EP:12
EP:13
You Cant Reuse What You Cant See | B2B Podcast - Content Wars EP13
Most B2B companies think they have a content problem. In reality, they have a visibility problem. Hours of footage, photos, interviews, and B‑roll are created… then scattered across Dropbox folders, lost on servers, or never delivered by the production company at all.
The result? Missed opportunities, wasted budget, and teams constantly recreating content they already paid for. In this episode of Content Wars, we break down why companies lose access to the very assets that should be fueling their marketing — and how proper asset visibility can unlock massive ROI.
You’ll learn why content is often “hidden in plain sight,” how marketers accidentally bury their own footage, and what systems modern B2B teams need if they want to actually use what they create.
💡 Key Takeaways
➡️ Why B2B companies don’t receive — or can’t find — the footage they paid for
➡️ The hidden cost of relying on Dropbox, servers, and nested folders
➡️ Why visibility is more valuable than more content
➡️ How asset reuse dramatically improves ROI and lowers production costs
➡️ What top-tier companies use to manage their content (and why it’s overkill for most B2B teams)
➡️ How modern teams should store, search, and repurpose their assets
➡️ The mindset shift from “storage” to “creative reuse”
⏰ Timestamps
- 0:00 – The budget problem nobody talks about
- 0:55 – Hidden in plain sight: the Now You See Me analogy
- 3:30 – The #1 way companies lose video assets
- 7:00 – Why storage ≠ visibility
- 11:00 – The disconnect between B2B needs and DAM reality
- 15:20 – How visibility impacts ROI and budget approvals
- 21:40 – Why traditional production companies fail B2B teams
- 31:45 – What to do next: build your visibility system
Transcript
It's a marketing initiative. It's a sales initiative. It's an internal communications initiative. It's a training initiative. It's whatever the initiative is, we're up to something. So when that budget gets allocated, and we use it to create these creative assets, and then we employ them toward that mission, that's great.
But if then we take them and we throw them to the side, the next time we go back and ask the finance team, hey, we need more budget for X, they're gonna look back and say, well, what'd you do last time we gave you budget? ["The Last Song of the Year"] So over the weekend, I went back and I rewatched, now you see me. And if you've seen the movie, you know that it's about magicians and they do these elaborate illusions, basically by pulling off heists, but the key is that it's hidden in plain sight. And so that got me thinking about B2B marketers, and it really highlighted the problem that sometimes they have different pieces of content that's hidden in plain sight, but oftentimes when they go to look for it, they can't find it. And that is a big problem that we tend to see with our clients, we tend to see this in the conversations we have of, you know, have you shot content or do you have access to your content? And it's always this really weird gray area or a little bit of an unknown scenario, and that's a huge risk for marketing teams.
So it's definitely a huge risk. And I think where I see it most often is, like you said, when we start that relationship with a client, it isn't always that we have to go in and shoot something new. A lot of times it's, what content do you already have? We wanna make the most use of what you already have. And when we start that conversation and say, what video assets do you have? What photo assets do you have?
What have you done in the past? Even clients that have done what I would consider pretty extensive video or photography don't necessarily have a good way to get it to you or find it or search through it or organize it or in some cases they don't even have it because it wasn't provided to them by that production company. So there's just these varying degrees of inaccessibility that exists within the visual asset portfolio of most of the companies that we talk to.
One of the things that we see is oftentimes that it's scattered, right? It's scattered across Google or Dropbox or these other systems that they've tried to implement that aren't really built for this. My question to you is, what is the most common way that marketing teams lose their content? Losing the content is an interesting way to put it. And that is pretty much what happens.
I think the most common way is that they don't actually receive it to begin with. And I think this happens most prevalently with video content. So they hire a production company. The production company comes in. They say, hey, we want to do this video. They give them that video. And that's the only asset they get, that final video.
They don't get any other assets from that shoot. And to put that into perspective for a marketer that has hired a production company that has come in and maybe they did, let's just say it was even a half day shoot. So from that half day shoot, you probably have two or three hours of footage. And the video you created was two or three minutes. What happened to the other footage? And most video companies won't turn that over.
They won't make it useful for the company because they'd like to hold it and charge you extra if you want additional edits or whatever it is. They view it as their property. We won't argue the ethics of that. But in most cases, it isn't that they've lost it. It's that they were never given it, at least when it comes to video.
Photo is a little bit different. Assuming that you were given your assets, video or photo, and you've had possession of these things, it becomes a storage problem. So these are not small files. These are not Word documents. You can't just put them wherever you store the rest of your documents. They're not going to be housed on your computer, right? And if they're the company's assets, they shouldn't be housed on your computer. So you've got certain IT departments that will have their own servers or their own organization in some way. And it'll be lost in the company's files somehow, because it wasn't really set up for that. And then along the lines comes a drop box first, right? So, OK, drop box is here. This is for Google Drive or some kind of repository that wasn't structured this way or intended to be used this way.
And those are the two big ones, right? Usually, we're getting invited to a Google Drive or invited to a drop box. And that's kind of where some assets live. But when you get in there, the organization of it is usually terrible. And everything's in these nested folders.
So trying to figure out, someone else will call it a filing system, in some cases it is. And then there was reasons for why it's the way that it is. In some cases, it's just this monster that got all shoved together. And it is disorganized, even when it's organized, because of the file structures and how they're set up. But the loss doesn't come from it being disorganized.
That's chaotic and problematic. But the loss comes from not being able to find something when you need it. Not being able to see it. Not having real access to it.
Sure, you have it. But if you don't remember you have it, if you can't find it, if you can't see it, if you can't search for it, if you can't really get to it, then you can't use it anyway. And that's where I think that loss comes from. That loss is the loss of the ability to use the asset that you've already paid for.
That's the big loss. And I think B2B companies have to realize this isn't a problem that doesn't have a solution. Because there are other companies that have a solution, have an asset manager, have some kind of structure that they do organize in the way that you're talking about. And they do have the different features of searchability and tagging and the functionality that allows you to properly manage your assets. Just usually it's inaccessible because it's at maybe an enterprise level. And then they feel like the only other option is something that is more accessible, like a Dropbox or a Google Drive. And I feel like the gap there is something that they don't really know how to solve. It's like, well, I can't use the same solution Nike's using. So I'm going to be forced into or pigeonholed into something like Dropbox.
