Before starting any project or production, it’s essential to develop a strategy that aligns with your business goals and helps you move forward. Whether you’re creating digital content, producing a film or TV series, developing a commercial, or organizing a live event, having a content strategy is crucial. A well-defined strategy allows you to set clear objectives, align your team, and ensure that your content tells a cohesive and impactful story.

In my experience as a producer, we employ several strategies; however, the structure and pre-production phases typically follow a consistent approach. This is a collaborative process where the creative and production teams come together to outline the entire scope of a project, from the initial concept to the final execution.

I produced a 10-episode reality TV series called *Love Allways*. This project required extensive planning to ensure that every detail aligned with the overall creative vision. I collaborated closely with the creative team to develop each episode by crafting scripts, making casting decisions, and determining how to execute each episode, along with the production’s technical and logistical requirements. This process included assembling the right crew, managing art direction, selecting locations, and overseeing post-production edits to deliver a polished final product.

A clear content strategy was the foundation for a series like this, keeping everything on track. Without it, juggling multiple moving parts and maintaining cohesion across 10 episodes would have been overwhelming. The strategy didn’t just guide us; it ensured that every department worked together seamlessly toward a common goal.

Think of a content production strategy as your roadmap for success. Without it, you’re just driving around hoping to reach your destination. It’s inefficient, chaotic, and unlikely to deliver results. You need a clear plan that defines the following:

1. What Content You’ll Create
2. Why You’re Creating It
3. Who you’re creating it for
4. How you’ll create it
5. When You’ll Publis or Deliver It
6. Where You’ll Distribute it

This framework ensures that every piece of content serves a purpose and contributes to your broader objectives, whether it’s growing your audience, increasing sales, or boosting brand awareness.

1. Alignment with Goals:
   • Your strategy ensures that your content creation efforts align with business objectives. For example, if your goal is to increase brand visibility, your strategy might prioritize high-traffic platforms like YouTube or Instagram.
2. Efficient Use of Resources:
   • By mapping out your needs in advance, you can allocate resources like time, budget, and team capacity effectively, avoiding waste and unnecessary stress.
3. Consistency and Quality:
   • A strategy establishes guidelines for branding, messaging, and production standards, ensuring that every piece of content feels cohesive and polished.
4. Audience Connection:
   • Understanding your target audience helps you create content that resonates, drives engagement, and builds trust.
5. Scalability:
   • As your content needs grow, a well-documented strategy allows you to scale efficiently, bringing new team members or tools into the process without disrupting workflows.

1. Clear Goals:
   • Define SMART (Specific, Measurable, Achievable, Relevant, Time-bound) goals to guide your content production efforts. For example:
2. Audience Insights:
   • Conduct thorough research to understand your audience’s preferences, behaviors, and challenges. Use tools like Google Analytics, social media insights, or audience surveys.
3. Content Planning Framework:
   • Decide on:
     • Themes: What overarching messages or stories will you focus on?
     • Formats: Blogs, videos, podcasts, live events, or print materials?
     • Platforms: Where will your content live? (e.g., YouTube, TikTok, LinkedIn).
4. Production Workflow:
   • Create a step-by-step process for producing content, from ideation to post-production and distribution. Ensure every team member understands their role.
5. Distribution and Promotion Plan:
   • Map out how and where you’ll share your content to maximize visibility and engagement.
6. Performance Metrics:
   • Identify the KPIs (Key Performance Indicators) you’ll use to measure success, such as views, shares, click-through rates, or revenue.

The core principles of a content production strategy remain the same, but the specifics vary by medium. Here are a few examples of how a strategy applies differently:

• Digital Content (Social Media, Blogs, Videos):
  • Focus on SEO, platform-specific guidelines, and audience engagement.
  • Plan a consistent publishing calendar to keep your audience engaged.
• Film/TV Production:
  • Emphasize storytelling, pre-production planning (e.g., scripts, storyboards), and coordination between creative and technical teams.
• Live Events:
  • Prioritize real-time execution and audience interaction.
  • Use the strategy to align teams across logistics, technical needs, and programming.

The best content production strategies are built on measurable, actionable goals. Use the SMART framework (Specific, Measurable, Achievable, Relevant, and Time-bound) to help guide you and define your success metrics. This chapter will guide you through setting goals, researching your audience, and identifying opportunities to create content that resonates.

