Your Creative Partner Should Be Focused on Business Outcomes - Not Just Beautiful Content
- Focus Forward Media
- May 30
- 2 min read

In a new era of performance-driven marketing, creating great-looking content just isn’t enough. Yet many agencies are still stuck selling “services”—video production, design, social media management, without tying them to the outcomes that actually matter to clients. And don't get me wrong, we've been guilty of this in the past. But we're learning, and we're shifting the conversations...
A recent article from Ad Age put it simply: agencies must stop selling creative services and start selling results. That message couldn’t be more relevant in today’s business climate, where every dollar spent is expected to move the needle.
What Clients Actually Want
Whether you’re a marketing director at a growing company or a business owner looking to scale, you’re not investing in a video just to "have a nice video." You’re investing because you want:
More qualified leads
More brand awareness
A higher conversion rate
Greater customer trust
MORE SALES
These are the outcomes that drive real ROI, and that’s what your creative partner should be aligned with. Essentially, we're talking about outcome driven video marketing.
Creative That Connects to Strategy
Here at Focus Forward, we're making a deliberate shift toward outcome-driven content. We’re not just making videos, we’re creating assets that fit into larger strategies. That could mean:
Structuring a brand video to address buyer objections
Optimizing testimonial videos to support brand trust
Creating ad content with A/B testing and performance in mind
Producing employee interview videos to recruit more A-players to your company.
The difference? We’re not thinking in terms of what we deliver—we’re thinking in terms of what the content delivers for you.
Why This Shift Matters
The value isn’t just in the content...it’s in how that content moves the needle. A creative partner aligned with your goals helps turn brand stories into tangible results.
This approach also forces better questions:
Who is this content for?
What action do we want them to take?
How do we want them to feel watching this?
How are we measuring success?
When those questions are baked into the creative process, the end result is content that doesn’t just look great, it works hard to meet your business goals.
We’ve worked with companies across various industries who saw real ROI from intentional, outcome-driven content. But it always starts by asking, “What’s the result you need?” not “What kind of video do you want?”
Closing Thought
If your agency or video partner isn’t asking about outcomes, it might be time to ask why. Let’s stop selling deliverables and start delivering results.
Want help turning your video content into a true marketing asset? Reach out to us today for a no-pressure discovery call to learn more.
Comments