B2B / content & communications
An ongoing B2B content operation in which strategy and execution are deliberately not kept apart. Simply Dom helps set the line, produces on location, lets preparatory work run in parallel, adapts material to the right channels, and keeps watch over what ultimately gets published.
The situation
The request didn't start from a shortage of ideas — quite the opposite, a lot was happening. New products, commercial moments, technical know-how, people on location: there was constantly material that could become communication.
The hardest part was something else: making sure all those moments kept forming one brand together. A good product video helps little when the copy next to it goes in a different direction. And a content calendar solves little when what's genuinely interesting only becomes visible once you're actually there.
Strategy was therefore not treated as the phase before production — it had to keep working during production itself.
The business question
It wasn't enough to say what needed communicating. It also had to be delivered: gathering material, being present on location, shooting photo and video, selecting, editing, writing, producing different versions, publishing — while continuously judging whether what was produced still matched the same commercial and editorial line.
There was something else on top of that: not every piece of content production is fully predictable in advance. Sometimes a different story turns out stronger on location than what was planned. Sometimes an employee explains in one sentence exactly where the real technical value lies — more clearly than the brief written beforehand.
Production therefore had to be organised, without blindly executing the plan.
The choices made
The main choice was not to put strategy and execution in separate worlds. There's an editorial line and a plan, but they have to leave room to react to what's actually happening.
A second choice was that not every piece of content needs the same production chain. Sometimes a smartphone is enough; for other material a camera, drone or separate audio setup makes sense. The choice follows the story and the channel — not whatever gear happens to be in the bag.
The division of work was built around that too. Work that can happen in parallel doesn't have to artificially stay with one person: preparation, selection and pre-editing can already be running while other editorial choices are being made.
The final question stays the same every time: does this match what the brand wants to stand for, and the commercial context it appears in?
My role
We take on the full distance between idea and publication. It starts with observing and planning: which commercial moments are coming up, which products or topics deserve attention, where do we need to be?
Production follows next. On location we work with whatever's needed — camera and smartphone, a drone where the perspective genuinely adds something, audio when the story calls for it — without pulling out every piece of gear on every job.
The raw material then goes through a fixed production flow. Henri works on preparation and pre-editing: footage gets imported, selected and technically prepared, while the editorial judgment continues in parallel. I keep watch over the editorial line, final selection, copy, channel adaptation and the commercial context of what goes out. That work doesn't have to stay in one pair of hands, as long as the result keeps coming from one direction.
Technology is part of that too. Our Mac-based workflow lets us move quickly between location, selection and edit; depending on the material, we work with tools including CapCut Pro, DaVinci Resolve and LumaFusion. We use AI where it genuinely saves time or improves quality — research, transcription, structuring information, challenging versions, running checks — never as a brand's automatic editor-in-chief. The tools differ; the responsibility doesn't.
Execution
A shoot day doesn't end when the camera goes back in the bag — that's where the next phase starts. Material gets selected and prepared; a call is made on what can become one strong piece of content on its own and what's usable across multiple versions. Video gets its rhythm, audio gets cleaned up, copy gets written and adapted to the channel.
A LinkedIn post isn't a written-out Reel caption, and a vertical Instagram video doesn't need the same edit as a YouTube version. What's the main point on one channel sometimes only forms the context elsewhere. So the material isn't simply "finished" — it's translated, and then actually published and followed up on.
What's working, where do people drop off, which question keeps coming back — and what do we do differently next time? That information feeds back into the next round.
What was deliberately not done
No handing over a strategy document and leaving production parked at the client's end afterwards.
No making content just because the schedule says something needs to go online today.
No deploying a drone just because drone footage looks spectacular.
No following a trend that adds nothing of substance.
No pasting identical copy across every channel.
No publishing AI output directly just because it sounds grammatically correct.
And no building a production process where speed matters more than recognisability.
Working fast is useful. Not if the brand gets lost along the way.