Start by using the SMART framework to guide your efforts. SMART goals ensure that every objective you set is:

• Specific: Clear and focused (e.g., “Increase Instagram engagement” instead of “Do better on Instagram”).
• Measurable: Track progress with concrete metrics (e.g., likes, shares, or conversions).
• Achievable: Realistic within your resources and timeline.
• Relevant: Aligned with your overall strategy and business objectives.
• Time-bound: Has a clear deadline to create urgency.

Examples of SMART Goals Across Mediums:

• Digital Content: Increase YouTube subscribers from 1,000 to 5,000 in 12 months.
• Television Series: Secure distribution deals with two streaming platforms within six months post-production.
• Live Event: Increase attendance by 20% compared to previous events, boost virtual engagement, and generate $50,000 in ticket sales.

Understanding your audience is non-negotiable. Content production efforts are only as effective as your ability to connect with the people consuming your content. By gathering and analyzing audience insights, you can create content that aligns with their interests, needs, and challenges.

• Audience Analysis
  • Survey Your Existing Customers or Followers: Ask them directly about their preferences, challenges, and favorite types of content.
  • Monitor Social Media Conversations: Study trending topics, hashtags, and discussions relevant to your industry.
  • Analyze Competitor Engagement: Look at how audiences are responding to competitor content, including social media performance, TV ratings, or event attendance.
  • Review Industry Trends and Demographics: Use tools like Statista or Pew Research Center to stay informed about larger trends.

• Content Gap Analysis: Even great content won’t perform if it’s addressing problems nobody cares about. A content gap analysis helps you identify opportunities to fill unmet needs or improve on existing solutions.
  • Identify Missing Topics: Research questions your audience is asking that aren’t being answered (e.g., through keyword research or customer feedback).
  • Address Audience Challenges: Identify common pain points or problems, and create content that offers practical solutions.
  • Review Competitor Productions: Look at competitors for inspiration and to identify areas where you can differentiate.
  • Validate Your Ideas: Conduct focus groups, polls, or A/B testing to ensure your content concepts resonate.

The Production Pipeline is a structured framework that helps manage every stage of production, from brainstorming to final delivery. By breaking down complex workflows into clear phases, this process ensures all elements—creative ideation, logistical planning, execution, and quality control—flow seamlessly. Whether you’re working on a live event, a TV series, or digital content, the Production Pipeline keeps your team aligned, projects on schedule, and deliverables within budget.

1. Digital Media Content

Digital content requires a fast-paced workflow tailored to platform-specific needs.

• Pre-Production:
  • Conduct keyword research to optimize content for search engines.
  • Outline blog posts or video scripts with a clear focus on audience engagement.
  • Plan logistics, including shoot locations and necessary equipment.
• Production:
  • Write, film, and design content in line with branding guidelines.
  • Test creative concepts for engagement potential, such as split-testing visuals or CTAs.
• Post-Production:
  • Edit content for clarity, impact, and SEO optimization.
  • Resize or reformat content for platform-specific requirements (e.g., square for Instagram, vertical for TikTok).
• Distribution:
  • Publish content according to your content calendar.
  • Promote on relevant platforms using paid ads, influencer partnerships, or organic posts.

2. Film/TV/Commercial/Long-Form Content

Long-form productions require meticulous planning and coordination due to their complexity and larger teams. Below is an example of a pretty rough workflow:

• Pre-Production:
  • Develop and refine scripts, ensuring alignment with the creative vision.
  • Secure funding and create detailed budgets.
  • Cast talent, hire directors, and onboard crew members.
  • Scout locations and finalize permits.
  • Plan production design, wardrobe, and art direction.
• Production:
  • Film scenes according to the shooting schedule, maintaining continuity.
  • Manage on-set logistics, including risk and safety management.
  • Solve real-time issues, such as weather changes or equipment malfunctions.
• Post-Production:
  • Edit footage, creating rough cuts, director cuts, and final polished versions.
  • Color grade and design sound to enhance the visual and auditory experience.
  • Provide dailies for review by stakeholders and ensure feedback integration.
• Distribution:
  • Submit to festivals to generate buzz or gain recognition.
  • Pitch completed projects to distributors for potential deals.
• Explore self-distribution platforms like YouTube or Vimeo for monetization.

