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Transitioning from creating documentaries as a hobby to getting paid for it can feel daunting. But it’s absolutely possible, and it’s all about letting the right people know what you can offer. Over the past seven years, I’ve worked full-time as a documentary filmmaker with platforms like Hulu, HBO, and National Geographic. Through my experience, I’ve learned a framework that’s helped me turn opportunities into repeat work.

In this guide, I’ll break down the “Core 4” framework, explain how to market your skills, and share real examples of how I landed my early jobs. Whether you’re just starting out or have years of experience, these principles can help you get noticed and secure your first paid gig.

Why Filmmakers Need to Market Themselves

Even the most skilled filmmakers won’t get hired if no one knows they exist. You could be the perfect person for a project, but if decision-makers don’t know your name, you won’t land the job.

Getting your first paid role in filmmaking isn’t about waiting for luck. It’s a numbers game that relies on putting your name, skills, and work in front of the right people. When you’re starting out, this means actively generating leads and creating opportunities for yourself.

The good news? You don’t need an established reputation to begin. If you’re consistent and persistent, you can prove what you bring to the table.

The Core 4 Framework

The “Core 4” is a simple framework developed by entrepreneur Alex Heroi. It outlines the only four ways to let people know about you and your skills. These four approaches combine two key factors:

1. Audience: People who know you (warm) vs. people who don’t (cold).
2. Communication Style: One-to-one vs. one-to-many.

When combined, these create four quadrants:

• Warm Outreach: One-to-one with people you know.
• Posting Free Content: One-to-many with people you know.
• Cold Outreach: One-to-one with people you don’t know.
• Paid Ads: One-to-many with people you don’t know.

Nearly every successful filmmaker uses some mix of these. If you’re not finding opportunities, you’re likely not using the Core 4 effectively or consistently enough. Let’s look at how each quadrant works in practice.

Warm Outreach: Your First Step

Warm outreach involves contacting people who already know you. Friends, family, colleagues, or even past collaborators fall into this category. One-to-one communication—like emails, texts, or calls—is the foundation of warm outreach.

It’s an approachable way to get started because these people often want to help you succeed.

How I Landed a Role With Hulu

When I was in grad school, I wasn’t sure if I wanted to become a video journalist or a documentary filmmaker. I asked my professor if they knew anyone in the doc field who I could meet to learn more.

A week later, I was having coffee with a seasoned documentary director. I didn’t have much to offer professionally at that time, but I expressed passion for storytelling and a willingness to learn.

Four years later, I got a call from her. She was directing a feature film for Hulu and remembered me. She needed a cinematographer willing to work during the holidays and thought of me, likely because she suspected I wouldn’t mind working on Christmas. That meeting led to my first big documentary project.

This illustrates that warm outreach is about building relationships and staying top-of-mind. People may not hire you immediately, but if they remember you when an opportunity arises, that’s where the magic happens.

How to Use Warm Outreach

1. Create a List: Write down everyone you know who could help you—including family, friends, and former classmates.
2. Reach Out Personally: Send a friendly message explaining what you’re up to.
3. Be Genuine: Focus on building connections, not just asking for work.
4. Keep It Simple: Communicate what you can offer and why it’s valuable.

If you’re just starting out, don’t shy away from working on smaller commercial projects. You can offer free or discounted work in exchange for experience, portfolio content, or testimonials. It’s all part of building trust and proving your skills.

Posting Free Content

One-to-many communication allows you to reach larger groups of people at a time, and posting content is a great way to do this with warm audiences.

Sharing your work online takes effort, but it’s a long-term investment. By posting consistently, you create a digital portfolio that grows your reputation and skills.

How I Gained Work Through YouTube

Years ago, I filmed a short documentary called Golden Hour about ultra running. I wasn’t paid for it—I made it to practise and show my skills. After posting it on YouTube, it gained traction in the niche ultrarunning community.

One of my viewers was fellow filmmaker Ethan Newberry. Ethan later directed a documentary for The North Face and hired me as a cinematographer for the project. He trusted my skills because he’d seen my videos and knew my interests aligned with the film.

By sharing my work online, I landed a paid gig in a field I was passionate about.

Tips for Sharing Content

1. Choose Platforms That Suit You: YouTube, Instagram, and TikTok are great for video content.
2. Share Regularly: Even snippets or behind-the-scenes clips can demonstrate your skills.
3. Educate or Entertain: Good content either teaches or engages people.
4. Be Authentic: Don’t wait for perfection—post what you’re creating today.

Building an audience takes time. But as you grow, so will your opportunities.

Cold Outreach: Break Through to Strangers

Cold outreach means contacting people who don’t know you—producers, editors, or companies who could use your skills.

It’s a numbers game. The more people you contact, the higher your chances of landing a gig. It takes persistence, but a few successful outreach efforts can transform your career.

Pitching to Editorial Outlets

I’ve pitched stories to outlets like Business Insider, PBS, and National Geographic. Each successful pitch has led to work that strengthened my credentials.

For example, when pitching, I make the effort to:

1. Find the Right Contact: Research who makes decisions for the types of stories you want to tell.
2. Provide Value Quickly: In a story pitch, get straight to the point with a strong idea.
3. Follow Up: If you don’t get a response, follow up politely.

The key is understanding their needs and showing what you can bring to the table.

How to Approach Cold Outreach

1. Find Contacts: Use LinkedIn, social media, or websites to identify decision-makers.
2. Craft a Strong Message: Be concise and communicate how you’ll solve a problem or add value.
3. Follow Up Often: Repetition matters. If someone doesn’t respond, try again after some time.

Remember, rejection is common. Keep reaching out until the right opportunity comes along.

Paid Ads: When It’s Time to Scale

Paid ads involve advertising your work to cold audiences through platforms like Google or Facebook. While effective for some, paid ads are not essential for beginners.

If you’re just starting, focus on the other three quadrants first. Build a foundation before considering paid advertising.

Create, Share, and Build Relationships

Getting your first paid filmmaking job isn’t easy, but it’s not impossible. By using the Core 4 framework, you can steadily build your reputation and connect with the right people.

Start Today:

• Reach out to one warm contact.
• Post a piece of content showcasing your skills.
• Draft a pitch for cold outreach.

Success in filmmaking comes from consistent effort, not luck. Share your work, solve problems, and stay persistent. Every small action brings you closer to your goal.

Now, get out there and start telling your story.