Why. Who. What. How.
The essential Four Steps of video strategy.
Individually focused; deliberately sequenced; collectively powerful.
Why — is video the right tool to help you achieve your goals?
We start with your Mission: how commercial success enables the human difference you make. Then we give video a specific objective in service of it. You get a clear priority to guide the creative work and judge its effectiveness.
Who — is your audience and what do we want them to do?
We establish whose understanding, belief or action matters to that objective. A customer choosing you, a partner recommending you and someone using your service may need different things. We identify what would help each move forward.
What — format, type or volume of videos should you produce?
I assess your existing work before recommending what to improve, connect, reuse or make. We develop the creative approach around the ideas that serve those needs. Stories, explanations, demonstrations or repeatable content strands: each earns its place through the job it does. A prioritised Content Matrix connects the choices to their audiences and objectives.
How — will it work in practice?
We plan around your people, budget and production resources. Where will video be useful: online, in a sales meeting, during training or through a partner? We decide who puts it in front of whom, in what setting, with what next step, and what response to examine.
Your strategy becomes a working Playbook.
The Playbook brings the thinking and practical choices together. A strategy map shows how they connect. Your execution roadmap sets out where to start, what follows and what needs to be in place.
Audience insights, production briefs and guidance on where and how to use the work assist the team creating and distributing your video output. Mission Metrics define the responses to examine against the video’s intended job.
Execution roadmap
Where to start
What follows
What needs to be in place
Know what progress you’re looking for.
Mission comes first because it tells us what progress matters. Metrics help us judge whether video is contributing to it.
Relevant reach and engagement data can show whether people encountered the work and stayed with it. Evidence of understanding, use or action records what happened next. We connect those responses to the commercial objective and interrogate what the evidence supports.
That gives your team a basis for deciding what to keep, adapt or improve.
Reach and attention
Did people find it and watch it?
Understanding and use
What did the audience learn and apply?
Action
What did this help them do?
Did this achieve the objective?
Keep, adapt, improve.
Your team carries it forward.
You should be able to explain the priorities, brief the people doing the work, choose where it will be used and assess the response. The Playbook, strategy map and execution roadmap give those decisions a shared foundation.
What should your video achieve next?
Let’s talk about the decisions your team needs to make.