Quality vs. Quantity — How to Have Your Cake & Eat It, Too.

Volcanic activity seen from the top of the volcano, towards the 5 active craters in Stromboli, Italy. Photo © Chiara Goia for WeTransfer’s A Message from Earth

For brands, content has never been more important — or more disposable. The notion seems to contradict itself. How could something so vital have such a short shelf life? The battle for a viewer’s attention is being fought across a new distribution channel seemingly every quarter. For those tasked with creating content capable of making an impact, the stakes are high. It seems like there are only two roads — spend lots of money to make something that looks incredible (that may make an impact for just a few days) — or — squeeze every dime from your budget to create a high quantity of assets at the expense of impact and ROI. At Blink, we see things differently.

A white glass stone among volcanic stones on the beach of Ficogrande in Stromboli, Italy. Photo © Chiara Goia for WeTransfer’s A Message from Earth

Getting your brand to think like a publisher takes strategy and careful execution — to create a schedule of quality content that looks good and is released in a systematic, consistent way. A thoughtfully conceived content plan should include the following:

  1. High Quality Visual Content — No, you don’t have to blow your entire budget on a high-end film — but you should strive for the highest quality you can get for the money you’ve earmarked for production. The reason that design-oriented brands and marketing efforts stand out is that their visuals are artful and unique. Low quality, or cookie-cutter aesthetics come across as unauthentic. When you’re crafting a visual style, tired, stock imagery won’t cut it. Remember, your competitors are looking at the same low-cost stock libraries that you are.
  2. Consistent Publishing Schedule — You can maximize the impact your content has by serializing it. Each day of the week is an opportunity to tie in an aspect of your visual brand. #TBTs and #WCWs are a part of the lexicon now — thanks in no small part to the weekly consistency that work with that format. A content schedule can be forecasted out over weeks, months, and quarters, and budgeted accordingly.
  3. Sustainable Media — Just like with sustainably sourced seafood, the concept of ‘sustainable media’ means you can go back to that content time after time, without jeopardizing the integrity of your brand. One strategic and thoughtful brand storytelling project can yield brand assets you can use all year. For every big production, there are a dozen micro-content opportunities to be leveraged. Cut downs, social cuts and repackaging content when it becomes relevant again are great ways to resurface these projects.

Real, quality content resonates with global audiences –– it has the ability to shake people to their core or elevate them to think outside the box. For this reason, brand storytelling is crucial to a company’s longevity. Discover your visual story by visiting Blink’s content studio.

The last tree after 400 meters of altitude, on the way to the tip of the volcano in Stromboli, Italy. Photo © Chiara Goia for WeTransfer’s A Message from Earth
The shadow of the volcano reflects on the sea and through the smoke that comes out of the volcano and on the island of Strombolicchio in Stromboli, Italy. Photo © Chiara Goia for WeTransfer’s A Message from Earth

Blink is a global content studio that leverages our industry leading technology and a highly curated network of content producers in 180+ countries to create captivating original content at scale. We partner with unique brands and agencies to deliver impactful stories to the masses. Our production methodology is based on three core principles: efficiency, consistency, and scalability. Learn more here.