The Ultimate Video Content Strategy Framework

This is a comprehensive, 'go-at-your-own-pace', unique course for anyone working within the online video world.

By following our in-depth 10-step framework, which has been developed over 10 years with some of the world's leading brands, we guarantee that you will show a powerful ROI on every video project you apply the framework to.

Perfect for Agencies, Marketing Professionals and Video Production Companies.

Find out more below ...

What Does The Course Cover?

You'll have lifetime access to the continually updated course, as well as access to an online worksheet. As you progress through the course, you'll insert key data and findings to ensure you're creating the correct content and driving a remarkable return on investment. The worksheet also allows you to export briefs for production people and creatives, whilst allowing you to develop your personalised reports to ensure you're tracking and proving the ROI that your campaign has achieved. Take a look a the course modules below:

Before we even get close to thinking about the creative, there’s a few things that we need to understand about video.  Once we understand these key basics of video, we’ll be able to define some very specific parts of any video content strategy a little later on.

Topics we'll cover:

  • Defining Your Business Objective
  • The Buyer Journey
  • Benchmark Data
  • The ROI Calculator

So we’ve got the basics locked-in and we know what we’re setting out to achieve, but now it’s time to look at one of the key parts of any video content strategy and that’s the audience.  Beyond doubt, with the way in which people consume content these days and the constant evolution of sharing platforms, this is one of the trickiest parts of any video content strategy and without this in place, there’s a good chance that your videos will flop.

The work that we do here is vital to what creative we deliver, but also where and how we distribute the content.  We first need to ensure our content finds our audience and we secondly need to make sure that it appeals to them.

Topics we'll cover:

  • Defining your audience personas and demographics
  • Finding your audience
  • Appealing to your audience
  • Identifying and utilising influencers

We’re really getting somewhere now.  We now have our basics in place and we know our audience inside-out.  We know who they are, where they hang out and what makes them tick. Now, every distribution channel has its own benefits, best-practice and, of course, its quirks.  Most are seriously powerful if you use them in the right way - and that’s what we’re going to look at in this section.

In this section of the framework, we are going to be looking at what the benefits (and drawbacks) to each platform are, as well as what content does well - and why.  This section of the guide gets updated at regular intervals, as platforms are continually releasing new features and their algorithms change.  Therefore, be sure to keep coming back to this section in order to keep abreast of the developments.

What we won’t be doing in this section is actually showing you how to upload and optimise your content.  That will come later on. The reason for that is that we haven’t decided what content we need to create yet and we don’t want to get distracted whilst we’re on a role.  Therefore, this section will help you unearth the advantages of the various platforms, the best strategy for each (including paid promotion) and you'll get your head around how to implement this into your video content strategy.

At F&C, we break down the online distribution channels into three clear categories:

  1. Your website
  2. Broadcasting (Email, Messenger, WhatsApp etc.)
  3. Social Channels (Facebook, LinkedIn, Instagram etc.)

We’re going to go through each of these in some detail now.

Topics we'll cover:

  • Your website
    • Advantages
    • Hosting Tools
    • Embedding Video
    • Uploading to your CMS
  • Email Marketing
  • Paid promotion on social
  • Video capabilities of each of the major social channels

Now it’s almost time to get down to business, but before we start to conceptualise, it’s imperative that we know the parameters in which we are working.  Whilst most people will automatically think about monetary budget when it comes to investment, you also need to be aware of what internal resource you have available when it comes to creating the video content.  If you miss-judge, or ignore, either of these elements, it will have a detrimental effect on the quality of the content that you create.

If you are planning on instructing a video production company to create your content, please help yourself by letting them know the budget available and the parameters that they have to work within.

Having run a production company for over 10 years, one thing that we learnt quickly was that if you’re not given parameters, there’s no point in putting a creative forward.  More often than not, it’s a complete waste of time.

By the end of this section, we’ll know exactly who we have available, what their roles will be, how much we are putting toward production and how much we are putting towards promotion - as well as the budget that we are allocating to each of the social channels.

Topics we'll cover:

  • Importance of quality
  • Identifying internal resource
  • The production budget
    • What things cost
    • Setting a budget
  • The promotion budget

We’ve done all the hard work and we have absolute clarity on why we are creating this content, what we are looking to achieve, who we are looking to target and how we are going to reach them.  Now’s the time to (finally) think about what this video, or videos, actually look like.

Having gone through the previous four steps, we also discovered what kind of content our audience responds to and engages with, which means we’ve probably had a few ideas circulating in our heads when it comes to the creative.

But, although we know a lot about all those things, sometimes this can be the hardest part.