Yeah. So for most marketers, especially in a B2B space, I don't even think they've considered that yet. They generally haven't done enough of that type of creative project where they're even viewing it as a problem. So, OK, we did a couple video projects. And we had a couple photo shoots. And it lives over here in a drive. But times are changing.
The content that B2B is creating isn't all written content anymore. You need to have video. You need to have photo.
You need to have these visual assets. So as they start to open themselves up to these, in some cases, newer mediums or they're advancing their usage of these mediums, it starts to change how they need to organize and manage their files. So this whole new world of what do we do to make this work starts to become a challenge for them. And when they rely on their old system, their Dropbox, their Google Drive, their company server, they very quickly start to realize this doesn't work in a multitude of ways. File size becomes a problem.
But also, and more importantly, how can we actually access this stuff and really use it? Yes, you can store it there. Yes, you can share it. When you go to reuse it in some way, when you go to search it for some reason, it is very difficult, if not impossible, to actually make that work. You also mentioned enterprise companies. And I think that's kind of something to consider. If you're on a marketing team and you say, you know what, we're going to start producing more assets. We're going to do more video. We're going to do more photo. We're going to get involved in this game a little bit deeper.
It is natural and I think probably necessary to look at who else is doing it and who's doing it well. You mentioned Nike and you could pick any top brand. It doesn't matter. Any big profile B2C company is going to have a very intense need for creative assets. They're going to have not a video project going on.
Take Nike, for example. I wouldn't be shocked at all to find out they have a hundred video projects going on at any given time. Separate photo projects going on at any given time.
Separate events happening. Just their content cycle and everything that's included in it would probably blow your mind. They're definitely at enterprise level, but when it comes to how are they managing that level of content? Well, they're using a very specific type of software called a digital asset manager, a dam, to manage those assets and they're managing it in a multitude of ways, but they have a lot more to think about than your standard B2B company is going to specifically. They're going to have to worry about, and the big one is probably, one, the separate projects have different permissions.
You've got different teams. You've got different access levels. You've got different storage capabilities and capacities with different people being able to access different parts of the project or change different aspects of the project. You've got athlete licenses, different licensing for creative elements, for talent, for music, for fill in the blank. It is a highly complex and very specialized need that somebody like Nike or Apple or whomever is going to have when it comes to their creative asset management. So you can look at that and say, okay, what would they use?
And those systems are out there. There's a number of them when you get into, for instance, Brandfolder, right? Brandfolder is a great application for something like that. Their biggest competitor, Binder, is also going to be a good choice for a big operation like that, but when it comes to your everyday company that is creating a video or 10 videos or probably even 100 videos a year, that may not be the best solution because it's not cheap. It's expensive to start with and it gets really expensive when you start adding your media to it.
And you know what, if you're a Nike or Apple, makes perfect sense. It's not expensive relatively to the projects that they're working on and what they have going on. You take your business that's doing, you know, 20 to 100 million dollars a year and say, hey, we want you to pay this amount of money just to manage your assets. And honestly, I think it gets to be a little bit excessive cost wise.
I still think the value's there, but I think it gets to be challenging for most companies in that range to say, okay, this actually makes sense as the solution, not just today, but as we get more and more assets into this. Yeah, you bring up a good point because you mentioned Binder. And Binder actually did a study and the results of that study said that 65% of the people that they interviewed said that they couldn't find the assets later.
So they ended up, it was wasteful. And so there's a real business impact on not having proper management or not having proper organization of the video or even images that you spend the time and resources to create. It's a huge problem. It is this unspoken thing that people don't think about.
You think, you have to stop and think. You have gotten approval for budget allocation to certain projects or certain one-off videos. And while we won't debate that right now, the reality is if you don't have access to that or you can't find it later, what are you gonna do? You're either gonna end up recreating it or you're gonna end up scrapping an initiative that you could have leveraged that had you just had more organization or insight into where it was or been able to find it. There's so many missed opportunities just by not having proper asset management that marketing teams just aren't considering when they're thinking about the true costs involved of creating content.
Absolutely, and I think the two biggest points that you brought up is one, if you can't access the content, you don't know it exists, you can't find it, you can't see it, whatever it is, there's a tendency to try to recreate assets that you might already have. I've seen this in companies that we've worked with where we work with a company for three or four or five years and they'll come and say, hey, we wanna do this project, we need to shoot this thing. And I've had to remind them, we've already done that. I have footage of this thing, so we don't need to shoot that. We might need to shoot something else to make this project work or, hey, you know what, if something changed, we needed a different location or there's a new model or what, there might be a reason to reshoot it, but let's look at what we have because shooting for the sake of shooting is not in anybody's best interest. If we have something that we can use that checks that box, why recreate it, right? When we could spend that time and effort and resources creating something else that we need, right? The other piece too is the business function. We don't get to produce this stuff for free.
It costs money, real money. So any business, we're answering to someone, we're up to something, we have a mission that we're trying to push forward. That's why we're creating these assets. It's a marketing initiative, it's a sales initiative, it's an internal communications initiative, it's a training initiative, it's whatever the initiative is, we're up to something, right? So when that budget gets allocated and we use it to create these creative assets and then we employ them toward that mission, that's great. But if then we take them and we throw them to the side, the next time we go back and ask the finance team, hey, we need more budget for X, they're gonna look back and say, well, what'd you do last time we gave you budget?
Oh, cool, you created this one video and you applied it to that one problem we have in it. It did or didn't move the needle and whatever metric we're judging by. And that was it, okay, versus, hey, we allocated the budget, you created the assets, you applied them here, but you also applied them here, here, and here, we're getting a lot more mileage every time we say yes to assigning a dollar toward creative. Maybe we open up more budget or maybe we just are able to say yes more often when you come ask us, hey, can we do this, that, or the other thing when it comes to creating video photos, whatever it's going to be. Yeah, and you bring up a great point thinking about the ROI on these projects, whether it's a single project or whether it's ongoing content, there is somebody that is gonna be taking a step back and looking at it of what did we get from this? And I think that's a huge thing to consider when planning, producing, and trying to reuse your content. So if somebody's listening today, how would they build visibility into their content or their assets? I think the first critical step is, if you're gonna create assets, make sure that you're actually going to get all the assets that you're creating, right? So if you don't have assets, there's nothing to manage, it doesn't matter. If you're getting one video at a time, you don't have a real big problem.
