Video Strategy
Part of Video content strategy for business websites and owned channels
Planning a video series around the buying journey
Map a business video series to distinct buyer questions, make each episode stand alone and connect the answers on your website.
Plan a buying journey series around distinct customer decisions. List the questions people ask as they define a need, check fit, compare options and consider the next step. Give each episode a clear answer and enough context to stand alone. People may arrive at any point rather than follow a fixed sequence.
Map decisions before episodes
Start with questions from enquiries, sales conversations and site feedback where available. Sort them by what someone is deciding. Check which questions need video, which need text, and which belong together on one page.
| Decision moment | Possible question | Possible episode job |
|---|---|---|
| Define the need | “What problem does this service address?” | Show the situation and explain the intended outcome. |
| Check fit | “Would it work in our circumstances?” | Explain prerequisites and exclusions beside a relevant example. |
| Compare approaches | “How is this option different?” | Show a meaningful difference without unsupported competitor claims. |
| Take the next step | “What happens after an enquiry?” | Explain the process and information needed. |
This map is a planning aid. A business may find fewer or different questions.
Set one promise for each episode
Write a working title as a customer question and describe the answer in one sentence. Divide an idea if it contains unrelated decisions; combine proposed episodes if they would give almost the same answer. Give visitors enough orientation when they arrive directly from search or email, then answer promptly.
For a hypothetical Australian IT support business, separate answers might cover what a monthly service includes, what happens when an issue is reported and what information is needed for a proposal. Each serves a different decision.
Keep inclusions, conditions and steps in text where they can be checked later.
Separate pages are useful when each has a distinct purpose and enough substance; closely related answers may work better together.
Using Separate Pages vs Combined Answers for Related Questions
- Pros: Separate pagesEach page serves a distinct purpose and can be easily updated or referenced independently; ideal when answers are substantially different.
- Cons: Separate pagesMay lead to fragmented user experience if content is too closely related.
- Pros: Combined answersKeeps related information together; useful when multiple steps or conditions apply to a single decision.
- Cons: Combined answersCan become overwhelming if too much information is presented at once; harder to update individually.
Connect answers without forcing a route
Place each answer where its question arises on the website. A service page might lead to a process explanation; a process explanation might lead to an enquiry. Use descriptive navigation so visitors can choose what they need. Emails can point to the same maintained pages.
Make each hand-off specific. If visitors need to know what to prepare before an enquiry, direct them to that answer. State any material condition alongside the claim it limits rather than requiring someone to watch a later episode to discover it.
Review each answer and the series
Agree on terminology and service boundaries across the set. Plan accurate captions and suitable text alternatives for each finished video, including essential visual information. Check each page on its own for a complete answer, then check whether the routes between related answers make sense.
Use feedback and recurring questions to revise the map. Episode views indicate that videos were opened; they do not prove understanding or progress towards purchase. Before adding an episode, check whether an existing page can answer the new question.
