ContentLabs Takes a Purpose-Driven Approach to Content Creation

Content may be king, but even the best content can fall flat without a why behind it. At ContentLabs, we keep strategy top of mind as we bring your digital project from concept to production to delivery. Whether you need design, animation and VFX, film and audio, or help with strategy, our team of designers, animators, and marketers is here to bring your brand’s story to life—in any language and in every global market.

During a content journey with a client, we keep a laser focus on four key elements:

• Purpose: What is the goal for this content?
• Audience: Who are we producing it for?
• Globalization: How can we tailor the content to distinct global audiences?
• Distribution: Which platforms and channels will we use?

Clarity in these areas allows us to devise and execute a strategy that maximizes ROI from your content, ensuring that your unique product, service, or messaging is both seen and heard.

A Content Journey with Fictional Company Z

Let’s use a fictional company to illustrate our purpose-driven content creation process.

Company Z has developed a revolutionary medical tool in the infusion space that it is eager to introduce worldwide. Marketing folks at Company Z have developed written collateral, but they know that this can’t fully convey the tool’s usage and significance. They envision a short video aimed at infusion services providers that illustrates how the tool works.

Our experts at ContentLabs work with Company Z on a dynamic three-minute video combining live-action footage and 3D animation.

Purpose

We can create a beautiful video about this new medical tool, but without a clearly defined purpose, the video may not get maximum ROI. Our first step is to identify the goal for the video. This can include:

• Educating/instructing
• Promoting
• Building brand loyalty
• Inspiring
• Entertaining

For Company Z, the primary purpose of the video is instruction. This video will feature an expert who explains the tool’s functionality and will use 3D animation to show how it works in the body. (A trip through the human body is one of our favorite uses of 3D animation!) This will help providers determine if the tool will meet a need in their practice and whether they want to buy it.

Audience

We help our clients reach new markets globally by connecting with their audiences and providing the best possible customer experience—in any language.

For Company Z, the target audience for the video is infusion services providers on six continents. This is not a homogenous group, so we need to understand various preferences, demographics, and cultural nuances. For this, we partner with TPT Digital for customer surveys and market intelligence research. This enables us to tailor the video for each audience subset.

Globalization

Globalization is the process of ensuring your content is available to global audiences in culturally and linguistically appropriate ways. Once you approve your content in its native language, we can create localized versions with subtitles or dubbing using our extensive bank of voice talent.

Let’s say Company Z is unsure which languages they need for their video. We would work with TPT Digital to identify the languages using global market research. We would then develop the ROI we would expect to see per country. Working hand in hand with TransPerfect Translations allows us to centralize the localization and distribution of the content in one place, to promote consistency, speed, and efficiency. This allows brands to have all of their solutions in one place with consistent and fast communication internally and externally.

Distribution

At Content Labs, we are experts in content promotion. Using strategies like SEO, digital advertising, and market intelligence, we identify the platforms and channels where your target audience will most likely see your content. Then, we can either hand the content off to you, or we can handle social posting and distribution.

As we develop the content, we are always thinking about how to share it. For maximum value, we need to be strategic. Let's revisit company Z with its localized content. Our goal now is to promote this product among various target audiences, across different countries.

ContentLabs and TPDigital will now create a social media strategy and campaign that aligns with the company’s ideas. By tapping into TransPerfect's market research solutions, ContentLabs creates a formula, so your content reaches the largest audience possible.

A Record of Success

At ContentLabs, we’ve helped more than 2,500 clients across many industries achieve results such as:

• 40% higher engagement with video
• 70% reduction in onboarding time
• 80% increase in social engagement
• 40% localization cost savings
• 60% improvement in global brand awareness

We’ve worked with companies such as Hyundai, American Airlines, and AstraZeneca to create, share, and globalize content for maximum ROI. What can we do for your brand?

Whether you need design, film and audio, animation and VFZ, or help with strategy, we are ready to bring your projects to life. To start your next project with us today or to learn more, visit us, or get in touch via email at content@transperfect.com to get started.

Don't forget to connect with us on Instagram @its_contentlabs.