Articles
Articles on YouTube, content teams and people on camera.
I write about YouTube, content and teams. What works, why it works and what to try next.
YouTube production
The most expensive YouTube production mistake happens before filming
I’ve worked with more than 100 YouTube channels across 16 industries. The camera was rarely the expensive part.
YouTube strategy
When publishing more actually helps a channel grow
Frequency helps when each release uses what the previous one taught you. Otherwise the team simply repeats the same mistake faster.
Content team
How to spot a content department that has become slow and expensive
The clearest symptom is that every video starts as a unique project, even though most decisions should already be repeatable.
Speaker
What keeps a smart person from sounding convincing on camera
Experts often worry about leaving out an important detail and try to explain everything at once. The listener is still getting to grips with the topic while already having to remember caveats and unfamiliar terms.
Working together
How YouTube production runs week by week
Running a channel should not take up the client’s whole day. We agree the schedule, approvals and decisions I can handle without them.
Business YouTube
A small YouTube channel can be more useful than a large one
Audience size is only part of the business value. Who watches, which decision they are making and what happens next often matter more.
Packaging
Decide the title and thumbnail before the final script
Packaging defines the promise. When it is left until the end, the designer has to sell a video whose structure can no longer change.
Production
What an editor needs in a usable brief
“Make it dynamic” hands a directing decision to the person who sees the project last. A useful brief explains the goal, priority and boundaries.
Search and AI
How to write content people, search and AI can all understand
Good optimisation makes the idea clearer. A person gets the answer quickly, while a search system can understand who is speaking, what the page covers and what supports the conclusion.
Content system