2 Minute Read By J. Andrew Green
Longevity = ROI: Don’t Sell Yourself Short
We’ve been in this business long enough to see these concepts play out. You see, in a world overflowing with content, it’s easy to believe that quick and spontaneous assets captured on the fly will do the job. And sometimes, they do. But if you’re only relying on fast, phone-shot content, you’re missing out on a critical long-term opportunity: the return on investment of high-quality, authentic assets designed to last.
Production Value Matters for the Long Game
When thoughtfully produced with high-quality equipment, paid talent, and an experienced team, photo and video assets can pay dividends for years, even decades.
A perfect example is the work I did for Atlanta’s Convention and Visitors Bureau back in 2003. It was an exhaustive project—we invested time, energy, and intention into crafting assets that had longevity. We shot with the best equipment available at the time, carefully planning shots with an eye on the future. The result? Not only did we create an award-winning film, but the assets we produced had staying power.
One standout moment: time-lapse footage we shot on film in 2003 was selected by a marketing group to showcase Atlanta when the city secured the Super Bowl in 2019. Millions of people have seen those shots—and with every use, the cost per impression dropped significantly. These shots weren’t chosen out of necessity or lack of options; they were chosen because they stood out as the best. That’s the magic of high-value assets: their quality and longevity amplify their ROI, making them exponentially more valuable over time.
Quality Assets Elevate Everything Else
There’s absolutely a place for broad-stroke, spontaneous content. Real-time moments captured on phones can add personality and immediacy to your brand. But those assets shouldn’t replace high-quality work—they should complement it.
When you invest in well-produced content created with proper permits, paid talent, and an expert team, those assets become the cornerstone of your library. Properly curated, they lift everything else. A striking aerial shot, an engaging time-lapse, or a perfectly framed hero image makes all your other content—even quick smartphone captures—look better by association.
The ROI of Thoughtful Investment
The return on investment of production value isn’t just about visual quality—it’s about building assets that endure. High-quality photo and video content can be used across campaigns, platforms, and years. They work harder, longer, and smarter for you.
So when it’s time to plan your next asset library, ask yourself: Are you creating content that will still have value 5, 10, or even 15 years from now? If not, you might be selling yourself short.
Authenticity and longevity are a powerful combination. Pair them with production value, and you’ll ensure your marketing assets aren’t just good for now—they’re good for the long haul.
Thanks for the read, JAG
