How to Create Video Content That Actually Works for Your Brisbane or Gold Coast Business

Creating video content that actually works for your business isn't about having the biggest production budget or the fanciest equipment. It's about approaching video strategically from the start. That’s why our 3 stage process starts with Make a Plan….

But what does “Make a Plan” really mean? Here's how to plan and create content that doesn't just look good, but actually urges action and delivers measurable business results.

Step 1: Start with the Business Problem, Not the Video

The biggest mistake we see businesses make? Starting with "we need a video" instead of "we have this specific business problem."

Before you think about cameras or concepts, ask yourself:

What specific business challenge am I trying to solve?

Not "raise brand awareness"—that's too vague. Be specific. Are you trying to help your team communicate your offering more effectively? Address questions prospects consistently ask? Showcase your services in ways that drive action? Position yourself credibly in your market?

Who exactly needs to see this content and what do I want them to do?

"Our target audience" isn't specific enough. Define exactly who needs to see this, what their mindset is, and what action you want them to take after watching. “We want to urge middle-aged men who want to lose weight to try our protein shake” is far more actionable than “we want more people to buy our shake”.

How will I measure whether this is working?

If you can't measure success, you can't improve. Define clear metrics before you create anything.

Getting clarity on these questions before production means you can create content that actually solves problems rather than content that just exists because everyone else has video.

Step 2: Think strategically

Coming from advertising agencies, we learned that marketing communication needs impact, memorability, and persuasion to be effective. That's what strategic thinking brings to video content.

Here's how to think strategically about your video:

Nobody cares about you or your service.

Sorry to let you know like this, but people are more interested in themselves and their own challenges. So you need to make clear why they should give up some precious time to think about you.

Identify what matters to your audience. 

What concerns need to be addressed? What will make this content relevant and valuable to them? What questions do they have? 

What are your competitors doing?

Don’t do the same and be lost in the crowd, aim to stand out and be known for something unique and ownable.

Map out your customer journey. Where does this content fit? Is this for people who've never heard of you? People actively evaluating you? People ready to make a decision? Each stage requires different content.

Consider emotion and authenticity. 

How do you represent your business genuinely? How do you create content that connects with audiences on a human level, not just an informational one? Emotion sells.

Define your core message. 

What's the one thing you need people to understand? How do you communicate it in ways that are both clear and persuasive?

Think through the full deployment. 

Where will people see this content? Digital campaigns? Website? Tic Toc? TV? Different platforms require different approaches.

These questions separate video content that works from video content that disappears.

Step 3: Developing your creative

Ideate strategically. This is where the rubber hits the road after steps 1 and 2. You’ve outlined your challenge strategically and how to approach solving it creatively. Now what can we physically create that delivers against that strategy? What story needs to be told? What approach will stand you out from your competitors and resonate with your audience?

Develop your script carefully. Scripts are about communicating clearly, in natural language. Keep it simple, the shorter the better. Avoid assumptions such as acronyms; they are a fast way to lose attention.  Only include the minimum information necessary to ensure the story can be followed, and your most important message is not lost.

Storyboard with purpose. Plan what visual elements can help you stand out and support your message, what messaging can be implied with visuals - aim to show not tell where possible.

If you know exactly what you want, great. If you're still working it out, this planning stage is where you get clarity on what will actually work for your needs and budget.

Step 4: Capture Content with Strategy in Mind

The Create Your Assets stage is about more than just shooting footage and capturing imagery. Here's how to approach production strategically:

Scale appropriately to your needs. 

Sometimes a one-person shoot can achieve your goals, sometimes more production is needed, for example talent, or more crew to deliver larger-scale projects. What is really needed to make your vision come to life?

Capture authentic moments. 

This matters particularly in the Brisbane and Gold Coast market where authenticity and straight talk resonate. Let real people from your business show up as themselves rather than performing corporate perfection. Tell your story authentically and reveal the passion you bring to your workplace every day.

Think beyond the shot list. 

Yes, capture what you planned. But also stay open to genuine moments that reveal who you actually are as a business.

Consider how footage will work in edit. 

Shooting video isn't just about beautiful individual shots. It's about capturing material that will work together to tell a story.

Whether it's video, photography, or motion graphics, create the building blocks of marketing assets that will serve your specific objectives.

Step 5: Craft Your Story in Post-Production

It's in the edit suite where stories are truly told and brands are built. This stage matters more than most businesses realize.

Make strategic choices about what to include. 

You'll have more footage than you need. Consider what is really important to tell a lean story that resonates, and cut any flab out.

Balance information with engagement. 

Simplify the complex… People are short on attention and time, so complex stories need to be told clearly, concisely, and persuasively. 

Prioritise emotional engagement. 

