A Seven-Element Video Strategy for Growing Your Business

You’ve put effort into video content, but the engagement and sales just aren’t there. That’s because success doesn’t come from random content—it comes from intentional video strategy. James’s latest guest, Ben Amos, will show you how to create one.

Podcast: Download (Duration: 56:40 — 78.1MB)

Video has evolved from a nice-to-have marketing tool to an essential component of business success. Whether you’re an e-commerce brand, a local business, or a content creator, the impact of video is undeniable. But simply creating videos isn’t enough—many businesses make the mistake of chasing views, focusing on tactics without a cohesive plan.

As James and Ben discuss in their recent podcast episode, a well-defined video marketing strategy is what separates effective content from wasted effort. In their talk, they break down the seven essential elements of a video strategy that ensures your video content drives real business results.

Ready to scale your online business but not sure how? Let’s talk about your next growth step

Table of contents:

1. Why strategy matters more than ever
2. The 7 elements of a video strategy

Audience: know who you’re speaking to 

Goals: define what you want to achieve

Content: craft the right message 

Distribution: choose the right platforms 

Optimization: maximize attention, retention, and action

Metrics: track meaningful performance indicators

Production: create the right videos

3. Final thoughts: start with strategy, then execute

Why strategy matters more than ever

The digital landscape has changed dramatically over the years. James recalls when businesses distributed content on DVDs and USB sticks because streaming wasn’t widely available. Fast forward to today, and every business has access to video through platforms like YouTube, social media, and their own websites. Having access to video, however, doesn’t mean using it effectively. Without a clear strategy, businesses often create content that fails to engage their audience or drive meaningful action.

So how do you ensure your video efforts aren’t wasted? The answer lies in having a structured strategy—a blueprint for why, how, and where you use video. Ben, video strategist and author of related book Engage, outlines a seven-step framework that every business should follow to maximize video success.

Download Ben Amos’s Ultimate Video Marketing Playbook: 18 Steps to More Views, Trust, and Sales (and the PDF transcription)

The 7 elements of a video strategy

1. Audience: know who you’re speaking to

Before hitting record, who is your video for? Many businesses make the mistake of creating content without clearly defining their target audience persona. The solution? Develop an audience avatar—a detailed profile that goes beyond demographics to include psychographics, behaviors, motivations, and challenges.

Ben explains that businesses should regularly refine their audience profile, using data and AI tools to analyze trends. The better you understand your audience, the more effective your messaging will be.

2. Goals: define what you want to achieve

What’s the point of your video content? Ben emphasizes that metrics like views and followers aren’t goals—they’re just numbers. Instead, video goals should align with different stages of the customer journey:

Without clear goals, businesses risk producing videos that look great but fail to drive impact.

3. Content: craft the right message

Content planning isn’t just about choosing a video format—it’s about delivering the right message to the right audience.

Instead of randomly creating TikToks or long-form YouTube videos, businesses should ask:

Storytelling is key. By structuring videos around client success stories, challenges, and transformations, businesses can create content that connects on a deeper level.

4. Distribution: choose the right platforms

Where will your videos live? A strong video strategy aligns distribution with audience behavior. A corporate training video won’t perform well on TikTok, just like a fast-paced Instagram Reel isn’t ideal for deep business insights.

Ben and James discuss how different goals require different platforms. James, for example, runs two YouTube channels—one focused on business coaching, another on surfing. Each has different objectives and requires unique content styles. The key takeaway? Distribute content where your audience naturally engages.

5. Optimization: maximize attention, retention, and action

Optimization ensures your videos perform well within the platform they’re published on. It’s not just about algorithms—it’s about audience experience.

Videos should be designed to:

* Capture attention with strong hooks and engaging thumbnails. 
* Retain viewers by delivering clear, structured content. 
* Encourage action through well-placed CTAs (e.g., subscribe, book a call, visit a website). 

Optimization isn’t about gaming the system—it’s about making your videos effective.

6. Metrics: track meaningful performance indicators

Not all metrics matter equally. Businesses often focus on vanity metrics like views, when what truly matters is how video impacts engagement, leads, and sales.

Ben recommends defining success based on goals. If your goal is brand awareness, then engagement and watch time matter. If it’s lead generation, track conversions. By analyzing the right data, businesses can refine their strategy over time.

7. Production: create the right videos

Surprisingly, production is the last step in a video strategy. Many businesses start with production—investing in cameras, fancy editing, and effects—without first defining the strategy.

James shares how his minimalist video style has attracted the right audience for his business. While some marketers push high-energy edits, he’s found that his ideal clients prefer authentic, straightforward content. This proves that production choices should be guided by strategy, not trends.

Final thoughts: start with strategy, then execute

The biggest mistake businesses make with video is jumping straight to tactics without a clear plan. By following the seven elements of video strategy, you ensure that every video has purpose and impact.

To get started, James recommends using the One-Page Video Strategy Canvas, available at EngageVideoMarketing.com. By mapping out your audience, goals, content, distribution, optimization, metrics, and production plan, you’ll have a clear roadmap for video success.

Video isn’t just about content—it’s about strategy. Get your strategy right, and the results will follow.

Tired of chasing growth while losing your freedom? Apply for my private mentoring group and regain control of your online business

Liked the show? Enjoy all the episodes when you subscribe on Apple Podcasts

Grab your FREE copy of Work Less, Make More! James went from working a full-time job to running a profitable business, having the freedom to travel, surf and spend time with family, and in his book you will find everything you need to know about how you can actualize the life you want, so you too can finally work less, and make more!