Welcome back to our ongoing series covering the 7 Stages of Digital Content Production. As a business preparing to outsource video production, laying the groundwork internally is the key to maximising your return on investment.
We are wrapping up the foundational elements of Stage 1: Content Initiation. You have defined your video’s purpose and pinpointed your target audience. Now, we arrive at a critical question: What action do you wish the audience to take upon the consumption of the content?
Without a desired outcome, even the most beautifully shot video is just digital noise. Here is how to define exactly what you want your video to achieve.
Pinpoint the Specific Action
Every piece of outsourced content should be designed to move the viewer from point A to point B. Before briefing a production agency like Cuecut, you must ask your team: What specific action do you want the audience to take?
This action should be directly tied to the business objectives you established earlier in the workflow. Examples of specific actions include:
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- Clicking a link to visit a landing page or website.
- Signing up for a newsletter or downloading a resource.
- Making a direct purchase or booking a consultation.
- Sharing the video across their own social media networks.
By knowing this action upfront, your production partner can build the video’s narrative and visual cues around a strong, clear Call to Action (CTA).
Define What Success Looks Like
Once you know the action you want viewers to take, you need to figure out how you are going to measure it. You must ask: What does success look like for the content?
Depending on your overall strategy, success will look different for every campaign. For example, success metrics could include:
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- Engagement: High watch times, likes, comments, and shares on social platforms.
- Enquiries: An increase in contact form submissions or direct messages from prospective clients.
- Brand Lift: Increased brand awareness or a shift in public sentiment.
Defining your desired outcome and success metrics before production begins ensures that your outsourced video isn’t just a creative exercise, but a measurable business asset.
