So You Have An Idea - What Next?
Once you've completed the brainstorming component for your story and you land on an idea that you want to create, the next step is figuring out the best way and medium to bring that message to life.
There are two important things to think about in this phase: the visual and the channel. Identifying where the message will live and who it is intended for, will greatly help your team make decisions on the best way to showcase it: whether that is through video, photo, design and on.
Once you've declared the places that the content will be housed and who it is intended for, then you move into conversation around: "Do we already have assets to use or repurpose, or do we need to create custom content?"
This question will bring you to an important part of the project's life and a decision that needs to be made in order to keep it tracking.
If you answered yes, we already have assets to use, then that is great and will often expedite the project's process. These previously generated materials come from two ways: internal or 3rd party, and should be housed and easily found in your team's content storage platforms.
If you answered no, we don't have content to use for this idea and we need to create something new, then this will take you down an extra layer of conversations and production process. Here you must land on the content type and the content creator to support the message and the intended channel. For example:
- Photo - Brands often will have someone in house that can shoot this vision or will use a network of freelancers to tap in for the project.
- Video - Your company can cut a lot of costs by having an in-house videographer, the only limitation is bandwidth and possible missing areas of expertise or style.
- Graphic Design - It's important to have an in-house designer, because they will ensure and be dedicated to consistency and keeping the brand book alive. Often your company will get last minute design requests, and by having someone in your office, you can tackle this much quicker, fluently, and cheaper. Depending on how big your company is, working with a visual creative agency isn't always a bad thing for bigger seasonal campaign projects.
- Blog - You should aim to have a keeper of your editorial calendar and your uploading and publishing process, but outsourcing to freelancer writers can further your expertise and expedite the publishing frequency.
- Email - This is a very important channel and method of communication to your customer. Once you've had someone subscribe to your email newsletter, then they are free to talk to. There is a lot of opportunity to learn how your customers engage with your content here and also segment out and personalize what you are sending them. Having an email team in-house is key to a brand's growth and your audience's retention.
- Website - Similar to email, having someone in house that can navigate the backend and make updates on your website is really pivotal. You can outsource certain needs to a freelance developer and have them set up tools for your internal team to easily use without having to know too much hard code.
- Public Relations - This is a tough one and different for every brand. Here you can outsource to an agency for earned media or have someone internal that works with journalists, pitches ideas, and possibly hosts influencers.
- Social Media - In order to stand out and keep the lights on, a company should have a designated person to manage organic and paid social media. With organic especially, this is your voice and often a key touch point with your guests. With paid, you can pull in an agency and have them help with media buys and campaigns if you want to save time and outsource.