So make sure that the vendors that you're working with on photo, video, whatever the creative asset is gonna be, is going to be flexible in that you're not just going to get one asset, you're going to get access to the creative materials, the building blocks of your video, so that you could create more in the future. So that's step one. Make sure you're getting those things from whoever you're working with. The second piece is, make sure you have a way to store them, but go beyond storage. Storage is fine. Dropbox is great at storage. What it's not great at is searchability. It's not great on availability to see what you have. It's not great on compiling assets that could be reused in some way. So you really need a system that really opens up your creative possibility so that you can not just access your footage. Like, oh, that's cool. I have those videos that I made and I can go back to them and I could reuse a video that I've had in the past or I stored it here and I could find it easily and I could share it with a team member when they have a need.
That's fine. But what about going and looking at all of your assets? What about compiling all of your clips that have to do with a certain product or a certain person or a certain place or fill in the blank, right? So whatever you're looking for, be able to find those and organize them in a way to where you could go in there and select, you know what, I want this clip, this clip, this clip and this clip and I want to send it to, you know, this particular production company and I want you guys to loop those for a trade show background or a new ad that we have coming out or fill in the blank. So the ability to not just store but actually use what you have is huge and, you know, something that we've been saying internally for a while is if you can't see it, you can't use it.
So, So getting visibility into what you actually have and having those avenues to share and reuse and think about what can we create with what we have, I think is what I would have on my list if I was looking for something to solve this problem. Yeah, and that's a great point. Thinking back to step one that you talk about of getting the footage, you don't have to have the raw timeline. We're not asking for, you know, if you do a full day shoot, we're not asking for six hours of footage, but if you got a three minute video out of it or a two minute video, there's more likely hours of footage that could be usable, whether it's B-roll or other very valuable pieces of interviews selects. You mentioned the building blocks to create future videos. Get those, have access to those so that next time you're talking about that theme or that topic, you can pull those and loop them into the next video without having to recreate that. Or if you need, you know, a specific presentation or you're hitting on a certain event, you know, or you're talking about a certain upcoming day of recognition on social, you have that available to you and it doesn't have to be the full timeline. It can be these individual pieces that help you better tell your story. So I think that receiving the assets, but also receiving the assets in a way that are usable is a really key component that, truthfully, most production companies don't do and they're gonna have to get on board with the way that B2B companies are gonna need their content because that's a huge gap between what production companies provide and what a B2B company actually needs to be successful with the content that they've just spent all the time and resources to create.
There's really two schools of thought when it comes to that, right? So a traditional production company, they're set up to do essentially commercials, right? And when you're doing a commercial, everything's scripted.
You have multiple takes of the same thing. Even if you gave them all the footage, there's not a whole lot more that they could create. As the professional you're going through and you're selecting the best takes and the best everything and you're giving them that final product. If you're doing a commercial shoot, that doesn't make a huge amount of sense.
But if you're doing a podcast, if you're doing executive interviews, if you're doing a customer conversation or customer case study, none of that is scripted. That is gonna have huge amounts of value through and through. So to section it off and get two minutes of that, it becomes a challenge and I look at it and I always try and think about what's best for the client.
I don't care how traditional production usually does this or that. I care about how do we serve the client's needs best? The client's needs are best served when they're getting everything.
That's why we make that available to everyone. And as you pointed out, I think more production companies are going to fall in line with that because at the end of the day, when these companies are waking up and saying, hey, we need to do more of this type of content, it's gonna start to become unacceptable that we got a single asset and that's gonna become a lot more prevalent to try and meet that need and expand that need into something that makes sense. Because if you're spending whatever the budget is, I'll throw out $10,000 in getting a video. At some point in time, that becomes questionable and it's definitely not repeatable, which if what you want is more video content for your company, 10 grand of video is not gonna get you more or at least not very much more. I mean, what do you have? $100,000, $200,000?
The max you get is 20 videos? That's problematic. And it's not something that most companies are going to standardize on how they operate on an annual basis. So more companies will come in line. The companies themselves will demand it and they'll find a solution that offers that. The production companies that don't do it, they can stay with the commercial space and deal with commercial content. But there's going to be, I think more companies who operate more in the way that we do, which is getting companies the content that they actually need outside of a commercial.
Can we do a commercial? Sure, but that's not all the content that people need and it needs to be treated differently when it is a different type of content. So you talked about leading teams building visibility into their content through the need to get it from the production company but then also be able to store it and access it and reuse it.
What systems or solutions actually exist that aren't at an enterprise level and outperform options that weren't necessarily built for that, what solutions actually exist? There's a number of solutions out there. I mean, there's software for days.
Everybody knows you can find 10,000 softwares that do just about anything these days. The big players that are really geared toward the enterprise, I don't think they're bad options. I think that you're going to use a fraction of the capabilities and you're going to pay the full price as if you're using all of it, right?
And I don't think that necessarily makes sense. Any marketing team that I've ever spoken to that has gone through that process of, holy crap, how are we going to store this and manage it and access it and reuse it and all of that stuff, it becomes overwhelming because a lot of the systems, they're really trying to beat all things to all people. When I say all people, they're not just focusing on the marketing function, they're focusing on the business function. So they're going in and worrying about, ooh, how do we manage the contracts or how do we manage the PDFs or how do we manage our standard operating procedures or our employee handbooks or our documents, right? Photo and video are a type of file that could go into that document management system, but it is a digital asset management, that's any asset.
That's PDFs, it's Word docs, it's fill in the blank, it's for everything, it just happens to also accept video and photo. There's a disconnect, I think, with some of those systems. Yes, they can organize it pretty well. Where it starts to fall apart a little bit is in the visibility aspect into some of them. And then, what I would consider reorganization or preparation for reuse of some of those elements, it starts to fall apart there because really what those systems are built for is storage, searchability to some degree, shareability for sure, but it's not really geared on the reuse side of things and it's not really set up how I would set up a system that's geared toward photo, video, or anything that's highly visual in nature. So, there's a little bit of a disconnect, I think, between what's out there and what the market will actually need or should be using when this need starts to arise in the organization. So, knowing that there are solutions that are either overbuilt for most B2B companies or they're underbuilt for most companies, if you were starting from scratch, what would you build?
Like, what are the key things that you think that are essential for a modern B2B company that is in content and needs to be able to manage and have visibility into their content for the sake of not just seeing it, but being able to reuse it? So, we had this need. We tried some systems out there.
