Using Video Production to Build Your Brand!

SME blog

In today’s world, more and more brands are relying on online video content to connect directly with their audience. If you run a small business and want to better connect with your customers or you work in a marketing team and want to bring online content creation in-house you may wish to consider video content production training. Here we’ll tell you the ins and outs of being a content creator and why our Certificate in Screen Media Production for SMEs might be for you...

What does a content creator do?

A content creator works as part of a team or as an individual to create content for a wide range of channels. They work with clients and brands to decide what format a piece of content should take and then use their creative and technical skills to produce the physical materials e.g. images, a video, a blog, a poster.

What is video production?

Video production is a form of content creation and refers to the entire process of creating a video. That could be a film, social media content, marketing content or a TV ad. In terms of capturing an audience, video is considered superior when compared to its static counterparts. Usually, video production is split into three main phases: pre-production, production and post-production. In the pre-production phase the content is first planned and written; scripts are written and refined, sometimes storyboards are created so the whole team is visually on the same page and schedules and shooting plans are generated. During production, all the plans are put into action to capture the visual and audio content, whether that be photos of a new product or an interview with one of your business specialists about a new service. Finally, in post-production any editing and packaging of the captured material is done before the content is packaged for whatever platform puts you in contact with your audience; your clients and customers.\

Why content creation is important?

Customers are more likely to purchase from brands whose values they align with and providing regular video content is one of the best ways of communicating your brand’s values. Content allows brands to connect with their target audience and builds trust, increasing your chances of acquiring and retaining customers. Other reasons to produce video content include:

  1. Educating your audience
  2. Improves SEO i.e. it makes your brand more likely to appear in online search
  3. Supplementary to other marketing activity

Why become a content creator?

Demand for content creators is growing, particularly in the business world. Content is vital to any growing company and establishing an online presence is key to reaching today's markets. Content creation is a transferable skillset and being able to demonstrate you have both a creative flair and technical abilities can set you apart in the employment market. Content creation also lends itself nicely to freelance working where you can benefit from greater flexibility, variety of work and control over your fees. That said, it is also needed in-house so job opportunities are wide and varied.

Who can use video production skills?

Content creation and video production skills are instrumental for anyone looking to reach an audience. Being able to create content can help small business owners better connect with customers or it can give in-house marketing teams more control of their brand. Equally, having an understanding of the process can be useful for those who work with media agencies or production services as part of their day-to-day. Gaining the skills and being able to speak the right language with Griffith’s Certificate in Screen Media Production for SMEs can prove invaluable in any of these circumstances.

What skills does a video producer need?

Anyone can learn to produce effective video content, but really successful video producers have the following skills:

  • A strong knowledge of narrative structure and storytelling techniques
  • Fierce attention to detail
  • Patience and ability to handle last minute changes
  • A creative eye
  • The ability to empathise and create stories that audiences will connect to
  • Strong organisation skills and communication skills

How do I get a career in content creation?

Although there are no vocational qualifications needed to become a content creator, a media production course like Griffith’s Certificate in Screen Media Production for SMEs would be invaluable. This course has been created to equip learners with the practical skills to meet the specific content production needs of SMEs. You’ll learn how to plan and produce your very own video content and gain the confidence you need to start building your portfolio.


We are enrolling at our Dublin campus for the 2022/2023 intake. For more information, email [email protected] or to apply, submit an application here.