We start each episode of Recorded Content with, ”Recorded Content is brought to you by Motion, a done-for-you podcast agency for small, scrappy B2B marketing teams,” and our goal is to help B2B tech companies get the most out of podcasting.
Podcasts have outgrown the audio-only format, and video has become an essential part. However, the majority of our customers use their home offices to record. Therefore, we decided to launch a new show called ‘On Camera, On Brand’ to help our clients look better on camera and transform their home video setup, making it as professional as possible.
In this episode of Recorded Content, Justin Brown and Tristan Pelligrino discuss the technical and strategic aspects of the new podcast, the show’s host, the guest list, and the style of the episodes.
The Why Behind the On Camera, On Brand Podcast
”A lot of our content strategy is about helping the people we work with. And something that we see a lot with our customers — they don’t have studio setting environments that they’re recording in. […]
It says it in the name: On Camera, On Brand. We wanted to help the people we work with, ‘Hey, we don’t expect you to set up a $20,000 studio; you’re likely going to be recording from home. How can we get you to have your environment look as professional as possible, as good as possible, within the confines of what you have available?’
The second thing is we wanted to do a show that was outside the echo chamber of people you always hear from. If you know anything about Motion’s Network of Shows, we work with a lot of people who are very visible, and there are two reasons for that. One, they’re subject matter experts. And second, it gives us visibility. But we wanted to do a show where we talk to somebody outside of who you always hear from.
And so the host of On Camera, On Brand is someone who’s a director of photography. Someone very talented in what they do but maybe isn’t as visible — isn’t being heard from as often,” says Justin.
We Want Each Podcast Under Motion’s Network of Shows, Including On Camera, On Brand, to Answer Our Audience’s Questions
”You hear so much about turning your company into a media company. Tristan and I have done this over the last three years. We’ve launched six internal shows, with another one on the way. And these shows have been carefully concocted based on things our customer base is asking for.
Even for us as a podcast agency that has all of the resources at our fingertips internally, it’s still incredibly difficult not only to execute the work and produce five — soon to be six — every-other-week shows, and then this show is weekly. But aside from that, tackling problems our audience is running into with experts that our audience wants to listen to.
And so […] it’s fine to go out there and say, ‘Launch yourself as a media company.’ But we also wanna say, ‘Hey, here’s what it takes, and here’s what’s gonna go into each show,”’ explains Justin.
We Developed a Strategy for On Camera, On Brand and Then Did a Lot of Testing
”Once we had these ideas circulating, we worked on the strategy, and we developed a theme statement. And so we were working through the formats and how we would structure different episodes.
And so Rob filmed some test footage. He’s like, ‘What the hell? I’m not exactly sure how I’m going to do this in reality, but let me film something.’ So he brought one of his colleagues into his studio in Pittsburgh, and they constructed a test episode and filmed it in a lot of different ways.
He had multiple cameras going, and it was a great idea. Not only to understand more about how he would interact on camera with the audience but also about some other parts we were unsure about. For instance, would Rob be the test subject in an episode?
And then the technical workflow. We are recording on Riverside; so it’s a remote podcast recording platform. In this situation, Rob is recording on cameras in a studio, and everything’s digital, and we’re getting these heavy files. So we had to figure it out — what is the post-production workflow?
We had to talk through some technical things, but it does contribute to how you want to work out the structure in the format, how you want to execute each episode,” says Tristan.
What You Can Expect From On Camera, On Brand: Before-After Sessions, Episodes With Tips, and Interviews
”We decided on a makeover series format that speaks to the transformation we want to capture. So this might be a remote recording environment and a remote consulting scenario where we’re working with someone uncomfortable with their home recording setup, and they want that to be completely revamped. Rob is going to take someone through that transformation.
The second format is tactical tips. We’re going to create these smaller, almost micro episodes. They might be five- to seven-minute videos that we then are able to have an audio form of as well.
And then the third, we want to have an interview component. It will give us an opportunity to pull in people outside the B2B marketing community, lighting directors, sound engineers, and makeup artists. These are folks that are working on feature films and television commercials for large enterprises. And we’re going to understand a little about how they approach being on camera,” says Tristan.