Stage 1: Content Initiation – Defining the Purpose of Your Video
Welcome to the first installment of our deep dive into the 7 Stages of Digital Content Production. If you are a business looking to outsource video production, understanding the workflow is the secret to a smooth, stress-free, and successful partnership.
We are starting right at the beginning with Stage 1: Content Initiation. Before cameras roll or scripts are written, we need to Define the Purpose of the Content. Getting this step right ensures your video actually achieves your business goals.
Start with the “Why” and the “What”
Every successful video project begins by establishing its case for creation and the expectations of the person commissioning it. It is essential to understand the overall meaning behind the content and how it links to wider department goals.
To get a clear picture, we always look at two core elements:
- Input: The underlying need or problem that the video must address.
- Output: The project’s deliverables, accompanied by a concise description of what will be created.
It can be easy to confuse your objectives with your deliverables at this stage, so we break them down like this:
| Category | Definition | Purpose |
| Objectives | Define the overall goals or desired outcomes of a project. | To act as the “why” of the project and provide direction. |
| Deliverables | Specific, measurable, and actionable steps to be taken to achieve the objectives and purpose. | To serve as the “what” that gets delivered to demonstrate completion of tasks. |
Crucial Checks Before Development
Once the initial idea is on the table, we need to stress-test it. We run through several essential checks to ensure the project is set up for success:
- Assess feasibility: We consider the creative ideas based on audience receptiveness, time, cost, and the skills required to deliver the vision.
- Challenge the format: We investigate if the commissioner has a particular format in mind. For example, if video is requested, we consider if it is truly necessary or if a podcast could maybe work better.
- Determine strategic value: We ask how the content helps the department, project, programme and wider organisation.
- Focus on the customer: We evaluate how the content helps the audience solve their problems.
Setting Concrete Goals
A video without clear goals is just moving pictures. To ensure your investment pays off, objective setting is our final step in defining the content’s purpose.
- Define the goal: We explicitly define the goal of producing the content, whether that is engagement, public information, marketing, or desired actions from the audience.
- Apply the SMART framework: We assess these goals against SMART elements to ensure they are specific, measurable, achievable, relevant, and time-bound.
- Lock it in: Finally, we clearly list the objectives so the entire production team is aligned.
Taking the time to define your purpose in Stage 1 ensures that when you hand the reins over to a production agency, every pound of your budget is working toward a specific, measurable result.
Who Are You Trying to Reach?
A video made for “everyone” usually ends up resonating with no one. When initiating a video project, the most critical question you can ask is, “Who do we most want to reach?”.
To build a highly effective brief for your production partner, you must both qualify and quantify this viewership.
A strong audience profile should include:
- Demographics: Age, occupation, income level, and education.
- Location: Where are they based locally, nationally, or globally?
- Behaviours: What are their digital habits, interests, and typical purchasing or engagement patterns?
Dig Into Your Existing Data
You don’t always need to commission expensive new market research to figure this out. The best place to start is right inside your own business.
It is vital to investigate what organisational knowledge is already held on the audience. Look across your departments—from sales to customer service to marketing—and gather insights. This should include reviewing both quantitative data (like website analytics and sales figures) and qualitative data (like customer feedback and survey responses).
Maintain Audience Focus from Start to Finish
Defining your audience is not just a box to check during the initiation stage; it is the lens through which every creative choice must be viewed.
As you move from planning into production and editing, you must constantly consider how you ensure the audience stays at the forefront of project decisions throughout its delivery. Whether you are choosing the music, selecting the talent, or deciding on the video’s length, your target audience’s preferences should always dictate the final call.
