Your Brand’s YouTube Strategy is Right in Front of You.
"We want to be on YouTube. But what content should we make?"
As a creative director and strategist, this is a question I hear quite often from clients. My answer always surprises them.
I don't start by brainstorming video ideas. I don't start by looking at competitor channels.
I start by asking one simple question: "When was the last time you had a real conversation with your customer?"
Here’s the secret that no one seems to talk about: The best strategy for building a successful business and the best strategy for building a successful YouTube channel are exactly the same.
Stop guessing. Start asking.
The Business Blind Spot
Brands spend millions on market research, focus groups, and customer surveys to figure out what to sell.
Then, when it's time to create content (especially on YouTube), the research is the first to go.
People don't go to YouTube to be advertised to. They go there to learn, to be inspired, or to feel a connection. Your customer is already telling you exactly what they want to see. Your business's best content strategy is hiding in your existing customer strategy.
Use the Funnel: From "Newbie" to "Loyal Fan"
The best way to map this out is to think about your customer journey (or in YouTube terms, your viewer funnel). Your customers at the "top" (newbies) have completely different needs than your customers at the "bottom" (loyal fans).
You need to talk to both on YouTube, strategically, and with the proper upload cadence.
1. Top of Funnel: The "Newbie" Customer
Who they are: The "Top of Funnel" lead. The "I'm just browsing" viewer, happened upon your content.
What they need: They are skeptical, curious, and just trying to understand the problem. They don't want a sales pitch; they want to stay curious.
Where to find the ideas: Go talk to your sales team or read your "Contact Us" form submissions.
Questions to ask: "What was the #1 question you had before you ever bought from us?" "What was the biggest 'myth' or misconception you had about our industry?" "What was the final piece of information that made you trust us?"
The Content You Create:
"5 Mistakes Everyone Makes When They Start [Your Industry]"
"A Beginner's Guide to [Your Product/Service]"
"The Candid Truth About [The Problem You Solve]"
This content builds trust. It positions you as an expert guide, not a pushy guru.
2. Bottom of Funnel: The "Loyal" Customer
Who they are: The "Bottom of Funnel" convert. The "Super Fan" viewer who leaves comments.
What they need: They already trust you. Now they want to feel seen, to go deeper, and to feel like part of an exclusive community.
Where to find the ideas: Talk to your customer service team, read your DMs, check your comments. Do research on what these exact audience members are seeking answers to outside of your platforms.
Questions to ask: "What's the one 'pro-tip' you've discovered about us or this industry?" "What's your favorite part of being in this community?" "What's the next big challenge you're trying to solve?"
The Content You Create:
"Advanced Tips for [X] You Probably Don't Know"
"A Day in the Life: How [X] Uses [X]"
"The Future of [Your Industry] (A Deep Dive)"
This content builds loyalty. It transforms customers into advocates and viewers into a true community.
Your YouTube Channel is Your Business.
Whether you're selling a product or building a personal brand, the currency is the same: attention and trust.
My personal brand inspiration channels- Yes Theory, Discover Connection, Michelle Khare- don't just broadcast to their audience; they listen to them. They build their next video based on the connections from the last one, and anticipating the curiosities to come.
Your customer service emails aren't just support tickets; they are a goldmine of content ideas.
Your customers have already written your entire content strategy. You just have to be willing to stop talking and start listening.
Ready to stop guessing?
If you're a business or creator ready to build an authentic YouTube strategy that actually connects with an audience, I can help.