The challenge was to build a video production pipeline on a budget, and validate a target of 1.5 to 2% signup rate for YouTube when it comes to organic lead generation.

We created a complete production pipeline, outsourcing as many aspects of production as possible, while keeping costs down.

The process entailed:

• We used existing positioning and audience research documents, as well as value proposition resources to create content that would resonate.
• Setup of studio environment, including equipment and recording best-practices. Broadcast quality under €5000. Designed for fast content production with prompter, direct to OSB recording, in-camera color correction, quality audio and easy to edit multi-camera setup.
• Outsourcing video editing, thumbnail design and social media management.
• Standardizing processes enables weekly output of quality YouTube content and sustainable organic growth.