Video Content Strategy Example: What to Include

A video content strategy is a documented plan that outlines which videos your agency will create for clients, where those videos will live, how they'll be distributed, and what business outcomes they're designed to achieve. It's not just a list of video ideas—it's a framework that connects video production to actual business goals like lead generation, brand awareness, or customer retention. For agencies, having this documented keeps clients aligned, prevents scope creep, and creates a repeatable process you can use across multiple accounts. When you show a client a concrete strategy instead of vague suggestions about "making videos," you immediately look more professional and command higher fees.

The strategy should specify the types of videos you'll produce, the platform and format requirements for each, and the performance metrics you'll track. For example, a client selling B2B software might include short product demo videos optimized for LinkedIn (60 seconds, vertical format), longer educational how-to videos for YouTube (8-12 minutes, searchable for keywords), and customer testimonial clips for their homepage (30-90 seconds, high-converting). Each video type serves a different purpose in the buyer's journey. You'd also specify the production cadence—whether you're creating one video per week, four per month, or producing a batch quarterly. Without this clarity, clients often ask for ad-hoc videos whenever something comes up, which kills your agency's efficiency. A documented strategy prevents that by establishing expectations upfront.

Where this becomes actionable for your agency is in mapping videos to actual revenue drivers. Include in the strategy which landing pages, product pages, or email campaigns will host or promote these videos. Specify how you'll measure success—whether that's watch-through rates, click-through rates to a product page, demo request submissions, or customer acquisition cost. This measurement component is what separates a vanity video project from something that actually justifies the production budget. When you can tell a client "educational videos on your service pages increased qualified leads by 23%," you've proven video's value and built trust for future campaigns.

Your strategy should also address the resource and timeline reality. Include who creates the videos (in-house, freelancer, production company), what equipment or software is needed, how long each production phase takes, and the total monthly cost. This prevents clients from expecting Hollywood production quality for a $500 monthly video budget, and it sets clear expectations about revision rounds and approval timelines. A practical strategy also includes a content calendar showing what videos you'll produce for the next 3-6 months, what keywords or topics they target, and which platforms they're optimized for. For agencies, having this template-based approach means you can quickly adapt it for different client industries and budgets rather than starting from scratch each time.