Stop blaming the audience. Full article on Substack.
futureframestudios.substack.com/publish/post/194088958
#storytelling #contentstrategy #filmmaking

The story earned me. That's the only test that ever matters.

#storytelling #contentcreation #filmmaking

You can't shortcut your way to holding someone's attention. You can only earn it.

#storytelling #contentmarketing #videoproduction

Attention isn't shrinking. The bar for earning it is rising.

People aren't out of attention. They're out of patience for things that don't earn it.

That's the cascade. One idea. One system. A month of content.

Right now you're spinning five plates. One for each platform. Each needs its own ideas, its own production. The cascade puts all five on the same motor. One idea powers everything.

Stop treating every post as a separate project.

Most organizations treat content like a one-to-one trade.
One shoot equals one video. One photo equals one post. One idea equals one piece of content.
Then they're back to square one.
One idea. One deliverable. One platform. Start from zero every single time.

You don't plan one post. You don't plan one video. You plan how your organization's presence will exist online. It's not one picture for the gram. It's building your online existence.

The only question is whether you'll take the time to find it before you hit record. Full article on Substack.

Every ounce of planning is a pound of content. You don't plan one post. You plan how your organization's presence will exist online.

I was on a shoot, sitting across from someone telling their story, and I realized I'd stopped looking at my notes. I wasn't checking the frame. I was just listening. The camera was just there to catch it.

The best shoots aren't about the gear. They're about knowing the story before you walk into the room.

Content comes in fragmented pieces. It doesn't come as a system. That's the problem most organizations need to solve first.

The hardest part happens before anyone touches a camera.

Your story is the content. Everything else is just the delivery system.