Category: Content Development


Content is King, Distribution is Queen – and She Wears the Pants?

Who would not want their elaborately produced video to also be a success on the web? A video that is often clicked, shared and liked? This happens – contrary to widespread belief – rarely by chance. Rather, precise planning (“seeding”) is behind it, because the competition never sleeps. 300 hours of video material are being uploaded on YouTube every minute!

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Well Briefed is Half the Battle Won

Video has emerged as an effective medium of communication. But to get started with such a project, the client needs to have a good briefing.

Writing a briefing is paying off in the long run. In all honesty! Admittedly, it costs time and effort, but it gives you a clear view of the project, the objectives and the related tasks. And that will pay off in the course of the project. You’ll be able to plan the project wisely and reduce the questions and misunderstandings of all parties to a minimum. It also helps the potential production companies to deliver a reliable cost estimate.

Reality shows, however, that writing briefings is not very popular. Where to begin and where to stop? What is the bare minimum and what is over the top?

We’ve assembled the most important aspects in a short brief for you.

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Much Ado About Nothing – A Visit at the CMCX in Munich

Whether it was the citywide advertising in Munich, the omnipresent marketing on the Internet (“Europe’s supposedly biggest content marketing event”) or the current hype about the topic ‘content’ – I had high expectations for the Content Marketing Conference & Exposition (CMCX) held in Munich. Much too high, as it turned out.

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Advertising Meets Realism: Why ‘Documercials’ Can Be So Successful

‘Documercials’ are a film format that was developed in the USA in the mid-1980s and is growing in popularity in Europe as well. The protagonists in ‘documercials’ are ordinary people – someone like you and me. Instead of flawless models or actors we see people who have wrinkles and sometimes pimples. They struggle with real worries and problems. They achieve goals that we can achieve as well. The mix of advertising and documentary doesn’t use any fairy-tale-scenarios, but focuses on real life. This authentic performance reflects onto the company / organisation / brand / product. The reference to something real creates a “I know that” – or “That’s how I feel as well” moment. This is refreshing, devastating, moving – and believable. And that’s why well-made ‘documercials’ are very successful. However, what seems to happen randomly and feels authentic, is often well cast and precisely planned. The boundaries between genuine documentary and staged content are blurred. The reality is created by the issues that companies and organisations prescribe.

#FuckThePoor: Film production about a social experiment organised by “The Pilion Trust”, an aid organisation that fights homelessness in the UK.
The organisation’s YouTube clip has been clicked nearly 5 million times. (Source:, YouTube)

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“Let’s Go Viral, Please!”

“The film needs to be really successful.” When I hear this sentence from customers, I generally know what many of them have in mind: a viral Internet sensation. Spots that are clicked as much as possible, “liked” and shared, and that seem to spread by themselves on the Web. The nature of the film and the content that needs to be conveyed are often secondary in such a briefing. Usually that means that we’ve got to go right back to the beginning again and discuss the message of the film. Viral spots are not suitable for every topic and not for every client. This is the case when there are quite a few topics or when these are simply too complex. An explanatory video or editorial video usually couldn’t be further away from a viral, but it might still be the most appropriate way to transport the content.

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