Content planning: strategy before production

How is high-quality video content created for social media, YouTube and website blogs? Today I’m giving you a look behind the scenes – from strategy to production to publication. Using two screenshots as examples, we’ll show you how we produce content for YouTube & social media – always with the aim of increasing visibility, building community and ultimately achieving conversions – whether in the store, in the newsletter or via push notifications.

Before we even start rolling the camera, one thing is certain: the theme. Because there is a clear plan behind every single video. The focus is on the target group, search intention and SEO. We draw up editorial plans for at least a quarter in advance – including keyword research and structure.

YouTube video strategy: “How we produce strategic content – from the idea to the finished video!” – PS: We use shorts (short format) directly for Instagram, TikTok, X, LinkedIn, Facebook, Snapchat.

For Doktorfy, for example, we rely heavily on search terms such as “Abnehmspritze”, “Saxenda”, “BMI calculator” or “calorie requirement”. These terms are not only used in the video titles and descriptions, but also in accompanying blog articles, which in turn link to the videos.

Formats: Longform meets shortform

A central element of our system: each video production produces several formats. As the screenshot below shows, we produce both YouTube long-form videos with a length of 3-5 minutes and shorts under 60 seconds for each topic. Both versions address the same topic, but with different depth and appeal.

“Another tip for anyone with a new brand, the first 1,000 followers are always the hardest – I still love building channels completely from 0, ultra organic. You’ll be all the happier with 10,000-follower brands, 50,000-follower brands, etc.”

This not only ensures reach on various platforms, but also increases recognition. The long form explains, the short form triggers interest. Both always lead back to the next touchpoint – either to a store link, the next video or the blog.

Content nach Keyword Plan (YouTube SEO)

Quickly explained on YouTube:

Workflow after the shoot: editing with strategy

After the shoot, the editing begins – and for us, this is more than just technology. In tools like CapCut, we work with a clear goal: to keep the attention of the community. How do we do that? Through targeted cuts, zooms, text overlays, arrows, markers, screenshots and animations.

The second screenshot shows what this looks like. On the left is the raw material, on the right the finished cut, in which, for example, calorie information from a web calculator is shown and highlighted. Everything that is displayed is tailored to the user: easy to understand, visually clear, direct to the message.

Videoschnitt in CapCut Pro für Produktivität

Publishing & SEO: The flow decides

Our content is not simply uploaded – it is embedded. Each video is integrated into the corresponding blog post, including relevant keywords, text summaries and links to further information. This creates complete info hubs on every topic.

The videos link to each other: shorts lead to longforms, longforms lead to the blog, the blog leads to the store. Each content module has a job – and they all have the same goal: to lead the user to a conversion. This can be a purchase in the store, a newsletter opt-in or even a click on a push notification.

Content as a funnel: From visibility to conversion

The greatest strength of this system? The clarity of the flow. Every user knows what they can do next – but they don’t have to. The decision remains with the user, but we make it easy for them. This is particularly effective in combination with social proof (comments, likes, views) and call-to-actions in the video and in the text below.

Examples of successful flows at Doktorfy:

• Short about “Saxenda effect” -> Longform video with application examples -> Blog article with doctor link -> Shop page with the product
• Calculator video (e.g. BMI or calorie requirement) -> link to your own calculator in the blog -> further articles on nutrition -> prescription advice with medication recommendation

Regularity & community: why the plan counts

Success does not happen through a viral video – but through continuity. We post regularly. For Doktorfy, a long-form video every week or so, plus 2-3 shorts. This creates habits, trust and visibility. At the same time, we work with comments, community questions and short Q&A videos to build real closeness.

By planning in advance, we remain flexible without losing the central theme. Topics can be adapted spontaneously, but the basic framework remains the same. This is essential for sustainable success – both in SEO and on YouTube or TikTok.

How we produce high-quality video content

With the right strategy, a clear production structure and a content plan, social media, YouTube and SEO can be perfectly combined. The key lies in the interplay: topic strategy, video production, editing, blog integration, linking – everything interlocks.

And at the end? The question is always: What should the user do? A good post, a good video or a good blog leads the user exactly there – be it to the store, to the newsletter or to the next piece of information. Content is not an end in itself – it is the first step in the funnel.

Do you also want to produce high-quality content that works?

Write to us – we’ll show you how you can use your video content strategically for reach and conversions.

What is Content Creation? Definition & Meaning

Definition – Content creation describes the creation of multimedia Internet content such as videos, podcasts, blog posts and e-books. Broadly speaking, content creation encompasses all steps from the generation of ideas to the publication of an online contribution. The goal is to create content that fits the company and arouses the interest of customers.

