11 Must-Answer Questions to Build a Strategic Video Content Plan

Before you start filming, you need total clarity on what you’re saying, who it’s for, and how it supports your business goals.

These 11 questions will help you build a strategic video content plan — the kind most companies wish they had before hitting record.

I’ve worked with 50+ teams across industries to launch podcasts, shows, and video strategies that actually move the needle. What you’re about to read is the exact framework I walk clients through in our kickoff engagements.

If these questions feel hard to answer internally, that’s exactly where I come in.

👉 Book a free strategy call and let’s build your show the smart way.

1. What’s the #1 business outcome we want video to drive in the next 6–12 months?

Forget “more awareness.” That’s vague. A good strategy starts with clear, measurable business outcomes.

Here’s what that sounds like:

• “Increase qualified inbound leads by 30% in Q4 via video touchpoints on LinkedIn.”
• “Drive 500 new job applications from experienced candidates through a culture video series.”
• “Shorten our sales cycle from 45 to 30 days by using customer story clips in nurture sequences.”
• “Grow our email list by 1,000 new subscribers from YouTube educational content by year-end.”

If your video content doesn’t support a business goal, it’s noise, not marketing. You don’t need to chase vanity metrics. You need video that moves the needle on what matters. Pro tip: If the business outcome isn’t clear, no content strategy will save you.

2. Who are our priority audiences, and what do they need from us?

Not everyone needs to hear from you. Who really matters?

Think about the segments you want to move, and what they want from content:

• Prospective customers → Need to see proof, personality, and positioning.
• Recruiting targets → Need to feel the culture, purpose, and growth opportunity.
• Current clients → Want to stay in the loop and see value delivered.
• Internal teams → Crave recognition, clarity, and alignment.

Every video you make should serve someone. Define them now so you don’t waste time later.

3. What are the 2–3 content buckets we want to own?

Think of this like claiming territory in your audience’s mind. You can’t win everywhere — so pick your lanes.

Examples:

• “People + Culture” → Highlight the humans behind the brand.
• “How It Works” → Pull back the curtain and demystify your product or process.
• “Future Vision” → Share POVs on innovation, industry trends, or market shifts.

These categories help you stay consistent and signal authority.

4. What expertise, stories, or POV do we have that nobody else can replicate?

Generic content doesn’t build trust. Voice does.

Pull from your lived experience:

• A former touring musician turned founder sharing what running soundchecks taught him about running teams.
• A brand strategist who built her business after working in a funeral home and learning the value of emotional tone.
• A fitness coach who rewired his whole life after a heart scare and brings deep empathy to every training plan.

This is your edge. Own it.

• Maybe your team has a decade of experience navigating regulatory complexity.
• Maybe your founder has a blue-collar background that makes your mission real.
• Maybe you’ve quietly built tech that solves a problem your competitors keep ignoring.

People want your angle, your scars, your spark. Give them that.

5. Who should be the face(s) of our brand on video?

Your audience isn’t looking for a logo. They’re looking for someone to trust. Pick 2–4 voices who can consistently show up and embody your brand:

• The founder(s) who can articulate vision
• A team member who brings warmth and realness
• A customer-turned-advocate who shares what it’s really like to work with you

Don’t have someone internally who thrives on camera yet? Consider bringing in a media-trained co-host, someone who can guide the conversation, pull out your team’s brilliance, and keep things engaging. A skilled co-host can bridge the gap between your expertise and your audience’s attention span.

(If you’re looking for a co-host who’s comfortable on camera and knows how to pull out your team’s best insights, I do that. Let's talk)

You don’t need a celebrity. You need people with clarity, confidence, and credibility.

Whatever you choose, keep it consistent enough that your audience builds familiarity and connection over time.

6. What platforms matter most and how should video show up on each

Don’t treat every platform the same. Format follows context.

• LinkedIn → For decision-makers. Think sharp, digestible clips with a clear POV.
• YouTube → For deeper dives. Ownable series, search-friendly how-tos, brand storytelling.
• Email → Add short video to humanize drip sequences or deepen nurture campaigns.
• Internal Portals → For culture, recognition, and updates that people actually watch.
• TikTok/IG Reels → Optional, but powerful if you’re playing with lifestyle, humor, or behind-the-scenes storytelling.

Choose where to win and tailor the tone. Pick 1–2, repurpose smartly from there.

7. Should we create one flagship series or 2–3 lightweight formats?

There’s nothing wrong with clips and quick takes, but in a noisy content world, a clear, consistent show format is what actually builds trust.

That’s why I recommend starting with one standout series, a named, repeatable format that’s deeply tied to your business goals and your audience’s needs.

I call this your Signature Series:

A video-first show designed to reflect your voice, build brand equity, and scale your impact over time. Not a random string of posts, a real asset.

8. What kind of content would we be proud to publish?

This filters out the fluff.

Think about it:

• Would you be proud if your team reshared it unprompted?
• Would a recruit watch it and say, “I could see myself there”?
• Would your ideal client say, “Damn… they get it”?

Make content you’re actually proud of. The internet has enough noise.

9. What resources do we realistically have to support this?

Stop planning like you have a Netflix team.

Be honest:

• Who’s managing production?
• Who’s on camera?
• Do you have editing support — or just iMovie and a prayer?

Maybe you have:

• A marketing lead with 5 hrs/week
• A studio corner with a ring light
• A budget for a fractional strategist (hi 👋) and freelance editor

That’s enough. Let your resourcing shape your format — not the other way around.

10. If video content were wildly successful in 6 months, how would we know?

Get beyond vanity metrics.

Real signs of success might look like:

• Sales team using videos in their follow-ups — and seeing better response rates
• New hires saying, “Your content helped me decide to apply”
• A steady stream of DMs, emails, or mentions from ideal clients referencing your work
• Stakeholders outside of marketing asking when the next video is dropping

Your future wins are already hinting at themselves. Start listening.

11. Who makes the final call?

If content gets stuck in approval hell, it dies.

Define this early:

• Who owns strategy?
• Who approves content?
• Who pushes “publish”?

Even if you collaborate with marketing, HR, or sales — one person or team needs to have the final say.

Want help launching your show?

These 11 questions are your filter. Your anchor. Your blueprint.

Answer them honestly, and your video content will have purpose, direction, and edge.

👉 Book a free strategy call here.

We’ll talk goals, format, and how to build a content plan you’re actually excited to execute.