Genuine moments of human connection are gold dust, emotions sell, and humans are naturally built to sniff out the inauthentic. So if you capture any authentic laughter or moments of genuine connection, include them!

Ensure content serves its purpose. 

A successful edit needs to prioritise your one key objective, not tick a bunch of corporate boxes. If you are clear on your core objective, your editor can be empowered to make all the tiny decisions that make up an edit.

Having creative director oversight at this stage means these decisions get made strategically, not just technically.

Whether it's video content, motion graphics, or photography, the final assets should be ready-to-go for digital campaigns, websites, social media, TV, cinema, or any other marketing need.

Step 6: Deploy and Measure Your Content

Creating the content is only half the job. Here's how to actually use it effectively:

Get it into the right hands. 

Don't just post it on your website. Give it to your sales team. Embed it in email campaigns. Use it in proposals. Deploy it where it will actually serve your business objectives.

Track the metrics that matter. 

Not just view counts. Are people watching long enough to get your key messages? What actions are they taking after watching? Is it contributing to the business outcomes you defined in Step 1?

Be willing to iterate. 

If something isn't working, adjust. If something is working, create more of it. Content that works is content that's measured and improved over time.

How This Applies to Different Business Types

For B2B businesses in Brisbane and Gold Coast:

You're often explaining complex services to sophisticated audiences. The "how" means focusing on clear communication that makes complex ideas accessible. It means showing genuine expertise rather than corporate claims. It means creating content that builds confidence alongside providing information.

For professional services:

Start with understanding what differentiates you beyond credentials. How do you actually approach client challenges? What specific expertise do you bring? Create content that demonstrates your thinking, not just states your capabilities.

For technical industries:

The "how" means balancing technical detail with accessibility. Decision-makers need both—proof of capability and confidence they're choosing the right partner. Structure content to serve both needs.

For healthcare and medical businesses:

Focus on building trust through genuine communication. Address specific concerns. Show real expertise and care for patient outcomes. Create content that reduces anxiety while providing clear information.

Working with the Right Partners

Creating video content that works requires more than production skills. Here's how to approach partnerships:

Look for strategic thinking, not just production capability. 

People who ask hard questions about your business objectives, not just about what you want the video to look like.

Find partners who invest in understanding your business. 

Kylie Wilkinson from Team Transport emphasized our hard work in understanding their business and who they are. That understanding enables authentic representation.

Work with people who bring advertising and marketing communication experience. 

They understand how impact, memorability, and persuasion work—not just how to operate cameras.

Choose partners who care about results. 

Kimberley Barbagallo from James Cook University mentioned us going above and beyond to produce professional and on-brief results. That's about delivering what was promised and solving the problems you set out to solve.

The Services That Support This Approach

Creating effective video content requires different capabilities at different stages:

• Creative strategy – The strategic thinking that shapes what needs to be created

• Advertising – Content specifically designed to drive action

• Branded content – Authentic storytelling that represents who you are

• Video production – End-to-end from concept to finished video

• Animation – Motion graphics and animated content

• Photography – Visual assets that support broader marketing

You might need all of these or just specific services for specific projects. The key is having access to both strategic thinking and production capability.

Starting Your Video Content Journey

If you're exploring video content for your Brisbane or Gold Coast business, here's how to start:

Begin with a conversation, not a brief. 

Talk with us about what you're trying to achieve as a business. What challenges you're facing. What role video might play.

Get clear on objectives before production. 

What specific problem are you solving? How will you measure success?

Invest time in planning. 

The strategic work upfront determines whether content will work or just look good.

Think in terms of systems, not single videos. Different content for different purposes, audiences, and stages of your customer journey.

Be prepared to measure and iterate. 

Content that works is content that's continuously improved based on real performance.

We offer a free 30-minute consultation where we can discuss your specific situation, what you're trying to achieve, and how to approach video content strategically. Whether you know what you want or you're still working it out, we can help you figure out what will actually work for your business.

The Bottom Line

Here's how to create video content that works:

Start with business objectives, not production ideas. Invest in strategic thinking before creative execution. Understand your business and audience deeply and amke it about your customer, not you. Plan thoroughly. Capture authentic content. Craft stories that connect. Deploy strategically. Measure what matters. Iterate based on results.

That's what we've learned from over 25 years in marketing communication and advertising agencies. That's what we've applied working with businesses across many sectors in both B2C and B2B spaces since starting in 2015.

Clients keep returning because we help them tell complex stories clearly, concisely, and persuasively. Because we take time to understand their business and who they are. Because we represent brands authentically and meaningfully. Because we produce professional and on-brief results.

You don't just need video content. You need video content that works hard for your business. And that starts with approaching it strategically from the very beginning.