3. Live Events

Live events require real-time execution and a focus on audience experience

• Pre-Production:
  • Conceptualize the event, focusing on key themes and goals.
  • Select a venue and design the stage layout to match the brand’s vision.
  • Create a detailed event production timeline, including rehearsal schedules.
  • Hire and coordinate vendors (e.g., caterers, AV technicians).
• Production:
  • Execute on-site setup, including staging, lighting, and sound.
  • Oversee the run-of-show to ensure all segments run on time.
  • Manage live streams or hybrid components to reach virtual audiences.
  • Handle attendee coordination, such as registration and on-site support.
• Post-Event:
  • Edit and distribute recorded sessions or highlights for promotional purposes.
  • Create post-event reports, analyzing metrics like attendee feedback, ticket sales, and ROI.
• Follow-Up:
  • Send personalized thank-you emails to attendees, speakers, and vendors.
• Build on relationships by offering exclusive content or discounts for future events.
• Document lessons learned to improve future events.

3. Establish Clear Communication:

• Use project management tools like Asana, ClickUp, or Trello to keep everyone aligned.
• Schedule regular check-ins to review progress and address challenges.

2. Prepare for Contingencies:

• Anticipate potential issues, such as equipment failures or weather disruptions, and create backup plans.

3. Document Processes:

• Maintain detailed records of workflows, decisions, and feedback to improve future projects.

4. Evaluate Performance Metrics:

• After completing each phase, review what worked well and what can be improved.

Every medium benefits from having the proper tools to streamline processes and enhance productivity. Below is a curated list of tools and resources I’ve used, along with their primary applications, to help you choose the best options for your projects.

• ClickUp, Asana, and Airtable (Project Management):
  • Use these platforms to organize tasks, track deadlines, and collaborate with your team.
  • Pro Tip: Choose ClickUp for comprehensive features, Asana for intuitive task tracking, or Airtable for spreadsheet-style organization.
• Grammarly (Writing Assistance):
  • Perfect for ensuring your written content is free of grammar mistakes and optimized for readability.
• Canva, Adobe Creative Suite (Graphic Design):
  • Canva is user-friendly for quick designs, while Adobe Creative Suite offers advanced tools for professionals.
• CapCut (Video Editing):
  • Ideal for quick, polished edits, especially for short-form content like TikToks or Instagram Reels.
• Notion (Content Organization):
  • Use Notion to brainstorm, take notes, and manage your content calendar in one place.

• Celtx & Final Draft (Scriptwriting):
  • Write and format scripts professionally with Celtx or Final Draft. Celtx also includes tools for script breakdowns.
• ShowBiz & Movie Magic (Production Planning):
  • Essential for budgeting and scheduling productions, especially for larger-scale projects.
• Adobe Premiere Pro & DaVinci Resolve (Post-Production):
  • Premiere Pro is versatile for editing, while DaVinci Resolve excels at color grading and advanced visual effects.

• Trello (Event Planning):
  • Manage event timelines and tasks with Trello’s flexible boards and collaborative features.
• Eventbrite or Evite (Ticketing):
  • Use these platforms for ticket sales and attendee management. Eventbrite is great for large events, while Evite is simple for smaller gatherings.
• Zoom Events (Virtual Events):
  • Host private or public virtual events with features for attendee interaction, breakout rooms, and live streaming.

1. Align with Your Goals: Select tools that directly address your project’s needs (e.g., collaboration, editing, or analytics).
2. Start Small: Use free versions to test functionality before committing to paid plans.
3. Team Collaboration: Ensure tools integrate well with your team’s workflow and other platforms (e.g., integrating Airtable with Slack).

The right team is essential for achieving success and effectively executing your production strategy. A strong team not only lightens your workload but also brings specialized expertise that ensures your project meets its creative and operational goals.

1. Specialized Expertise:
   • Each medium requires unique skills, from managing live audiences to editing cinematic visuals. A well-rounded team ensures every aspect of your production is handled by professionals
2. .Efficiency and Scalability:
   • A strong team allows you to scale your efforts. Whether expanding a series or executing multiple campaigns, the right roles prevent bottlenecks.
3. Creative Collaboration:
   • Different perspectives and skill sets foster creativity, helping you deliver innovative, high-quality results.

