TreeTrunk Digital

There's one video strategy mistake I see more than any other in small marketing teams.

And it's not choosing the wrong platform. It's not bad production quality. It's not even inconsistent posting.

It's building your entire content strategy around what you want to say, instead of what your audience needs to hear.

It looks like this: you sit down to plan content. You brainstorm things that feel relevant to you — a new service, a team update, a case study you're proud of. The calendar fills up. You film it. You post it.

And then six months later you look at the numbers and nothing is really moving.

The reason is that none of that content was designed around the audience's actual journey. It was designed around the organisation's internal priorities.

The fix is to start every content session with three questions:
- What is our audience struggling with right now?
- What belief is stopping them from taking the next step?
- What do they need to see or hear to trust us enough to act?

When every video answers one of those questions, your content has a purpose. And purposeful content performs.

Would love to know — does your team plan content from the inside out or the audience backwards? Honest answers welcome.

Unpopular opinion: most marketing teams don't need a better video strategy. They need to actually write one down.

I speak to small teams every week who've been "working on" their video strategy for months. Meanwhile they're posting inconsistently, filming without a clear purpose, and wondering why it's not gaining traction.

Here's the truth: a strategy that fits on one page and gets used beats a 40-slide deck that sits in a folder.

Five things. One page. Done in an afternoon:

Who you're making video for
What you want them to think, feel or do
Which platforms (pick two, not five)
How often you can realistically show up
How you'll measure whether it's working

If your team doesn't have this written down, that's the only strategy conversation you need to have this week.

Does this resonate? Drop a comment. I'd love to know where you're at with your video strategy right now.