Creating Fresh Content for De Gilde Groep's Website

In today's digital landscape, building a strong footprint is pivotal for any business, and for De Gilde Groep (www.degildegroep.nl/en/), this meant revamping their website with fresh content. As a full-service production company, we were tasked with the challenge of crafting a complete content package that would elevate their brand's digital footprint.

Our approach included the production of four main videos tailored to each department, along with an overarching narrative from their managing director to summarize the broader vision. Furthermore, we supplied their marketing team with 50 high-quality stills and an equal number of short video clips, all geared to strengthen their video marketing strategy.

This case study delves into the careful process behind these creations, illustrating how a content production agency like ours can effectively equip marketing teams with the resources they need for sustained success.

Overview of the Project

Client Background

De Gilde Groep is a dynamic player in the construction industry, striving to improve their online presence to match their strong abilities. This ambition led them to us, seeking a content refresh for their website. Serving various sectors through their specialized departments, De Gilde Groep recognized the need for content that not only informs but also grabs and maintain attention. Their goal was to reflect the innovation and quality that their brand represents.

Our task was to create content that would resonate across their diverse audience, from potential clients to industry peers. Understanding the unique propositions of each department was central to our strategy, ensuring tailored messaging that aligns with their brand ethos. By collaborating closely with their team, we gained insights into their core values and mission, enabling us to build a narrative that genuinely represents De Gilde Groep's ambitions and strengths.

Project Objectives

The primary objective of the project was to revitalize De Gilde Groep’s website content to better represent their brand and services. This involved creating a unified digital narrative that would engage visitors and effectively communicate the unique value of each department.

The main videos needed to highlight the diverse expertise within the company, while the managing director's narrative aimed to convey the overarching vision and mission. Beyond video content, the project sought to equip De Gilde Groep with a versatile set of assets—50 high-quality stills and 50 video clips—that could be seamlessly integrated into their broader video marketing strategy. These assets were intended to further improve their social media presence and provide longevity in their digital marketing efforts. Ultimately, the goal was to support De Gilde Groep in standing out in a competitive market by leveraging compelling visual content that aligns with their strategic objectives.

Initial Challenges

The initial challenges of the project centered around aligning the creative vision with De Gilde Groep’s multifaceted brand identity. Each department had distinct messages and target audiences, which required a tailored approach for each video. Another hurdle involved ensuring the managing director’s narrative captured the broader vision without overshadowing the specifics of each department.

Coordinating the production of 50 high-quality stills and 50 supplementary video clips also demanded meticulous planning to maintain consistency across all content forms. Time constraints added further pressure, as the project needed to be completed within a tight schedule to align with the client's website relaunch deadline.

Balancing creativity with practical marketing needs was essential; the content had to be visually appealing while effectively conveying De Gilde Groep's messaging and key information. These initial challenges set the stage for a project that required both creativity and precision on our part.

Content Creation Strategy

Video Production Process

The video production process began with an in-depth discovery phase, where we collaborated closely with De Gilde Groep to understand their brand ethos and departmental nuances. This informed our scripting and storyboarding, ensuring each video authentically represented its respective department.

Our next step was assembling a versatile crew adept at capturing both the scripted and spontaneous moments that bring authenticity to corporate videos. Filming took place at various locations, reflecting the real-world environments of De Gilde Groep’s operations. This approach added depth and relatability to the content.

Post-production was pivotal in weaving a coherent narrative across all videos, involving precise editing and sound design to enhance engagement. Each video was crafted to stand alone yet fit seamlessly into the broader company narrative. The entire process was underpinned by clear communication and iterative feedback loops, ensuring alignment with De Gilde Groep’s strategic objectives and maintaining high production quality.

High-Quality Stills

Leveraging frames from our Canon C500 Mark II video camera was a crucial component of our content strategy for De Gilde Groep. These frames needed to convey the professionalism and dynamic nature of their operations.

Our approach involved identifying key moments during video shoots that could be translated into impactful still images. This included candid frames of team interactions, detailed close-ups of machinery, and wide shots that captured the scale of operations. This presented challenges due to motion blur. Each frame was meticulously selected to reflect the brand's core values and aesthetic.

Post-production played a significant role in further enhancing these frames, ensuring they were visually consistent and aligned with the overall brand narrative. These images were intended to serve as versatile assets for De Gilde Groep’s website and social media platforms, providing a visual narrative that complemented the video content. By integrating these frames into their marketing materials, De Gilde Groep could maintain a cohesive and engaging digital presence.

Short Video Clips

The creation of short video clips was an integral part De Gilde Groep’s digital marketing strategy. These clips were designed to be concise yet impactful, ideal for sharing across social media platforms where attention spans are limited.

Each clip was carefully edited from the broader footage, highlighting key messages and dynamic visuals that would engage viewers quickly. We focused on crafting clips that encapsulated the essence of each department while also offering glimpses into the company's overall operations and culture.

This required a keen eye for selecting moments that were both visually appealing and narratively strong. Each clip needed to convey a complete story independently.

The clips were optimized for various platforms, ensuring compatibility and maximizing reach. By offering a diverse set of 50 clips, De Gilde Groep was equipped with a comprehensive archive of content to draw from, enabling them to maintain a consistent and engaging online presence that supports their overarching video marketing efforts.

Takeaways

De Gilde Groep project highlights several key takeaways that demonstrate the effectiveness of a comprehensive content strategy. It emphasized the importance of aligning creative storytelling with strategic brand objectives. By tailoring content to each department and incorporating the managing director’s vision, we ensured a cohesive and compelling narrative throughout.

The project also underscored the value of versatile content. With a diverse array of high-quality stills and short video clips, De Gilde Groep now possesses a complete toolkit for ongoing content marketing efforts, adaptable to various platforms and audiences.

Our collaborative process with De Gilde Groep highlighted the significance of clear communication and feedback loops in achieving a high-quality outcome. As we often say, videos are created during preproduction.

This project further demonstrated how a content production agency can effectively enhance a brand’s digital footprint through full-service production. These insights collectively reinforce the potential of well-crafted content to elevate a company’s online presence and support long-term marketing success.

Each B2B company should prioritize consistent content production, as visual content is poised to play an even more pivotal role in the coming years.