Digital projects often require flexibility and agility, with team members wearing multiple hats in smaller teams. Key roles included:

Content Manager:

• Oversees overall strategy and execution.
• Coordinates with creators, editors, and marketing teams.

Creators:

• Includes writers, videographers, photographers, and graphic designers.
• Responsible for content ideation and production.

Editors:

• Focus on quality control, brand consistency, and SEO optimization.
• Tailor content for different platforms (e.g., resizing for Instagram or TikTok).

Social Media Manager: (Optional but valuable)

• Plans and schedules posts, analyzes engagement, and manages audience interactions.

Analytics Specialist: (Optional for larger teams)

• Tracks performance metrics and provides data-driven insights to improve future campaigns.

Budget Tip:
• If working with limited resources, outsource roles like graphic design or video editing to freelancers or agencies. Use platforms like Upwork or Fiverr to find affordable talent.

Film and TV productions are highly collaborative and require a larger team with specialized roles. Here are just a few key roles:

• Pre-Production:
  • Executive Producers and Showrunners: Drive the creative vision and secure funding.
  • Producers: Handle logistics, budgets, and schedules.
  • Writers: Develop scripts and storylines.
  • Directors and Assistant Directors (ADs): Lead the creative execution and oversee daily operations on set.
  • Production Designers: Focus on visual elements like sets, costumes, and props.
• Production:
  • Production Team: UPM (Unit Production Manager), Line Producers, Production Managers, and Coordinators manage day-to-day operations.
  • Crew: Includes cinematographers, camera operators, sound engineers, and grip & electric teams.
  • Specialized Roles: Depending on the production, this could include stunt coordinators, SFX teams, or drone operators.
• Post-Production:
  • Post Supervisor: Oversees the editing process and ensures deadlines are met.
  • Editors and Assistant Editors: Edit and assemble footage into the final product.
  • Colorist: Handles color grading to ensure visual consistency.
  • Sound Engineers: Finalize audio, including sound design, mixing, and mastering.

Budget Tip:
• Scale your crew to match your production’s budget. Identify the essential needs of the project and trim non-critical roles without compromising the creative vision. For indie productions, consider combining roles where feasible (e.g., a producer doubling as a writer) and prioritize hiring critical department heads, such as a director of photography, production designer, key grip and gaffer. 

Live events demand flawless coordination between creative and logistical teams, as there is little room for error when the event is happening in real time.

• Event Producers and Managers:
  • Manage the overall creative vision and ensure the event aligns with its goals.
  • Oversee budgets, schedules, and vendor relationships.
• Technical Director:
  • Handles AV (audio-visual) elements, such as lighting, sound, and staging.
  • Manages live streaming teams and ensures smooth technical execution.
• Event Production Team:
  • Includes stage managers, coordinators, and assistants who ensure all logistics run smoothly, from attendee registration to on-site support.
• Creative Team: (Optional for larger events)
  • Designers and decorators create immersive visuals for the venue.
  • Video and photography teams capture event highlights.
• Post-Event Roles:
  • Editors assemble highlight reels or promotional videos.
  • Marketing teams follow up with attendees via email campaigns or social posts.

Budget Tip:
• For smaller events, combine roles where possible (e.g., a single producer managing logistics and creative direction). Partner with local vendors to minimize costs.

1. Tailor Your Team to the Project:
   • Not every project requires a full team. Assess your production’s scale, timeline, and budget to decide which roles are critical.
2. Outsource Strategically:
   • If hiring a full-time team isn’t feasible, consider outsourcing specialized roles like graphic design, sound editing, or event management. Freelancers can offer flexibility and expertise on demand.
3. Foster Collaboration:
   • Encourage communication across departments to ensure everyone is aligned. Use tools like Slack or Trello to keep the team connected.
4. Train and Upskill:
   • Invest in training for your team to update them on the latest tools and trends. For example, offer workshops on new editing software or social media algorithms.
5. Create a Positive Work Environment:
   • Prioritize inclusivity, respect, and clear communication. A happy, motivated team will deliver better results.

Consistency and quality are the backbone of any successful production, regardless of the medium. Adhering to clear standards and guidelines ensures that your content not only meets expectations but also reflects the professionalism and creativity of your team. Below, we’ll break down production standards across various mediums, providing actionable and specific guidelines to help you maintain excellence.