None of them really fit our use case very well and it left a lot to be desired, especially when it came to the visibility and the reuse aspect, which I've already touched on. Our need didn't go away. We are tasked with this every day. We're delivering a lot of video and image assets to our clients and they need a way to manage it. We need a way to give it to them. We need a way to help them reuse different aspects of things and the software that was out there really fell short of what I thought was possible. So, we ended up creating our own system, which you know we use it internally, right? So, we created our own system.
We gave access to our clients. The idea was, can this be better than what's out there? And even with kind of a version one beta, the answer was, hell yeah, this is significantly better in the way that we can see what the hell we have so that we could reuse it. We can search it.
We can file down into person, place, topic, product, service, whatever it is that we need to talk about and really be able to say, here's some stuff. How can we reuse this? And you know, we have a number of times that clients have since looked at their assets and come back and said, oh hey, we want to produce something out of this or run entire campaigns where we didn't shoot anything. The biggest example is we ran an entire equipment campaign where we produced, I think it was 54 different assets for this campaign, but we didn't shoot a single piece of video because we were able to reuse everything that they already had and just seeing that happen, normally from a production company standpoint, you're going, well, I want you to shoot video.
I want you to shoot video, that's fine, but I don't want you to shoot video you don't need. I want you to get the most use possible out of the assets you have, which is why we created our system. And I was looking at the success there and we've had a ton of internal conversations about what do we improve, how do we expand it, how do we make it available to more people and more useful in general within those teams. That's really what we're up to now is how do we expand the search capability and make it so user friendly that it's not just a photo or a video. It's, let's talk about the type of photo or video. Is it an actual video, a finalized piece that could be posted, or is it one of the building blocks, almost your own stock video library or stock image library that you're gonna be able to search through.
Are we breaking it down by size or by use? So if I know, okay, I'm gonna put something on Instagram for example, and I want it to be a 916 aspect ratio, I can actually search by these aspect ratios. So there's huge amounts of filtering options that really narrow down, not just can I find video content but can I find video content about this thing for this particular use? And when the answer to that question is yes, your possibilities start to open up and it starts to become a lot clearer what you have and on the what you have side of things, being able to see all of it, no files, no nesting, no structure like that that get in the way of seeing your visual asset and really being able to get in there and say, I have this playground where I have all these toys, what can I make with them? And I can sort them in different ways and I can organize them. And for me anyway, I think the coolest part is being able to select and say, hey, I want these particular clips and this is what I want to do and really being able to start even new initiatives out of that of like, hey, I want a new deliverable now out of these things that I already have and giving marketing teams the power to do things like that is a night and day difference from I have somewhere where I can store my assets. Now you've got a creative tool that really maximizes your investment every single time that you get the opportunity to do a video or a photo project or really any sort of visual asset that could be reused in the future.
Yeah, and you mentioned the word playground and it's really interesting to see the creativity that comes out because I do think that it has this element of you're only limited by what you can think of. And I've seen some really interesting use cases of it where one time somebody was looking for a post for women in engineering. So they went through and they searched the engineers in their company that were women. They found the clips of that and filtered it by 916 because of where they were gonna post and they were able to put in a request to string those together for a women in engineering day or even the way that you're talking about just having individual building blocks and the way that those can be used on social.
We had another company that had some footage out in the field of an operator walking through the field and they were able to take that single clip and they were able to post that with a caption that was related to what a new initiative they were doing and they didn't have to shoot anything else. And the beauty lies in being able to see, think, and reuse the stuff that you already have. You don't have to go shoot new content like you said because it already exists. You just needed visibility into it and a little bit of time and a little bit of creativity to say, what can I do with this? How does this apply to communicating our message?
What can we say to our audience with this clip or these series of clips or this content? How do we utilize that to maximize the ROI of what we've already shot? Because if you have the ability to create from what you've already shot, it helps free up resources. And then when you have those conversations about budget next year, you can look at it and you can say, well, actually we shot for two days but we came out with 300 assets and we've actually reused 200 of them in the last six months. I mean, that has such a strong business case that it blows me away when I see people doing it the traditional way and it's just so wasteful. I had a CEO that I was in a group with his company to do about 150 million a year and he was not a real big fan of shooting a lot of video. He's like, yeah, we've done video in the past and we had a video here and a video there.
It's just not a critical component of our communication strategy, mainly because I kind of view it as excessively expensive and when I was able to kind of show him and I wasn't trying to sell him on it, I was showing him, hey, let me show you this system. So I opened it up and I showed him one of the clients that we had been working with and I think we did two production days at one of their manufacturing facilities and they had over 600 assets from those two days and I'm scrolling through and showing it to him and he was like, oh, where did all this come from? And I was like, well, that was two days. He's like, no, that's insane. And I was like, no, that's normal. That's normal, this is how this should be going.
You just don't get that. No, no, and I was like, hey, these are their assets. They're gonna reuse these and I talked about some of the videos that they're actually using them on.
I think they had four or five already planned but they could use them in the future and he was like, dude, this is ROI. This opens up the possibility for me to think about video in a different way and it would be a lot easier to say, yes, if I knew that we were gonna get this long-term value out of this asset. Yeah, because to your point, you're not paying $10,000 for a video anymore. No, no, which, hey, there's videos out there that are worth $10,000. There's videos that are worth $100,000 or more but that's not all videos. It shouldn't be when you're talking about the content that most companies are needing today.
When you get outside of commercial assets, that's not the need, the need changes. Okay, so if you have somebody in a marketing team right now or a function that utilizes content in the way that we've been describing, what is the next best thing they should do? What should they go out and do tomorrow morning that will help them get visibility into their content that will help them be more organized, that will help them reuse their assets to see this ROI we've been talking about? What is that next step? So the first thing that I would recommend doing is getting a handle on how are you actually storing your visual assets or your marketing assets currently? So understanding where you're coming from will help you know where you need to go.
So get a handle of that first. Most marketing teams have an idea of where they're stored. They're in Dropbox, they're here, they're there.
Some of them won't have that set up yet. So just let's, everybody get on the same page first. What do we have, how do we use it, what don't we like, those types of things. So for our clients, they're using our visual asset manager called Visual, and they're about to get a new version of that that is gonna have a lot of really cool and drastically improved features, beautiful user interface that I'm really excited to roll out to them next week. But they're gonna get that. But if you're not our client yet, you can go look at other dams out there. There are other solutions that are definitely better than Dropbox, definitely better than Google Drive. They're not as cool as what we have for this specific use, but they will get you kind of out of the woods in at least an environment where you can see and manipulate your stuff a little bit better than you do right now. At some point in time, I suspect that that will also be available for people who are not necessarily our video clients that are just trying to manage their visual content in a slightly improved way that allows them to really maximize that ROI of their visual content. At the end of the day, we can all agree that you don't have a content problem in most cases. You have a visibility problem. If you do have a content problem, come talk to us.
