heavily skewed in one direction there's a problem with that.
Sid: Creative is very subjective. Creative deployed against advertising on the other hand isn't because the metrics show the effectiveness of It against specific audiences. I would ask what does worth it mean to you?
There you have it, content is king and we are here to help you produce creative and dynamic content that has your customers clicking for the checkout in an instant. Still not convinced? Here are some final comments from the Defiant team:
Jamie: Content is the first thing that people see when scrolling really fast through their feeds. The visual component is what stops someone in the scroll & captures their attention. We say that it's 80% of success with online marketing.
Sid: Before you tell me how good your product or service is you need to grab attention. In 2021 social media is where attention lives. To hack that attention you need to stop the scroll. The way you stop the scroll is through cutting-edge content.
Video: OE for Adidas x Fandom - We were contacted by Adidas and Fandom to launch the new x9000s shoe through a talent spotlight piece. Check out the full bank of content here.
We thought we’d leave you with something fun. So - If there were no restrictions (budget, travel, product, etc.) detail your dream shoot…
Jamie: TVC style adverts like the old beer commercials, but for agency land.
Sid: Jamie and I in a rocket - "Some agencies can scale your brand to the moon " we go beyond that.. We land the rocket and take the helmets off ‘cause we're fearless and don’t need oxygen and stake a pirate flag in the soil that has the Defiant Logo instead of the teeth of the skull. All this is live on Instagram, youtube, FB, TikToks, and all relevant platforms.
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