Digital content often requires flexibility, but maintaining consistency is crucial for engagement and credibility. Here are some standards for digital production:

• Visual Standards:
  • Use brand-approved color palettes, fonts, and logos across all content.
  • Maintain image and video resolution standards (e.g., 1080p or higher for video, 300 DPI for graphics).
• Content Quality:
  • Ensure all written content is free of grammatical errors using tools like Grammarly.
  • Write at an accessible reading level (typically 8th grade) for broader audience appeal.
  • Optimize all content for SEO, including meta descriptions, keywords, and alt text for images.
• Platform-Specific Guidelines:
  • Tailor content formats to each platform’s requirements (e.g., square videos for Instagram, vertical for TikTok).
  • Respect character limits and aspect ratios specific to platforms.
• Accessibility Standards:
  • Add captions or subtitles to all videos.
  • Use descriptive alt text for images to support screen readers.
  • Ensure high color contrast for readability.

Producing for film and television involves strict adherence to technical and creative standards to meet industry expectations and audience satisfaction. Here are a few examples:

• Technical Standards:
  • Follow resolution and aspect ratio requirements (e.g., 4K, 16:9 for most platforms or networks).
  • Ensure proper sound mixing and mastering to meet broadcast standards (e.g., -23 LUFS for dialogue).
  • Use consistent lighting and camera settings to maintain visual continuity.
• Script and Storytelling:
  • Adhere to formatting standards for scripts (e.g., using Final Draft or Celtx).
  • Conduct table reads to ensure dialogue flows naturally and aligns with the creative vision.
  • Maintain a logical sequence of scenes for coherent storytelling.
• Production Process:
  • Implement a daily shot list to stay on schedule.
  • Conduct regular dailies (footage reviews) to ensure quality and adherence to the director’s vision.
  • Create continuity logs for costumes, props, and makeup to avoid scene inconsistencies.
• Post-Production Standards:
  • Perform color grading to maintain visual consistency.
  • Ensure proper syncing of audio and video.
  • Deliver content in the required format for distributors (e.g., ProRes, MP4, or DCP for theaters).

Live events demand precision and proactive problem-solving to create seamless experiences for both in-person and virtual attendees. When it comes to live events, there is no room for error because it’s happening live. You can’t stop, cut, and re-record. It’s important to have a clear plan and contingency regarding live events.

• Event Design and Setup:
  • Design event spaces that align with the brand’s identity and audience expectations.
  • Perform technical rehearsals to test lighting, sound, and AV equipment before the event.
  • Create a clear stage layout or set design that prioritizes functionality and aesthetics.
• Run-of-Show Guidelines:
  • Develop a detailed run-of-show document that includes all session start and end times, speaker transitions, and technical cues.
  • Assign specific roles for every aspect of the event (e.g., stage manager, AV technician, livestream coordinator).
  • Build buffer time between sessions for unexpected delays.
• Quality Assurance During the Event:
  • Conduct real-time sound checks before each session.
  • Monitor live streams and online attendee feedback to ensure a smooth virtual experience.
  • Have backup equipment readily available for any technical failures.
• Post-Event Standards:
  • Record all sessions and deliver edited versions for on-demand viewing.
  • Distribute attendee surveys to gauge satisfaction and identify areas for improvement.
  • Archive event assets (photos, videos, presentations) for future use.

Creating content or producing events is only half the battle—the other half ensures they perform well and improve based on the results. By measuring outcomes and optimizing processes, you can continuously refine your production strategy to deliver even better results.

1. Digital Content
   • Key Metrics:
     • Page Views and Unique Visitors: Measure how many people interact with blog posts, articles, or web pages.
     • Engagement Metrics: Track likes, comments, and shares on social media platforms.
     • Conversion Rates: Monitor how many users take the desired action (e.g., subscribing to an email list or purchasing a product).
     • Video Metrics: Assess watch time, retention rates, and viewer drop-off points.
     • Example Insight: If a blog post has high traffic but low conversion rates, optimize the call-to-action (CTA) placement or improve the offer to better align with the audience’s needs.
2. Film/TV/Commercial Production
   • Key Metrics:
     • Audience Reach: Track ratings (for TV) or streaming hours (for digital platforms).
     • Festival Success: Count the number of official selections, nominations, and awards.
     • Distribution ROI: Measure revenue from licensing, ticket sales, or streaming deals.
     • Social Media Buzz: Monitor hashtags, mentions, and conversations about the production.
     • Example Insight: A film may perform well at festivals but lack traction on streaming platforms. This could indicate the need for better marketing during the platform release.
3. Live Events
   • Key Metrics:
     • Attendance and Ticket Sales: Compare registered attendees with actual turnout.
     • Engagement Metrics: Measure participation in polls, Q&A sessions, or networking activities during the event.
     • Livestream Metrics: Track total views, average watch time, and audience retention.
     • Attendee Satisfaction: Collect feedback through post-event surveys.
     • Example Insight: If survey results indicate that attendees were dissatisfied with networking opportunities, you might create structured networking sessions at the next event.