You’ve got two options here.  The first is to go with your gut and move into the production phase.  If you’re sure of what you want to create, that’s fantastic.

The second is to instruct the talents of a creative.  Perhaps you have one within your organisation, but if you don’t, we’d highly recommend instructing a freelance, or external, creative to help you develop a powerful concept for the videos.  Bear in mind, many production companies will have a creative within their setup, so if you’re going to the production route, reach out to them to find out.

Topics we'll cover:

  • The changing face of video
    • Regular video
    • Vertical video
    • Personalised video
    • Interactive video
    • 360 video
    • Live video
    • Webinars
    • Long form vs short form video
  • Briefing a creative
  • Video content splintering
  • The creative strategy
  • The call to actions
  • Choosing your production partners

Okay, the most important part of developing your video content strategy is being able to report and learn from the content that you are creating.  We’ve put a lot of work into developing the creative and now actually making the video content, so we need to be sure that the investment that we’ve made, both money and time, is returning.  And, if it’s not, we need to be able to identify why.

In this section, we’re going to be setting up our reports - both externally and within each platform.  We’re also going to take a look at the reporting features within each platform, so we know what to be looking out for.

Topics we'll cover:

  • KPI's & Tracking
  • Understanding social reports
    • YouTube analytics
    • Facebook & Facebook Stories analytics
    • Instagram, Insta Stories & IGTV analytics
    • LinkedIn analytics
    • Twitter analytics
    • Snapchat analytics
    • Other video channel analytics
  • How to track ROI
  • Google Analytics for video
  • Preparing your reports

Right, by now we should have the videos ready and it’s time to upload these to the various channels.  This section focuses on the social channels that are available. There will be similar tools within your own video hosting platform for your website.

The reason for this section is that there are certain best practices to follow on each social channel and each social channel will reward you for adhering to them.  It also makes complete sense from an accessibility point of view, which is actually why the social channels do this. They want to give their users the best possible experience when it comes to consuming video content, so it’s best to play ball.  For example, did you know that 85% of video consumed on social channel is watched in silent mode? It certainly makes sense to caption your video rather than disregard 85% of your potential viewers.

Topics we'll cover:

  • Uploading & optimising the channels
    • YouTube
    • Facebook & Facebook Stories
    • Instagram, Insta Stories & IGTV
    • LinkedIn
    • Twitter
    • Snapchat
    • Other social channels
  • Best practices

The videos are made, they’re uploaded and now it’s time to make sure they are getting in front of our intended audience.  This is a huge part of any video content strategy, so let’s get stuck in to ensure our videos are getting the attention they deserve.

Topics we'll cover:

  • Paid promotion
  • Engage again with influencers
  • Engaging with your viewers
  • Setting up your social advertising/promotions
    • YouTube
    • Facebook & Facebook Stories
    • Instagram, Insta Stories & IGTV
    • LinkedIn
    • Twitter
    • Snapchat
    • Other social channels

So here we are, everything is up and running, we’re driving views and engagement, people are coming back to our website and we’re converting them, so now’s the time to get all the results in one place and ensure that we are not only showing the powers that be how great the campaign is going, but also ensure that we are learning and fine tuning as we go.  This will ensure we maximise the return of the campaign and aren’t spending needlessly on ads that aren’t working.

Topics we'll cover:

  • How to track your results
  • Identifying success & issues

So we’ve delivered our first video content campaign off the back of a video content strategy.  We’ve managed to show some impressive results and we’re feeling good about our content. It’s time to map out an ongoing video content strategy.

Topics we'll cover:

  • Hero & Hygiene content
  • Mapping out your calendar
  • Applying the lessons learnt
  • Growing your audience

Brands that we've achieved with ...

After ten years of working with some of the world's leading brands, we're now sharing our tried and tested 10-step framework with you to ensure every video campaign that you work on drives a tangible and remarkable ROI!

Our Pre-Launch Sale Is On Now!

Our course launches at 9am on Monday 2nd September 2019, so act now to lock in your access to the course at the special pre-launch price of £799 (inc. VAT) now! That's £200 off for early-birds.









So who is this course for?

Production Companies

Our framework will ensure that you can go into any pitch with crystal clear data that will drive your creative.  On top of that, you'll be able to show your client exactly the result your content produced, which will lead to bigger and better budgets moving forward!



If you are regularly using, or thinking about using, video content in your marketing or communications campaigns, this course will teach you everything you need to know about video and how to drive and prove remarkable results to your client.


Marketing Professionals

Digital marketing evolves on a daily basis, so it's important to keep abreast of what's working.  This course will stand you out from your competition and ensure that you can show incredible results with each and every video campaign that you embark upon.


