Sam Rogers filming on location in the Victorian High Country

Free. Three minutes.

Six jobs
your content has to do

Most brands cover two of them well and never find out about the other four. Score yourself honestly and see which gap is costing you the most.

Start the audit →

No email needed to see your result.

The premise

You already know when it is not working

The content goes out. The numbers sit flat. Nobody can tell you why.

It is usually not effort, and it is usually not craft. Most of the brands we meet are working hard and the footage looks fine.

The problem is coverage. Content has six separate jobs to do, and they are not interchangeable. A brand can be excellent at two of them and have nothing at all for the other four, and from the inside that feels like posting a lot and getting nowhere.

The Content Audit is the free, three minute self assessment OAA Media runs before quoting anyone. We are a video production and photography team in Myrtleford, North East Victoria, and we built it for outdoor brands that want to know which of the six content jobs they are missing. Six jobs, one score each, eighteen on the board. Nobody sees your result but you.

How to score it

  • 0We do not make this.
  • 1It exists. Nobody planned it.
  • 2We make it when we remember to.
  • 3It is in every brief. We have enough to test with.

Be honest. A low score is not a failure, it is what happens when content gets made post by post instead of against a plan.

The six jobs

One score each.
Eighteen on the board.

1 of 6

01

Cold reach

Stop a stranger

Someone who has never heard of you is scrolling past at speed.

Costs youYou are paying to put your ad in front of a stranger. The reach looks fine. Nobody stops.

Your score

0 = we do not make this. 3 = it is in every brief.

What to shoot, and how to tell you have this gap

What to shoot

Vertical, sound off, something moving in the first second. Shoot three or four different openings off the one setup so you can find out which one actually holds.

You have this gap if

  • Your best month this year was a launch, and nothing since.
  • Your ads are the product on a white background with a code.
  • Nearly everyone who sees your posts already follows you.
02

The environment

Show it where it gets used

“Looks good in the studio. Does it work where I am going?”

Costs youYou look like every other brand in the category, because the studio is the same studio for all of you.

Your score

0 = we do not make this. 3 = it is in every brief.

What to shoot, and how to tell you have this gap

What to shoot

The product in the conditions it was built for. Mud, salt, dust, rain, cold, a long way from the ute. Not a white sweep, and not the car park behind the office.

You have this gap if

  • Your product shots are studio and your lifestyle shots are scenery, with nothing in between.
  • The location got picked because it was close, not because it was right.
  • Your gear looks brand new in every single frame.
03

Proof

Show it taking a beating

“It looks the part. Will it hold up?”

Costs youThey like it. They do not believe it. They do not buy it.

Your score

0 = we do not make this. 3 = it is in every brief.

What to shoot, and how to tell you have this gap

What to shoot

Close on the parts that cop it. Zips, seams, welds, hinges, straps, the mounting point. Wet, loaded, filthy, a season in.

You have this gap if

  • Your DMs ask questions your content should have already answered.
  • Your best in use photo is someone standing next to it, smiling.
  • You have never once shown the product dirty.
04

Real people

Sound like someone who owns one

“Of course the brand says that.”

Costs youYour most expensive content is your least trusted. Polish reads as budget, and budget reads as a pitch.

Your score

0 = we do not make this. 3 = it is in every brief.

What to shoot, and how to tell you have this gap

What to shoot

One take, handheld, a real user talking about one specific thing. No script read. On a phone if that is what makes it land.

You have this gap if

  • Everything you publish sits at exactly the same level of polish.
  • You are paying creators who do not use the category, and it shows.
  • You do not have any.
05

The reason

Give a reason that is not price

“I can get something like this cheaper.”

Costs youYou compete on price, because price is the only thing you gave them to compare.

Your score

0 = we do not make this. 3 = it is in every brief.

What to shoot, and how to tell you have this gap

What to shoot

The person who makes it saying why it exists, in their own words. Where the material comes from. Who builds it. What you refuse to do even though it costs you.

You have this gap if

  • Your story lives on your About page and nowhere else.
  • Put a competitor's logo on your last three posts and nobody would notice.
  • The only thing separating you from the next brand is the number.
06

Peak season

Be shot before the season, not during

In the two months that make your year, you look like everyone else.

Costs youYour biggest selling window runs on your oldest footage.

Your score

0 = we do not make this. 3 = it is in every brief.

What to shoot, and how to tell you have this gap

What to shoot

Next season's campaign, shot this season while the conditions are right. Hero film, the stills, and the cutdowns for paid, all out of one booking.

You have this gap if

  • Your Christmas creative gets made in December.
  • Last year's peak campaign ran on the year before's footage.
  • Your busiest month is your least planned month.

Your result

Score all six above and your result lands here.

  • 0 to 6 Your content is underperformingMost of what you are paying for is not doing a job.
  • 7 to 12 It works in placesStrong at the top, thin where people actually decide.
  • 13 to 18 You are in good shapeThe gain now is consistency, not coverage.

Start with one. Build toward six.

The brands whose content works cover all six. They got there one shoot at a time, not all at once.

Fill the lowest score that sits earliest. Most first projects with us cover two jobs properly, and that is the right size.

Want the full breakdown?

Sam will email you the full breakdown within one business day: your score, the six jobs written out, and what one shoot would fix your lowest number. We do not add you to anything.

What it looks like

One shoot. Two jobs. Filled properly.

  1. 01

    We pick the gap

    Fifteen minutes on a call. We go through your feed and your ad account and agree on the lowest number that matters most. It is usually two jobs, not six.

  2. 02

    We build the shot list

    Not a mood board. A list of what has to exist when we are done, tied to the job it fills. You approve it before anyone loads a car.

  3. 03

    We shoot where it gets used

    In the environment, not visiting it. We live in the High Country and we work Australia wide, and we get cameras into places most crews will not take them.

  4. 04

    You get a library, not a gallery

    Vertical for paid and organic, horizontal for the site and retail, stills that match the film. Delivered organised by the job each piece fills.

  • Timeline

    Most projects run three to five weeks from the call to delivery.

  • Usage

    Perpetual, unlimited rights. Paid and organic, no expiry, no watermarks. It is yours.

  • Who turns up

    Sam and Jake. The person who pitches it is the person holding the camera.

What now

Fifteen minutes.
Your brand.
Scored live.

No deck. No discovery questionnaire. No pitch unless you ask for one.

If what you need is not a shoot, we will tell you that on the call. It costs us fifteen minutes and saves you a quarter.

  • Before

    Send us your handle. We look before we talk so the call is not spent on setup.

  • On the call

    We go through all six against your actual feed, not the version you gave yourself at your desk. You will disagree with us on at least one. That is the useful part.

  • After

    You leave with the filled in audit and the one shoot that fixes your lowest number. Scope, timeline, what it costs. Yours to run, with us or without us.

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