• Analyze Performance:
  • Use analytics tools (e.g., Google Analytics for the web, Nielsen for TV, or Eventbrite for live events).
  • Compare results against your initial SMART goals.
• Identify Bottlenecks:
  • Evaluate where delays or quality issues occur. For example:
    • Did post-production edits take longer than anticipated?
    • Was there miscommunication between departments?
• Implement Iterative Changes:
  • Adjust workflows or team roles to resolve bottlenecks.
  • Incorporate audience feedback to refine content for future productions.

Scaling your production efforts means moving from producing a handful of content pieces or events to managing larger, more complex projects. This requires thoughtful planning, team expansion, and automation where possible.

• 1. Foundation Phase (Months 1–3):
  • Assemble your core team and document workflows.
  • Establish a reliable tool stack tailored to your needs (e.g., project management, collaboration).
  • Focus on producing consistent, high-quality outputs.
  • Example: A small team producing two YouTube videos per month develops a repeatable workflow and documents it for future scaling.

• 2. Optimization Phase (Months 4–6):
  • Refine workflows based on what worked and what didn’t.
  • Expand team roles to accommodate increasing production needs.
  • Use data from early projects to fine-tune your strategy.
  • Example: A live event producer refines their run-of-show processes to include buffer times between sessions after learning that technical issues often cause delays.

• 3. Scaling Phase (Months 7–12):
  • Automate repetitive tasks using tools like Hootsuite (for social media) or scheduling apps.
  • Create specialized sub-teams (e.g., a dedicated post-production team for TV or a sponsorship team for events).
  • Invest in advanced tools and analytics to optimize production and measure success.
• Example: A production company that started with one TV show expands to produce three shows simultaneously, with separate crews and a centralized planning team.

Even with the best-laid plans, challenges will arise. Being prepared with solutions to common problems ensures your production stays on track.

• Missed Deadlines
  • Problem: Teams frequently fail to meet publishing or production deadlines.
  • Solution:
    • Build buffer days for each stage of the production pipeline.
    • Use tools like ClickUp or Trello to set clear deadlines and track progress.
    • Conduct regular check-ins to ensure accountability.

• Quality Issues
  • Problem: Inconsistent quality across different pieces of content.
  • Solution:
    • Develop detailed style guides and creative briefs for every project.
    • Implement a two-step review process to catch errors before finalization.
    • Assign quality control roles to specific team members.

• Resource Bottlenecks
  • Problem: Teams lack the time, tools, or budget to complete projects effectively.
  • Solution:
    • Prioritize projects based on ROI and strategic goals.
    • Allocate additional resources to high-priority tasks.
    • Invest in cost-effective tools or freelancers to supplement your team.

• Team Burnout
  • Problem: Overloaded teams lead to decreased productivity and creativity.
  • Solution:
    • Use realistic production schedules that account for human capacity.
    • Rotate responsibilities to keep tasks fresh and engaging.
    • Provide mental health resources and encourage breaks during long productions.

Creating a production strategy isn’t just about keeping things organized—it’s about creating a framework that enables creativity, efficiency, and success. Whether you’re producing digital content, TV shows, live events, or print campaigns, strategy principles remain the same: set clear goals, establish standards, and foster collaboration.

Reflecting on my own experiences, I’ve learned that production isn’t about following a rigid formula; it’s about building systems that adapt to the unique demands of your project. A solid production strategy is what keeps your team aligned, your vision intact, and your goals within reach—even when faced with challenges. It’s the difference between feeling overwhelmed by chaos and confidently navigating even the most complex productions.