But if you are trying to solve your visibility problem, now is the time to solve it because it is not going to get any easier. The more content you have, the more things you're managing. And there are real business implications for not having your content organized, for not having visibility into it to be able to use it, reuse it.
So whatever situation you're in, like you said, assess it first, but make that next move that's going to help you with your organization. It's gonna help you with being able to see what you have so that in the future, you will have a better system moving forward. Absolutely, if you can't see it, you can't use it. If you can't use it, you can't get an ROI.
If you can't get an ROI, don't be surprised when your company doesn't let you do it anymore. ["The Last Song of the Year"]
But if then we take them and we throw them to the side, the next time we go back and ask the finance team, hey, we need more budget for X, they're gonna look back and say, well, what'd you do last time we gave you budget? ["The Last Song of the Year"] So over the weekend, I went back and I rewatched, now you see me. And if you've seen the movie, you know that it's about magicians and they do these elaborate illusions, basically by pulling off heists, but the key is that it's hidden in plain sight. And so that got me thinking about B2B marketers, and it really highlighted the problem that sometimes they have different pieces of content that's hidden in plain sight, but oftentimes when they go to look for it, they can't find it. And that is a big problem that we tend to see with our clients, we tend to see this in the conversations we have of, you know, have you shot content or do you have access to your content? And it's always this really weird gray area or a little bit of an unknown scenario, and that's a huge risk for marketing teams.
So it's definitely a huge risk. And I think where I see it most often is, like you said, when we start that relationship with a client, it isn't always that we have to go in and shoot something new. A lot of times it's, what content do you already have? We wanna make the most use of what you already have. And when we start that conversation and say, what video assets do you have? What photo assets do you have?
What have you done in the past? Even clients that have done what I would consider pretty extensive video or photography don't necessarily have a good way to get it to you or find it or search through it or organize it or in some cases they don't even have it because it wasn't provided to them by that production company. So there's just these varying degrees of inaccessibility that exists within the visual asset portfolio of most of the companies that we talk to.
One of the things that we see is oftentimes that it's scattered, right? It's scattered across Google or Dropbox or these other systems that they've tried to implement that aren't really built for this. My question to you is, what is the most common way that marketing teams lose their content? Losing the content is an interesting way to put it. And that is pretty much what happens.
I think the most common way is that they don't actually receive it to begin with. And I think this happens most prevalently with video content. So they hire a production company. The production company comes in. They say, hey, we want to do this video. They give them that video. And that's the only asset they get, that final video.
They don't get any other assets from that shoot. And to put that into perspective for a marketer that has hired a production company that has come in and maybe they did, let's just say it was even a half day shoot. So from that half day shoot, you probably have two or three hours of footage. And the video you created was two or three minutes. What happened to the other footage? And most video companies won't turn that over.
They won't make it useful for the company because they'd like to hold it and charge you extra if you want additional edits or whatever it is. They view it as their property. We won't argue the ethics of that. But in most cases, it isn't that they've lost it. It's that they were never given it, at least when it comes to video.
Photo is a little bit different. Assuming that you were given your assets, video or photo, and you've had possession of these things, it becomes a storage problem. So these are not small files. These are not Word documents. You can't just put them wherever you store the rest of your documents. They're not going to be housed on your computer, right? And if they're the company's assets, they shouldn't be housed on your computer. So you've got certain IT departments that will have their own servers or their own organization in some way. And it'll be lost in the company's files somehow, because it wasn't really set up for that. And then along the lines comes a drop box first, right? So, OK, drop box is here. This is for Google Drive or some kind of repository that wasn't structured this way or intended to be used this way.
And those are the two big ones, right? Usually, we're getting invited to a Google Drive or invited to a drop box. And that's kind of where some assets live. But when you get in there, the organization of it is usually terrible. And everything's in these nested folders.
So trying to figure out, someone else will call it a filing system, in some cases it is. And then there was reasons for why it's the way that it is. In some cases, it's just this monster that got all shoved together. And it is disorganized, even when it's organized, because of the file structures and how they're set up. But the loss doesn't come from it being disorganized.
That's chaotic and problematic. But the loss comes from not being able to find something when you need it. Not being able to see it. Not having real access to it.
Sure, you have it. But if you don't remember you have it, if you can't find it, if you can't see it, if you can't search for it, if you can't really get to it, then you can't use it anyway. And that's where I think that loss comes from. That loss is the loss of the ability to use the asset that you've already paid for.
That's the big loss. And I think B2B companies have to realize this isn't a problem that doesn't have a solution. Because there are other companies that have a solution, have an asset manager, have some kind of structure that they do organize in the way that you're talking about. And they do have the different features of searchability and tagging and the functionality that allows you to properly manage your assets. Just usually it's inaccessible because it's at maybe an enterprise level. And then they feel like the only other option is something that is more accessible, like a Dropbox or a Google Drive. And I feel like the gap there is something that they don't really know how to solve. It's like, well, I can't use the same solution Nike's using. So I'm going to be forced into or pigeonholed into something like Dropbox.
Yeah. So for most marketers, especially in a B2B space, I don't even think they've considered that yet. They generally haven't done enough of that type of creative project where they're even viewing it as a problem. So, OK, we did a couple video projects. And we had a couple photo shoots. And it lives over here in a drive. But times are changing.
The content that B2B is creating isn't all written content anymore. You need to have video. You need to have photo.
You need to have these visual assets. So as they start to open themselves up to these, in some cases, newer mediums or they're advancing their usage of these mediums, it starts to change how they need to organize and manage their files. So this whole new world of what do we do to make this work starts to become a challenge for them. And when they rely on their old system, their Dropbox, their Google Drive, their company server, they very quickly start to realize this doesn't work in a multitude of ways. File size becomes a problem.
But also, and more importantly, how can we actually access this stuff and really use it? Yes, you can store it there. Yes, you can share it. When you go to reuse it in some way, when you go to search it for some reason, it is very difficult, if not impossible, to actually make that work. You also mentioned enterprise companies. And I think that's kind of something to consider. If you're on a marketing team and you say, you know what, we're going to start producing more assets. We're going to do more video. We're going to do more photo. We're going to get involved in this game a little bit deeper.
