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Hello Woodbrass team.
Thank you for allowing me to meet with you recently to film videos, discuss social media, how to simplify the filming process, and general marketing practices. Below, please see the documents I showed you during our time together, plus video explanations of some of the principles that we discussed.
2025 Content Strategy & Brand Style Guides
I prepared a presentation with some of my perspective above, and you can find the quick points below. Here is what you need to know:
Woodbrass competitors, from large companies (Thomann) to smaller retailers (La Baguetterie, Centrale Guitars) are not making YouTube content that connects with customers.This gives Woodbrass an opportunity to win market share by creating long-form video content that helps find new customers and that builds deep relationships with current customers.
Combine escapism and radical honesty to create the best video content.
Escapism (Fantasy, Creativity) – This draws people in to watch your video.
Radical Honesty (Human) – This creates trust and keeps people watching your videos in the future.
How can Woodbrass approach this?
Use popular formats, like Drumeo’s popular “drummer hears this song for the first time” videos (view an example here), but modify the format to be more aligned with the Woodbrass brand and mission.
Create a balance of entertainment with education about the products you sell, and ensure that you do not make your videos feel like a sales video. This balance is hard to create, but it is worth it.
Make sure that you play the “YouTube Game.” By optimizing your YouTube video titles, thumbnail images, and video descriptions (plus metadata), you will get more views on your video organically through YouTube. And this ensures that your videos rank higher in Google organic search, which continues to drive more traffic to your website. And that’s how you win more sales.
Give power to your social media managers to post more informal content and to respond to comments and DMs more often. The more you can show the world that Woodbrass is more human, the deeper your customers will connect with you.
By responding quickly to all your comments and DMs on social media, you start to create parasocial relationships with your customers. This makes your audience trust Woodbrass more. And when the audience wants to purchase new musical instruments, they will be more interested in buying these products from Woodbrass.
Use an internal style guide to help empower your social media managers, and this document will protect the business too.
Use an external style guide to make the process of getting content from external creators easier.
To access the internal style guide document, use the following links. – ENGLISH / FRANÇAIS
To access the external style guide document, use the following links. – ENGLISH / FRANÇAIS
For editable Google Docs of each of the documents above, please contact Arthur Masse.
Find the original presentation slides here.
Additional Documents Provided To Woodbrass/Algam Staff
One important piece of marketing in the musical instruments industry is that it is very different from marketing consumer products, so I have prepared a document that states those differences. Learn about this topic in the video below.
To access the document from the video above, use the following links. – ENGLISH / FRANÇAIS
Knowing the information from above, now we can look at trends in the musical instruments industry, which have evolved a lot even in the last six months. While short-form content has worked in the past, the focus of your work must shift to long-form video content. However, you may use the long videos to make short videos, so the focus ultimately reduces the amount of work that Woodbrass has to do.
Thank you for the opportunity.
I would like to thank Woodbrass and Algam for the opportunity to work on this project together. In the next few months, it will be very exciting to see how our first batch of videos will help build both of our brands. I also look forward to seeing your team use the tips and tricks included throughout this page in your marketing efforts.
If you would like to discuss any of these concepts further or have any questions, please email me at tim.baltes@gmail.com or call me at 07 67 86 20 83. Thanks again!