Tag : filmmaking

19 Aug 2016

Creative Content Can Make All The Difference

Video content, as we’ve seen, has continued to be utilized as a tool to communicate messaging objectives through web-based and social media platforms. We’ve come to learn that it isn’t enough for companies to rely on traditional marketing tactics anymore. Many brands are searching for new ways to innovate their content marketing strategy and strive to connect with their audience in a heart-felt way. One solution that we’ve noticed trending is brand sponsored creative content.

Brands are investing in collaborative efforts between key influencers, brand ambassadors, publishers, and so on to help tell their stories. They’re digging deeper into what people care about in their daily lives, and how they can be apart of those moments, and how they can ignite some sort of change. Finding out what your audience is receptive to, what those feelings and emotions trigger, will help you figure out how to create content that will grab their attention.

A brand leading the outdoor industry in producing this type of creative content is Patagonia. The documentaries they’ve produced over the last few years have a couple key components that make it stand out amongst the competition. For starters, they have a mission-based culture that supports their long-lasting values of outdoor sports and environmental activism. They are able to reinforce their social responsibility by telling these different stories, uncovering social problems, and seeking ways to improve them. It not only builds trust and brand loyalty, but it is building a community around cause.



Another key component is having a deep-rooted and strong relationship with non-profits. Being interconnected with organizations that are actively improving and making changes in the world shows that your company is also taking action to directly support their efforts. You’re able to reach people on a deeper level and build a relationship with them because you know what is important to them. You’re taking out any traditional type advertising and brand promotion, and focusing on what really matters. Social good.

Probably the biggest piece to creating “branded” documentaries is having a compelling and authentic narrative. Subjects that are sharing their stories, their passions, and their goals are showing “everyday” life and the feelings and moments that we can all relate to. Through these narratives, brands are building a personal and emotional connection with their audience. The brand is identifying with these people and it makes them more approachable. These subjects are people that are living the brand lifestyle and exemplify what the brand stands for in their own unique ways.

Having these combined elements to produce creative content can impact the way that your brand is seen. You’re reaching your audience on a deeper level, reinforcing your social responsibility, supporting local efforts, and igniting a call to action. Creative content is a powerful resource for brands to implement in the marketing strategy. It can make all the difference.


Author: Ellen Crossley

Photo: Alvaro Araujo Alcalde

Published 8/19/16

12 Oct 2015

State of the Industry : Video Marketing

It is on the rise. It is the future of how businesses will engage with their target audiences and consumers. By 2017, online video will make 70% of internet traffic. What is exactly video content marketing and why has it become so popular? Video Content Marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content through the use of powerful visuals to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.

Think of it as replacing commercials with a better focus and longer format, while leaving out the obnoxious and artificial factors. A business has only about 30 to 60 seconds in a commercial to get their message out and to quickly grab your attention. Have you ever noticed when your favorite tv show cuts to a commercial break how suddenly the TV becomes a lot brighter and the volume jumps up a few notches? It can be a bit annoying.  Although TV commercials were once effective, people are now  getting better at ignoring them. We’ve mastered the skill to change the channel, hit mute, or simply divert our attention to doing something else, when a commercial comes on the TV or web. An ad within a newspaper or magazine is even more limited and just as easy to disregard. Brands have got even fewer words and  technically one frame to say it, which is usually “Buy or Invest in Us.” This transition has pressured businesses into finding new outlets to tell their story. What about having more time, more appealing visuals, and more words to say “Not only invest in us, but get to know who we are. Here is our story.” This new strategy is popular because it is effective. Businesses are seeing results and they like what they are seeing. 52% of marketing professionals worldwide name video as the type of content with the best ROI. B2B and B2C marketers worldwide name video as a top 3 most effective social media marketing tactic. In Demand Gen Report’s 2014 Content Preferences Survey, 86 percent of buyers expressed some level of desire to access interactive and visual content on demand.

So how does a business incorporate video content into their marketing model? The answer is that there are many different directions a business can take, but it all depends on what is their focus, the story to go along with it, and how that story will be relevant to their targeted audience. Are you trying to promote your brand or is it a product that you want to showcase in detail? Is there an event you want to recap or is it better to livestream it? Maybe your company wants to give audience members the freedom to choose their own story path by using interactive video for your content? Whatever a business may choose, the key to its success is that it has got to be creative,compelling, and engaging. It has got to be something that will persuade its viewers to take action by watching it, interacting with it, and sharing it. This not only applies to the video, but also the campaign surrounding it.

The beautiful thing about video content marketing is that it is flexible, but it can be hard to decide on how your business will take advantage of it. For this week, the Siren Vid Team will guide you through it. We’ve got case studies for each direction you can take through the examples of our previous work with clients. This is our expertise because we understand the importance of having video content marketing now and the even greater significance it will have in the future.

We found our handy stats and other interesting facts from these sources:

Photo: Tim Gouw via Unsplash

06 Oct 2015

A Siren’s Call: the story behind Siren Vid

It all started with an average girls night in the Winter of 2013. My girlfriends Kenya Brading, Megan Golliday and I were sharing a bottle of wine and were discussing our plans for starting a company together. We all shared the entrepreneurial spirit and desire to contribute to more meaningful content creation. Our career paths in casting at the time in was in need of a little shaking up, and the production of short format video content or promotional videos was our point of entry into the industry. We had also recognized how quickly videos were becoming a desirable marketing tool not only for major brands, but also small business and organizations.

While balancing our day jobs with our startup, we burned the midnight oil (so to speak), writing our business plan, researching the market, and setting up our branding & website. The name of the company took awhile to decide on, because knew how important it was and we wanted it to truly represent our values. Similar to many other industries, we believed the film industry was gravely in need of more diversity. The Sirens, from mythological folklore, are known to be temptuous mermaids that lure sailors to their demise in the depths of the ocean. We flipped this idea on it’s head, and translated it as a modern representation of fierce, empowered women, the types of women that should be making films! and thus Siren Vid was born.

We officially launched in May and hustled for 6 months to build a foundation solid enough to go full time. Over the last year, Siren Vid has evolved it’s services to cover the production of a variety of video types, including live-stream, motion graphics, and has created partnerships with various women’s networks within Boulder and Denver, always staying true to it’s roots.

So what’s next on the Horizon? We are participating in a creative movement to bring artistic video content to the foreground. Video is a powerful way to tell stories, connect & collaborate with others out there. We want to lead the conversation… talk about our experiences, our work, and our insights on the film industry, in hopes to transform the way that we create & share content.