It is natural and I think probably necessary to look at who else is doing it and who's doing it well. You mentioned Nike and you could pick any top brand. It doesn't matter. Any big profile B2C company is going to have a very intense need for creative assets. They're going to have not a video project going on.
Take Nike, for example. I wouldn't be shocked at all to find out they have a hundred video projects going on at any given time. Separate photo projects going on at any given time.
Separate events happening. Just their content cycle and everything that's included in it would probably blow your mind. They're definitely at enterprise level, but when it comes to how are they managing that level of content? Well, they're using a very specific type of software called a digital asset manager, a dam, to manage those assets and they're managing it in a multitude of ways, but they have a lot more to think about than your standard B2B company is going to specifically. They're going to have to worry about, and the big one is probably, one, the separate projects have different permissions.
You've got different teams. You've got different access levels. You've got different storage capabilities and capacities with different people being able to access different parts of the project or change different aspects of the project. You've got athlete licenses, different licensing for creative elements, for talent, for music, for fill in the blank. It is a highly complex and very specialized need that somebody like Nike or Apple or whomever is going to have when it comes to their creative asset management. So you can look at that and say, okay, what would they use?
And those systems are out there. There's a number of them when you get into, for instance, Brandfolder, right? Brandfolder is a great application for something like that. Their biggest competitor, Binder, is also going to be a good choice for a big operation like that, but when it comes to your everyday company that is creating a video or 10 videos or probably even 100 videos a year, that may not be the best solution because it's not cheap. It's expensive to start with and it gets really expensive when you start adding your media to it.
And you know what, if you're a Nike or Apple, makes perfect sense. It's not expensive relatively to the projects that they're working on and what they have going on. You take your business that's doing, you know, 20 to 100 million dollars a year and say, hey, we want you to pay this amount of money just to manage your assets. And honestly, I think it gets to be a little bit excessive cost wise.
I still think the value's there, but I think it gets to be challenging for most companies in that range to say, okay, this actually makes sense as the solution, not just today, but as we get more and more assets into this. Yeah, you bring up a good point because you mentioned Binder. And Binder actually did a study and the results of that study said that 65% of the people that they interviewed said that they couldn't find the assets later.
So they ended up, it was wasteful. And so there's a real business impact on not having proper management or not having proper organization of the video or even images that you spend the time and resources to create. It's a huge problem. It is this unspoken thing that people don't think about.
You think, you have to stop and think. You have gotten approval for budget allocation to certain projects or certain one-off videos. And while we won't debate that right now, the reality is if you don't have access to that or you can't find it later, what are you gonna do? You're either gonna end up recreating it or you're gonna end up scrapping an initiative that you could have leveraged that had you just had more organization or insight into where it was or been able to find it. There's so many missed opportunities just by not having proper asset management that marketing teams just aren't considering when they're thinking about the true costs involved of creating content.
Absolutely, and I think the two biggest points that you brought up is one, if you can't access the content, you don't know it exists, you can't find it, you can't see it, whatever it is, there's a tendency to try to recreate assets that you might already have. I've seen this in companies that we've worked with where we work with a company for three or four or five years and they'll come and say, hey, we wanna do this project, we need to shoot this thing. And I've had to remind them, we've already done that. I have footage of this thing, so we don't need to shoot that. We might need to shoot something else to make this project work or, hey, you know what, if something changed, we needed a different location or there's a new model or what, there might be a reason to reshoot it, but let's look at what we have because shooting for the sake of shooting is not in anybody's best interest. If we have something that we can use that checks that box, why recreate it, right? When we could spend that time and effort and resources creating something else that we need, right? The other piece too is the business function. We don't get to produce this stuff for free.
It costs money, real money. So any business, we're answering to someone, we're up to something, we have a mission that we're trying to push forward. That's why we're creating these assets. It's a marketing initiative, it's a sales initiative, it's an internal communications initiative, it's a training initiative, it's whatever the initiative is, we're up to something, right? So when that budget gets allocated and we use it to create these creative assets and then we employ them toward that mission, that's great. But if then we take them and we throw them to the side, the next time we go back and ask the finance team, hey, we need more budget for X, they're gonna look back and say, well, what'd you do last time we gave you budget?
Oh, cool, you created this one video and you applied it to that one problem we have in it. It did or didn't move the needle and whatever metric we're judging by. And that was it, okay, versus, hey, we allocated the budget, you created the assets, you applied them here, but you also applied them here, here, and here, we're getting a lot more mileage every time we say yes to assigning a dollar toward creative. Maybe we open up more budget or maybe we just are able to say yes more often when you come ask us, hey, can we do this, that, or the other thing when it comes to creating video photos, whatever it's going to be. Yeah, and you bring up a great point thinking about the ROI on these projects, whether it's a single project or whether it's ongoing content, there is somebody that is gonna be taking a step back and looking at it of what did we get from this? And I think that's a huge thing to consider when planning, producing, and trying to reuse your content. So if somebody's listening today, how would they build visibility into their content or their assets? I think the first critical step is, if you're gonna create assets, make sure that you're actually going to get all the assets that you're creating, right? So if you don't have assets, there's nothing to manage, it doesn't matter. If you're getting one video at a time, you don't have a real big problem.
So make sure that the vendors that you're working with on photo, video, whatever the creative asset is gonna be, is going to be flexible in that you're not just going to get one asset, you're going to get access to the creative materials, the building blocks of your video, so that you could create more in the future. So that's step one. Make sure you're getting those things from whoever you're working with. The second piece is, make sure you have a way to store them, but go beyond storage. Storage is fine. Dropbox is great at storage. What it's not great at is searchability. It's not great on availability to see what you have. It's not great on compiling assets that could be reused in some way. So you really need a system that really opens up your creative possibility so that you can not just access your footage. Like, oh, that's cool. I have those videos that I made and I can go back to them and I could reuse a video that I've had in the past or I stored it here and I could find it easily and I could share it with a team member when they have a need.
That's fine. But what about going and looking at all of your assets? What about compiling all of your clips that have to do with a certain product or a certain person or a certain place or fill in the blank, right? So whatever you're looking for, be able to find those and organize them in a way to where you could go in there and select, you know what, I want this clip, this clip, this clip and this clip and I want to send it to, you know, this particular production company and I want you guys to loop those for a trade show background or a new ad that we have coming out or fill in the blank. So the ability to not just store but actually use what you have is huge and, you know, something that we've been saying internally for a while is if you can't see it, you can't use it.