The entertaining and informative content created is the indirect advertising for products and services. But it is so much more than just advertising. Because the content is tailored to the customers, focusing on increasing the reach of the company and its products. With a lot of effort, valuable content is created, which is accessible to everyone for free on the Internet.

Instead of swiping away, create dwell time: Why Content Creation?

Why Content Creation – People will only visit and stay on your website, blog or product page if it is informative, inspiring, entertaining and ultimately compelling. In other words, your content should be relevant to your target audience. As mentioned earlier, content creation is much more than just advertising, because the content is tailored to the customer and thus leads to an increase in the reach of the company and its products. Furthermore, trust is built within the target group and the number of your leads also increases through content creation.

• More than just advertising
• Contents are tailored to customers
• Increase the reach of the company and its products
• Building trust within the target group
• Increase the number of leads

Possibilities & types of content

Here is an overview of different types of content:

• Infographics
• Statistics
• Texts and text-based content
• Rankings and lists
• Interactive content
• Press releases
• Social media
• Emails
• Games
• GIFs, videos, animations and co.
• Podcasts and audio files
• Images, slideshows, etc.

Equipment & Facilities: Everything you need!

Depending on the form in which you want to publish content, you need different equipment. Basically, you can say that a camera, a microphone, a tripod, a good light source and possibly a lens are the basis.

• Camera
• Microphone
• Tripod
• Light source
• Lens

If you want to set up a studio for the production, then we have everything you need to know here about camera to lighting!

• Set up YouTube Studio

Content Creation in 4 Steps:ow Content Creation Works!

Content creation can be divided into 4 steps:

• Content Ideation

This is about the development of content. In other words, in this step, ideas for content are generated and concepts developed.

• Content Writing

Content Writing deals with the writing and related research of articles.

• Content Creation

As the name suggests, this is where the content is produced or implemented and completed.

• Content curation

The last step is to maintain, update and archive your already published content.

Tips and tricks from our agency

To help you create valuable content, here are a few tips!

Added value for target group: Tip 1

The content should represent added value for your target group. To do this, you need to understand and know your target group. What topics is your target group interested in?

Timeliness of your contributions: Tip 2

Furthermore, you should pay attention to the topicality of your posts. Updating outdated information can give you a competitive edge. Besides, Google ranks new posts higher and it improves the user experience. Accordingly, you should always adapt your posts to the current circumstances.

Regular content creation: Tip 3

Another important point is the regular creation of content. Because the more frequently you produce and publish new content, the higher the chance of picking up the users of your platforms and staying in their memory. But be careful. You should find a balance in order not to overwhelm your target audience. Create content when it makes sense. To do this, it’s helpful to create a plan for when to publish what content.

Individuality: Tip 4

In addition, you should develop your own style and focus on individuality, because this is how you stand out from the competition. The best way to do this is to track your content and analyze it accordingly. This way you will find out which posts work for your target audience and you can develop your own style on the one hand and increase the effectiveness of creating new content on the other hand.

Tips summary

• Understand target group
• Offer added value
• Pay attention to topicality
• Regular creation of new contributions
• Create schedule
• Develop your own style
• Track and analyze existing contributions

Examples: Viva con Agua, Spotify & WESTWING.

Here we have listed for you some examples of content, in the form of:

• Infotainment

This is an infotainment TikTok from Viva con Agua about its transparency.

@vivaconagua

Transparenz bei Viva con Agua 🔎 #vivaconagua #transparenz #waterisahumanright #fyp

♬ Originalton – Viva con Agua

• Statistics

Spotify has been using their listener data since 2017 to produce various fun and interesting statistics about their listening habits.

• YouTube video

For example, WESTWING, the Internet retailer for home and living, has made a video in which Sylvie Meis shows her apartment, in which products from WESTWING can be found again.

Conclusion: Success with valuable content

Conclusion – Content Creation is not only advertising, but creates trust, increases the reach of your company and its products and leads to an increase in the number of leads. This allows you to stand out from the competition in a very unique way and create a competitive advantage. There are no limits when it comes to creating content, but you should still pay attention to a few things to increase the effectiveness of your posts, such as checking the timeliness of your posts, making sure to provide added value as well as creating content on a regular basis. Therefore, it makes sense to create a plan when which content should be published where.

More about Content Creation

Did you like the article on content creation? Then find out more about this topic here!

Infotainment: relevance, meaning and guidance – example TikTok

Infotainment means conveying information in an entertaining way. The mix of information and entertainment increases receptiveness and learning effects. For this reason, companies should produce infotainment content to bring information about the product, service or company closer to the user. Why of all things infotainment on TikTok, what are the advantages and disadvantages of infotainment and how to produce an infotainment TikTok, you can learn here!

• Content creation in the form of infotainment