CMO · Framework · Intermediate · Saves 45+ hours
Video Content Strategy Framework
A strategic framework for building video into your content strategy - from hero content to everyday video.
What's included
- Video Strategy
- Video content types by goal
- Platform strategy
- Investment prioritization
- Team and resource planning
- Production Guides
- In-house video playbook
- Agency brief template
- Quality standards
- Equipment recommendations
- Distribution Framework
- Platform optimization
- Repurposing for video
- Performance measurement
Best used when
- Building video program
- Deciding video investment
- Training video team
- Developing video strategy
- Evaluating video ROI
The template
The Template
VIDEO STRATEGY
Video Types by Goal
| Goal | Video Type | Length | Investment |
|---|---|---|---|
| Awareness | Brand films, thought leadership | 2-5 min | High |
| Education | How-to, tutorials | 5-15 min | Medium |
| Conversion | Product demos, testimonials | 2-5 min | Medium |
| Retention | Onboarding, training | 3-10 min | Medium |
| Social | Clips, shorts, stories | 15-60 sec | Low |
Platform Strategy
| Platform | Best For | Format | Cadence |
|---|---|---|---|
| YouTube | Long-form, SEO | Horizontal, 10+ min | 1-4x/month |
| B2B, professional | Vertical or horizontal, 1-3 min | 2-4x/week | |
| Instagram/TikTok | Reach, awareness | Vertical, 15-60 sec | 3-5x/week |
| Website | Conversion | Varies | As needed |
Investment Prioritization
| Priority | Video Type | Reason |
|---|---|---|
| 1 | Customer testimonials | High conversion impact |
| 2 | Product demos | Sales enablement |
| 3 | Educational how-tos | SEO + authority |
| 4 | Social clips | Reach + engagement |
| 5 | Brand films | Awareness (expensive) |
PRODUCTION GUIDE
In-House Video Setup
| Tier | Equipment | Cost | Quality |
|---|---|---|---|
| Basic | Smartphone + ring light + mic | $200 | Good enough |
| Intermediate | Mirrorless camera + lights + lav | $2,000 | Professional |
| Advanced | Full studio setup | $10,000+ | Broadcast quality |
Video Production Workflow
| Phase | Steps | Timeline |
|---|---|---|
| Pre-production | Concept, script, logistics | Week 1 |
| Production | Filming | Week 2 |
| Post-production | Editing, graphics, review | Week 3-4 |
| Distribution | Upload, optimize, promote | Week 4+ |
Video Brief Template
| Section | Content |
|---|---|
| Objective | What should this video accomplish? |
| Audience | Who is this for? |
| Key message | What's the one thing to remember? |
| CTA | What should they do next? |
| Style/tone | Reference videos |
| Length | Target duration |
| Distribution | Where will this live? |
PERFORMANCE MEASUREMENT
| Metric | Definition | Benchmark |
|---|---|---|
| View count | Total views | Context-dependent |
| Watch time | Total time watched | Higher = better |
| Average % viewed | Completion rate | >50% good |
| CTR (thumbnails) | Click-through rate | >4% good |
| Engagement | Likes, comments, shares | Growing trend |
| Conversions | Actions taken | Varies by type |
Frequently asked questions
What is the Video Content Strategy Framework?
A strategic framework for building video into your content strategy - from hero content to everyday video.
Who is the Video Content Strategy Framework for?
It is built for CMOs and their teams working on Content Strategy. The AI coach adapts it to your company, stage, and goals.
How long does the Video Content Strategy Framework take to use?
It saves roughly 45+ hours versus building from scratch. Our AI coach can tailor the framework to your situation in minutes, then hand you a step-by-step plan.
Is the Video Content Strategy Framework free?
Yes. You can read the full framework and start getting coached through it for free. Sign in to save your tailored version and track your next steps.
How does the AI coach help with the Video Content Strategy Framework?
The coach teaches you the framework, asks a few questions about your business, tailors the framework to you, and gives you measurable next steps to execute.