So, So getting visibility into what you actually have and having those avenues to share and reuse and think about what can we create with what we have, I think is what I would have on my list if I was looking for something to solve this problem. Yeah, and that's a great point. Thinking back to step one that you talk about of getting the footage, you don't have to have the raw timeline. We're not asking for, you know, if you do a full day shoot, we're not asking for six hours of footage, but if you got a three minute video out of it or a two minute video, there's more likely hours of footage that could be usable, whether it's B-roll or other very valuable pieces of interviews selects. You mentioned the building blocks to create future videos. Get those, have access to those so that next time you're talking about that theme or that topic, you can pull those and loop them into the next video without having to recreate that. Or if you need, you know, a specific presentation or you're hitting on a certain event, you know, or you're talking about a certain upcoming day of recognition on social, you have that available to you and it doesn't have to be the full timeline. It can be these individual pieces that help you better tell your story. So I think that receiving the assets, but also receiving the assets in a way that are usable is a really key component that, truthfully, most production companies don't do and they're gonna have to get on board with the way that B2B companies are gonna need their content because that's a huge gap between what production companies provide and what a B2B company actually needs to be successful with the content that they've just spent all the time and resources to create.
There's really two schools of thought when it comes to that, right? So a traditional production company, they're set up to do essentially commercials, right? And when you're doing a commercial, everything's scripted.
You have multiple takes of the same thing. Even if you gave them all the footage, there's not a whole lot more that they could create. As the professional you're going through and you're selecting the best takes and the best everything and you're giving them that final product. If you're doing a commercial shoot, that doesn't make a huge amount of sense.
But if you're doing a podcast, if you're doing executive interviews, if you're doing a customer conversation or customer case study, none of that is scripted. That is gonna have huge amounts of value through and through. So to section it off and get two minutes of that, it becomes a challenge and I look at it and I always try and think about what's best for the client.
I don't care how traditional production usually does this or that. I care about how do we serve the client's needs best? The client's needs are best served when they're getting everything.
That's why we make that available to everyone. And as you pointed out, I think more production companies are going to fall in line with that because at the end of the day, when these companies are waking up and saying, hey, we need to do more of this type of content, it's gonna start to become unacceptable that we got a single asset and that's gonna become a lot more prevalent to try and meet that need and expand that need into something that makes sense. Because if you're spending whatever the budget is, I'll throw out $10,000 in getting a video. At some point in time, that becomes questionable and it's definitely not repeatable, which if what you want is more video content for your company, 10 grand of video is not gonna get you more or at least not very much more. I mean, what do you have? $100,000, $200,000?
The max you get is 20 videos? That's problematic. And it's not something that most companies are going to standardize on how they operate on an annual basis. So more companies will come in line. The companies themselves will demand it and they'll find a solution that offers that. The production companies that don't do it, they can stay with the commercial space and deal with commercial content. But there's going to be, I think more companies who operate more in the way that we do, which is getting companies the content that they actually need outside of a commercial.
Can we do a commercial? Sure, but that's not all the content that people need and it needs to be treated differently when it is a different type of content. So you talked about leading teams building visibility into their content through the need to get it from the production company but then also be able to store it and access it and reuse it.
What systems or solutions actually exist that aren't at an enterprise level and outperform options that weren't necessarily built for that, what solutions actually exist? There's a number of solutions out there. I mean, there's software for days.
Everybody knows you can find 10,000 softwares that do just about anything these days. The big players that are really geared toward the enterprise, I don't think they're bad options. I think that you're going to use a fraction of the capabilities and you're going to pay the full price as if you're using all of it, right?
And I don't think that necessarily makes sense. Any marketing team that I've ever spoken to that has gone through that process of, holy crap, how are we going to store this and manage it and access it and reuse it and all of that stuff, it becomes overwhelming because a lot of the systems, they're really trying to beat all things to all people. When I say all people, they're not just focusing on the marketing function, they're focusing on the business function. So they're going in and worrying about, ooh, how do we manage the contracts or how do we manage the PDFs or how do we manage our standard operating procedures or our employee handbooks or our documents, right? Photo and video are a type of file that could go into that document management system, but it is a digital asset management, that's any asset.
That's PDFs, it's Word docs, it's fill in the blank, it's for everything, it just happens to also accept video and photo. There's a disconnect, I think, with some of those systems. Yes, they can organize it pretty well. Where it starts to fall apart a little bit is in the visibility aspect into some of them. And then, what I would consider reorganization or preparation for reuse of some of those elements, it starts to fall apart there because really what those systems are built for is storage, searchability to some degree, shareability for sure, but it's not really geared on the reuse side of things and it's not really set up how I would set up a system that's geared toward photo, video, or anything that's highly visual in nature. So, there's a little bit of a disconnect, I think, between what's out there and what the market will actually need or should be using when this need starts to arise in the organization. So, knowing that there are solutions that are either overbuilt for most B2B companies or they're underbuilt for most companies, if you were starting from scratch, what would you build?
Like, what are the key things that you think that are essential for a modern B2B company that is in content and needs to be able to manage and have visibility into their content for the sake of not just seeing it, but being able to reuse it? So, we had this need. We tried some systems out there.
None of them really fit our use case very well and it left a lot to be desired, especially when it came to the visibility and the reuse aspect, which I've already touched on. Our need didn't go away. We are tasked with this every day. We're delivering a lot of video and image assets to our clients and they need a way to manage it. We need a way to give it to them. We need a way to help them reuse different aspects of things and the software that was out there really fell short of what I thought was possible. So, we ended up creating our own system, which you know we use it internally, right? So, we created our own system.
We gave access to our clients. The idea was, can this be better than what's out there? And even with kind of a version one beta, the answer was, hell yeah, this is significantly better in the way that we can see what the hell we have so that we could reuse it. We can search it.
We can file down into person, place, topic, product, service, whatever it is that we need to talk about and really be able to say, here's some stuff. How can we reuse this? And you know, we have a number of times that clients have since looked at their assets and come back and said, oh hey, we want to produce something out of this or run entire campaigns where we didn't shoot anything. The biggest example is we ran an entire equipment campaign where we produced, I think it was 54 different assets for this campaign, but we didn't shoot a single piece of video because we were able to reuse everything that they already had and just seeing that happen, normally from a production company standpoint, you're going, well, I want you to shoot video.
