Upgrade Your Content Production Strategy with SaaS — Corbett Drummey // Popular Pays

Quotes

• “The agency model that has been dominant for the last century is now struggling to adapt to the needs of this decade. Now, this is an era of adapting to an agile form. This is something like when something happens and you respond quickly with a well-timed piece of content. It captures so much more surprising delight because it’s relevant but doing that with speed and agility is really challenging.” -Corbett “To be clear, I think there is still a really viable place for not only brand managers but also agencies crafting strategy. It is everyone moving upstream. A brand needs a cohesive message around their strategy and what they stand for.” -Corbett “In social and especially in new networks, there is a lack of content so we look to creators as a way where, if you don’t know Tik-Tok, you can get a creator who knows it. If you need more content on Instagram, you can get someone who can rapidly shoot in. We leverage creators as experts in their various channels.” -Corbett“We need a tool for searching and vetting creators and then beyond that there is a collaboration software in the sense that, say you’re working on Instagram stories and have ten creators and each one has a five-second story, that’s 50 videos that are just jumbled up and how do you keep them cohesive.” -Corbett “When you get all these content from creators, you need to be able to track the content you have and the rights you have to it. You need a content library tool.” -Corbett “The way we help with brands is we have briefing tools so you can have a creative brief and give the do’s and don’ts to your creators.” -Corbett “The way we work with that is through content briefs. You can send that content brief out to certain creators and just everyone can apply. That way, everyone is on the same topic.” -Corbett “In this age of agility, you have to be comfortable with risks and failure. Failure that is not, something will go viral in the wrong way. The most common failure is that nothing happens to it at all.” -Ben“If you are investing in a new content format, the reason why we would say to work with creators is that they have experimented on it a lot more than you and have waited their way through all these trial and error.” -Corbett “The riskiest thing you could do is not take a risk in the next five years with content. I think you need to stand for something as a brand and be out there.” -Corbett “Do one channel right before you spread yourself too thin. In general, I would start to post a story a day at least. Get it as part of your brand’s habits.” -Corbett“I would say that everyone should probably on Instagram. It’s like your home page and people, when they look at your brand they start there. That’s where most people go to, not your website.” -Corbett “Beyond creating more, I would work with creators to scale it and then invest in software to make it magical. Working with creators can help you find your way through these platforms and to scale the content at the right cost for you.” -Corbett