Getting to the Point! A content creation case study

By: Richard Michie

We’ve been involved in Leeds Digital Festival for a long time now, running physical events pre-covid, and virtual ones during the lockdown. So when the festival returned to a physical event this year, we just had to get involved again.

Previously we’ve run our Social Media Masterclasses, but for this year’s festival, we thought we’d do something a little different.

And ‘Get to the Point’ was born.

The premise is simple. We have a range of speakers who can talk on any subject they like, but they have to follow Get To The Point’s unique set of guidelines:

  • 5 minutes to get to the point
  • 20 slides
  • 15 seconds each slide
  • No sales pitches

These constraints make for a unique format, and fast-paced, fun, and fascinating presentations.

There are no Q&A sessions at Get to the Point, so the speakers need to ensure they convey their messages as concisely as possible within our specific limitations.

We pitched the idea to Leeds Digital Festival, and they went for it. From there, we spoke to the lovely people who run our office space in Leeds, 2-Work, about holding the event there, and we were off.

Finding diverse speakers who can ‘Get to the Point’

The next step was finding speakers. At first, progress was slow, until a LinkedIn post sent one Sunday brought out the people we were looking for, and our line-up soon filled out.

One niggle was that our lineup consisted mostly of white men.

Though we’re an agency run by a white man, with employees fitting this description, The Marketing Optimist are a diverse team of people, and so we wanted to have a more diverse range of speakers, both to reflect Leeds’ incredible digital community more faithfully, and because it reflects our values.

Social media to the rescue, again. We put out a plea on LinkedIn and The Marketing Optimist Instagram account, which caught the attention of a number of brilliant speakers we’re pleased could join the lineup.

This is something we’ll work hard to address when we run ‘Get to the Point’ again.

Once we had all our ducks in a row, we created an Eventbrite page, which Leeds Digital Festival linked to, to handle the ticket sales. We also added a blog on our site with the ticket link embedded.

This gave us three promotional options for getting ticket sales.

Now the fun bit – promoting ‘Get to the Point’

The next stage was to get the word out. This involved a series of videos highlighting the idea of the event with very simple messaging which crucially has to get to the point.

All the videos were shot using an iPhone and edited in Canva, enabling us to build a consistent style, message, and brand for ‘Get to the Point’.

The initial videos were very simple, selfie-style affairs, but as the launch of the festival came closer, we stepped up our game and produced what we codenamed our “Bob videos”. Three parody videos of Bob Dyan’s iconic Subterranean Homesick Blues video.

This was a real team effort, with everyone involved in the production. I came up with the concept and fronted it. Myself and Courtney created the cards, and Chris, an ex-professional musician, wrote, played and produced an amazing Dylan-esque soundtrack.

We shot the videos near the Trinity Shopping Centre and Woodhouse Lane Car Park in Leeds, in just a few hours. Then back to the office, where we edited the footage, and added effects and a closing title screen in Canva, before handing it over to Chris to add the soundtrack.

The whole production was completed in two days, and the videos were then used on The Marketing Optimist’s LinkedIn, Instagram, Twitter and TikTok social media accounts.

In total, the videos received 10,868 organic views over a two-week period, and helped us sell out ‘Get to the Point’ with 3 weeks to go before the night itself.

We hoped to have a decent audience at this first event, but with the effort we put in, we ensured a full house and increased our brand exposure using a strong marketing strategy, an effective idea, and simple production and promotion.

We’re really looking forward to ‘Get to the Point” on September 27th and if you’ve got a ticket we can’t wait to see you. If you didn’t get one, well this may just be the first of many…

Interested in speaking to The Optimists?

Right from the beginning of our time working with The Marketing Optimist, they’ve taken the time and effort to get to understand Sharp Consultancy as a business and not just a client. We’ve seen a huge increase in the effectiveness of our social media strategy, particularly on Linkedin and we’re delighted with the impact it’s had on the business.

Jamie Caulfield

Regional Director, Sharp Consultancy

It was a pleasure to work with The Marketing Optimist on this project. It felt like a true collaborative effort on the day and they made the interviewee's feel at ease whilst talking about their journey on our RISE programme. The final video was professional and engaging, we have received great feedback around the quality and creativity of the case study. Including the video in our presentation made it come to life, with real humans sharing their stories, so thank you to the Marketing Optimist!

Hannah Prole

Impact Manager, Better Connect Limited

Case Studies


Marketing for Local Government

Moresby Hall Hotel

Hotel Rebranding

Sharp Consultancy

B2B Social Media for recruitment

The Edit LDN

Managing advanced eCommerce SEO

Better Connect

Digital PR and video production for events

Tango Networks

Marketing support for a global telecoms business

You may also like…

Using Generative AI is not a competitive advantage

Using Generative AI is not a competitive advantage

It's controversial but I firmly think that using AI is not a competitive advantage. I'm talking particularly about Generative AI such as ChatGTP, Midjourney and similar platforms that churn out creative copy, images and even video based on prompts. In this talk I gave...

SEO Manager – Remote/Hybrid

SEO Manager – Remote/Hybrid

We’re looking for an SEO Manager to join The Marketing Optimist. We’re growing fast and we’re looking to add a Search Engine Optimisation marketer who wants to expand their existing strategic marketing skills on some really interesting and diverse clients. You’ll need...

Here comes another Google Core Update

Here comes another Google Core Update

Google Core Updates come in waves. Each time one is announced, the SEO internet goes crazy. Rumours swirl around about how the changes will affect how websites rank. SEO’s on Twitter (sorry X), LinkedIn and now TikTok will begin sharing charts and graphs showing how...

Get to the Point 4th Edition

Get to the Point 4th Edition

While most people are slowing down, The Marketing Optimist are gearing up for 2024. So we are really pleased to announce the 4th Edition of Get to the Point will be held on 19th March Santander Work Cafe, Leeds! If you’ve not come across Get to the Point before, there...

Get to the Point Leeds Digital Festival 2023

Get to the Point Leeds Digital Festival 2023

In our second year of running Get to the Point at Leeds Digital Festival, we decided to step up our game a little and move to the offices of Glean at Leeds Dock. With improved tech and lovely surroundings, we brought nine great speakers to this year's Get to the...

The biggest trend in SEO

The biggest trend in SEO

The future of SEO is always a mystery, and those who try and predict how it’ll change are certain to be proved wrong. Regardless, I’m going to stick my neck out, and hope I’m wrong in my predictions. AI Generated content is going to be the biggest trend in SEO...