In a presentation on what goes into a great social video campaign, Amanda Farrell, VP/Sales, North America, Unruly Media, laid out 7 steps, which included "coming up with a great idea" and "creating
great original content." Isn't that like saying if you want a write a bestseller, come up with a great idea and then write about in a really compelling way that appeals to a mass audience. Easier said
than done. It also underscores that regardless of the format, video, social or otherwise, great ideas and creative executions can't be automated and are still hard to come up with. That's why viral
videos are so far and few between. And why agencies exist in the first place.
I think you may have missed the point of my talk Mark. Yes agencies are at the core of everything we do. My business wouldn't exist if it weren't for them making great content. However, as I mentioned today - significant time, effort, relationships and great technology are what help great content get viewed and shared.
Here here! Could not agree more with both Mark and Amanda (see her comment). I am a seasoned content producer of 25 years and it has always amazed me that people think all you need is a flip cam (RIP) and a voice and one can create compelling content. My theory is that because we all consume content so often one concludes that it must be easy to create. Logical? No, But it is often the norm. There seems to be little appreciation for what it takes to create professional content that works. When one looks at a beautiful home do they think they could build it? Nope. Same with great content. It takes experienced pros who work hard to create the right script and then execute! "A toast to the professionals."