A Quick Introduction To F&C

Take a look at our 'showreel' to get a feel for what drives us and why we're doing what we're doing!


Purchase the Pre-Sale Price Now!


Never have I ever ...

If you've asked any of the following questions, this course is for you ...

  • How do I guarantee a return on our investment into video?
  • How do I prove that return to my boss, or customer?
  • How do I know where to promote my video content?
  • How do I know exactly what video content to make?
  • How do I know what is going to resonate with my audience?
  • How do I utilise social influencers to help promote my video content?
  • How do I get the very best out of each social platform?
  • What type of video should I be using and where?
  • How much should I be spending on my video content creation?
  • How much should I be spending on promoting my video content?
  • How do I promote my content efficiently?
  • How do I take my viewer on a journey to ensure they take action?
  • How do I track results?
  • What results should I be achieving?
  • What metrics should I be tracking?
  • How do I compile video metrics?
  • How do I interpret the video metrics I am tracking?
  • How do I optimise my video content for the channels that I am using?
  • How do I develop a 12-month video content strategy?
  • The list goes on ...

"By following their framework, Film & Content helped us reach 21million people overnight and more than 35million people within the space of a week thanks to a well thought-out video content strategy. We literally saved people’s live through the creation and distribution of the content."

Jennifer Illinesi
St. John Ambulance

Learn how to drive regular and guaranteed results from your video content with results showing in less than 24 hours!

Are you in charge of your brand’s video content, but find it difficult to generate regular successful results? You know video is the most powerful form of marketing, but it’s all quite overwhelming and you’re not entirely sure of the right formula.

You’ve tried reading the blogs, watching the videos and creating your brand's content, but the results just didn’t come. Every week you hear how this-or-that brand has nailed it, but it just doesn’t seem to happen on a regular basis for your video content.

It’s not your fault. The video content world is ever-evolving. New platforms seem to launch daily. Best practice changes by the second. Short form content was the rage, but is it now long form that’s winning? What about horizontal versus vertical? What happened to 360-video? Interactive video? Personalised video? Without a plan, it’s almost impossible to know what content to create these days.


  • Do you find it hard to measure, track and report on the success of your video content efforts?
  • Are you fed up with seeing everybody’s success stories with video, whilst your content just sits there?
  • Are you overwhelmed by the vastness and complexity of the video content world?
  • Are you in charge of a marketing budget and need to show real results?
  • Do you struggle to know what creative is best for your audience?
  • Do you understand which platforms are right for which video?
  • Are you worried about keeping up to date with today’s best practice within the video world?
  • Would you like to learn how to drive guaranteed and repeatable results through your video content?


If you can relate to these problems, we have the solution. Having worked with some of the world’s largest brands for the past 10 years, we have developed a Video Content Strategy Training Course designed for marketing professionals and we’d love to share our insight with you!

By implementing the lessons that you learn within the course, you will be able to return quantifiable results for brands in less than 24 hours and that’s without the need for any new content creation! In fact, once you’ve completed the course, you will be able to show significant results within your brand in just 7 days!

Imagine what it would feel like to confidently go in to the creation of any video content knowing that you are creating the right kind of video and have the right promotion plan in place to drive results. Imagine the look on your boss' or client’s face when you show up with tangible results measuring the success that you created!

For the past 10 years, we’ve been creating video content for some of the world’s leading brands such as Adidas, The British Heart Foundation, Estée Lauder, The International Olympic Committee and Unilever to name a few. We’ve successfully worked with over 1,000 marketing professionals to conceptualise and create their video content campaigns. And now we’ve developed a first-of-its-kind course to share this content with you!


Our Video Content Strategy Training Course will allow you to:

  • Create the right kind of content for the right audience.
  • Know exactly where to place and distribute that content.
  • Quickly and easily understand measurement metrics and develop reports.
  • Understand how to arrive at the right creative for your content.
  • See what is driving real results today for brands similar to yours.


So sign up now and ensure that every video content campaign that you embark upon drives real and remarkable results - guaranteed!

And remember, if you do sign-up today, you'll get the pre-launch price of just £799 (inc. VAT).  You'll have lifetime access to the online course, which is continually updated to ensure you're always at the cusp of new technology and techniques when it comes to video marketing.


Having worked in video marketing for the past 15 years, we understand how overwhelming video content marketing can be, but we guarantee that if you apply our 10-step framework to each video campaign you work on, not only will you achieve remarkable results, you'll be able to prove the ROI and unlock budgets to bigger and better productions moving forward!

Get Our 10-Step Framework Training

Click on the button below to take advantage of our pre-launch price and purchase our guide, built upon years of experience, to set you out from the rest!


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