Content makes things happen.
I'm Parker Williams. I have spent twenty years learning what content is worth and how to put it to work. I have made it efficiently and I have made it the expensive way. I have seen beautiful films that nobody watched, and rough content that moved an entire industry.
Knowing why you are making it comes first. What to make and what to spend comes second. Where it goes is the last piece of the puzzle, and often the most important one.
The right content in the right place can
- Raise the value of a product, an asset or a portfolio
- Build a brand
- Change a reputation
- Create a community
- Show what you stand for
- Shift policy and opinion
- Attract and keep talent
- Sell a product
- Educate
The first question is always which of these you're actually trying to do.
Making it is only the beginning.
Finding the right audience in the right venue is where the needle starts to move. A festival builds credibility. Social builds reach. A room with forty of the right people in it changes a vote. The same story on the same budget can land in any of those places, and that decision is usually what determines whether it worked.
I've worked every part of this business.
As a producer, I put the team together, run the budget and the schedule, and answer for what gets delivered. I don't hold the camera. I find the best person for that job, and I answer for the result.
I built a content company into an award-winning business across five markets, and it's still operating today. I created and produced my own television series, which meant selling the advertising and negotiating the distribution as well as making the episodes. I came up through agencies in public relations, marketing and ad sales, so I've written the creative and I've closed the deals on it. I've made national campaigns, documentaries, social content and podcasts for brands you'd know. Today I'm the CEO of a film and television studio.
That range is what I bring to the table, plus taste and judgment. Anyone can get something made. Knowing what's worth making is the hard part.