I want you to shoot video, that's fine, but I don't want you to shoot video you don't need. I want you to get the most use possible out of the assets you have, which is why we created our system. And I was looking at the success there and we've had a ton of internal conversations about what do we improve, how do we expand it, how do we make it available to more people and more useful in general within those teams. That's really what we're up to now is how do we expand the search capability and make it so user friendly that it's not just a photo or a video. It's, let's talk about the type of photo or video. Is it an actual video, a finalized piece that could be posted, or is it one of the building blocks, almost your own stock video library or stock image library that you're gonna be able to search through.
Are we breaking it down by size or by use? So if I know, okay, I'm gonna put something on Instagram for example, and I want it to be a 916 aspect ratio, I can actually search by these aspect ratios. So there's huge amounts of filtering options that really narrow down, not just can I find video content but can I find video content about this thing for this particular use? And when the answer to that question is yes, your possibilities start to open up and it starts to become a lot clearer what you have and on the what you have side of things, being able to see all of it, no files, no nesting, no structure like that that get in the way of seeing your visual asset and really being able to get in there and say, I have this playground where I have all these toys, what can I make with them? And I can sort them in different ways and I can organize them. And for me anyway, I think the coolest part is being able to select and say, hey, I want these particular clips and this is what I want to do and really being able to start even new initiatives out of that of like, hey, I want a new deliverable now out of these things that I already have and giving marketing teams the power to do things like that is a night and day difference from I have somewhere where I can store my assets. Now you've got a creative tool that really maximizes your investment every single time that you get the opportunity to do a video or a photo project or really any sort of visual asset that could be reused in the future.
Yeah, and you mentioned the word playground and it's really interesting to see the creativity that comes out because I do think that it has this element of you're only limited by what you can think of. And I've seen some really interesting use cases of it where one time somebody was looking for a post for women in engineering. So they went through and they searched the engineers in their company that were women. They found the clips of that and filtered it by 916 because of where they were gonna post and they were able to put in a request to string those together for a women in engineering day or even the way that you're talking about just having individual building blocks and the way that those can be used on social.
We had another company that had some footage out in the field of an operator walking through the field and they were able to take that single clip and they were able to post that with a caption that was related to what a new initiative they were doing and they didn't have to shoot anything else. And the beauty lies in being able to see, think, and reuse the stuff that you already have. You don't have to go shoot new content like you said because it already exists. You just needed visibility into it and a little bit of time and a little bit of creativity to say, what can I do with this? How does this apply to communicating our message?
What can we say to our audience with this clip or these series of clips or this content? How do we utilize that to maximize the ROI of what we've already shot? Because if you have the ability to create from what you've already shot, it helps free up resources. And then when you have those conversations about budget next year, you can look at it and you can say, well, actually we shot for two days but we came out with 300 assets and we've actually reused 200 of them in the last six months. I mean, that has such a strong business case that it blows me away when I see people doing it the traditional way and it's just so wasteful. I had a CEO that I was in a group with his company to do about 150 million a year and he was not a real big fan of shooting a lot of video. He's like, yeah, we've done video in the past and we had a video here and a video there.
It's just not a critical component of our communication strategy, mainly because I kind of view it as excessively expensive and when I was able to kind of show him and I wasn't trying to sell him on it, I was showing him, hey, let me show you this system. So I opened it up and I showed him one of the clients that we had been working with and I think we did two production days at one of their manufacturing facilities and they had over 600 assets from those two days and I'm scrolling through and showing it to him and he was like, oh, where did all this come from? And I was like, well, that was two days. He's like, no, that's insane. And I was like, no, that's normal. That's normal, this is how this should be going.
You just don't get that. No, no, and I was like, hey, these are their assets. They're gonna reuse these and I talked about some of the videos that they're actually using them on.
I think they had four or five already planned but they could use them in the future and he was like, dude, this is ROI. This opens up the possibility for me to think about video in a different way and it would be a lot easier to say, yes, if I knew that we were gonna get this long-term value out of this asset. Yeah, because to your point, you're not paying $10,000 for a video anymore. No, no, which, hey, there's videos out there that are worth $10,000. There's videos that are worth $100,000 or more but that's not all videos. It shouldn't be when you're talking about the content that most companies are needing today.
When you get outside of commercial assets, that's not the need, the need changes. Okay, so if you have somebody in a marketing team right now or a function that utilizes content in the way that we've been describing, what is the next best thing they should do? What should they go out and do tomorrow morning that will help them get visibility into their content that will help them be more organized, that will help them reuse their assets to see this ROI we've been talking about? What is that next step? So the first thing that I would recommend doing is getting a handle on how are you actually storing your visual assets or your marketing assets currently? So understanding where you're coming from will help you know where you need to go.
So get a handle of that first. Most marketing teams have an idea of where they're stored. They're in Dropbox, they're here, they're there.
Some of them won't have that set up yet. So just let's, everybody get on the same page first. What do we have, how do we use it, what don't we like, those types of things. So for our clients, they're using our visual asset manager called Visual, and they're about to get a new version of that that is gonna have a lot of really cool and drastically improved features, beautiful user interface that I'm really excited to roll out to them next week. But they're gonna get that. But if you're not our client yet, you can go look at other dams out there. There are other solutions that are definitely better than Dropbox, definitely better than Google Drive. They're not as cool as what we have for this specific use, but they will get you kind of out of the woods in at least an environment where you can see and manipulate your stuff a little bit better than you do right now. At some point in time, I suspect that that will also be available for people who are not necessarily our video clients that are just trying to manage their visual content in a slightly improved way that allows them to really maximize that ROI of their visual content. At the end of the day, we can all agree that you don't have a content problem in most cases. You have a visibility problem. If you do have a content problem, come talk to us.
But if you are trying to solve your visibility problem, now is the time to solve it because it is not going to get any easier. The more content you have, the more things you're managing. And there are real business implications for not having your content organized, for not having visibility into it to be able to use it, reuse it.
So whatever situation you're in, like you said, assess it first, but make that next move that's going to help you with your organization. It's gonna help you with being able to see what you have so that in the future, you will have a better system moving forward. Absolutely, if you can't see it, you can't use it. If you can't use it, you can't get an ROI.
If you can't get an ROI, don't be surprised when your company doesn't let you do it anymore. ["The Last Song of the Year"]
