Each month, the Meta Branded Content Project hosts its Big Branded calls filled with content marketing advice from industry experts. November’s guest star was Reggie Estrella, Creative Director for SKYLINE Studio, Southern California News Group’s content marketing division.
Skyline is a full-service content and creative agency that works in digital media, social and rich media opportunities for advertisers. A grant from the Meta Branded Content Project helped kickstart the development of Skyline’s video content creation services. Skyline purchased state-of-the-art equipment so its in-house video production team could create video ads and short-form branded video content, which they've done successfully, pleasing local advertisers with highly engaging video content.
Estrella recommends always starting the collaboration process by providing a specific video services timeline and calendar, so clients know exactly what is involved and how long the entire process will take. It includes the video content needs analysis, pre-production, video shoot, proofing and editing, post production, and delivery.
The team also carefully lays out deliverables from pre-roll video to on-site interviews and company profiles. To make sure everything goes smoothly in-house, sellers use an intake form to initiate the video production process for each individual campaign.
"This gave them a better understanding of the process and really set the expectations," Estrella said.
And since we live in a new world where pandemic precautions must be taken, Skyline provides guidelines and best practices for filming during Covid-19, which are shared with clients so they understand what to expect.
"We felt that this was important, especially during the time when the pandemic first hit. We wanted to put together something, not just for our team but for our clients to ensure that safety was definitely a priority for us."
Estrella says since creating Skyline Studio and offering video production services, they’ve learned to be nimble and flexible, adapting to changes brought on by the pandemic, while also creating new revenue streams.
"We learned that branded video content is story driven and connects with the audiences emotionally. We also learned that some of the best branded video content really places the narrative and audience engagement at a higher priority than selling the brand," Estrella said.
They’ve also learned that leveraging the power of storytelling and brand integration through video is a great way to connect with audiences emotionally while pleasing advertisers.
The Meta Branded Content Project is designed through a strategic partnership between the Local Media Association, the Local Media Consortium, and the Meta Journalism Project to help facilitate additional growth, engagement, and revenue success for more publishers of all shapes and sizes.