- Viewer’s questionsample question
- how to choose a heat pump for my home
- What they find on YouTube today
- Generic tips, with no real costs and no comparison for a specific home.
- Episode
- How to choose a heat pump for your home, and what it really costs
- Your product’s role
- The tool viewers use to run the numbers for their own home.
- Reason
- People search for this, and today’s results don’t answer it well.
How your channel gets made
From the question your customers type into YouTube to a report on the clicks that reach your website. Here’s every stage: what we do, what you approve and how much of your time it takes.
Your side
-
0
shooting days
in the faceless version, our default
-
48
hours to approve the topic calendar
once a quarter
-
24
hours to approve titles and thumbnails
before every release
- every month on your channel, always on the same day of the week
- 4
- long-form episodes
- every month, cut from the episodes
- 30
- shorts
- in the quarterly calendar, each one backed by data
- 12
- topics
- after which every episode gets a scorecard
- 7
- days
From topic to report
Six stages every episode goes through. For each, you’ll see what we do, what lands on your desk for approval and what comes out of it.
-
01Once a quarter
Research
We check what your customers search for on YouTube and what they can’t find there yet. A topic makes the plan only when there’s both demand and a gap.
- You approve
- The topic calendar, within 48 hours.
- Outcome
- A calendar of 12 topics, each one backed by data.
-
02Every episode
Script
We write each episode around one customer question. You approve the topic before production starts.
- You approve
- The topic, before production starts.
- Outcome
- A script built around the one claim the episode proves.
-
03Every episode
Voice-over
A professional voice actor matched to your brand, or the voice of someone from your company, recorded remotely.
- You approve
- The voice and the format, once, in week two.
- Outcome
- The voice recording for the episode.
-
04Every episode
Editing
Graphics, animated charts, your product materials and licensed footage.
- You approve
- Product materials and brand assets, once, at the start.
- Outcome
- A finished episode and the shorts cut from it.
-
05Weekly
Publishing
Title, thumbnail, description, pinned comment and a tracked link to your website.
- You approve
- Titles and thumbnails, within 24 hours.
- Outcome
- An episode on your channel, always on the same day of the week.
-
06Weekly and monthly
Report
We review every episode after 7 days, and every month you get a report on clicks and sign-ups.
- You approve
- Nothing. You can see the results anytime.
- Outcome
- A report with our recommendation for what to change next month.
Topics come from what your customers search for
Before we record anything, we check which questions about your industry people type into YouTube and which of them nobody has answered well yet.
A topic goes into the calendar only when it has demand and a gap: people search for it, and the answers they find today are weak or missing. An idea someone had in a meeting isn’t enough.
You get the calendar once a quarter: 12 topics, each with a data-backed reason. You can approve or cut any of them.
For each topic, we pick the angle where your product solves the viewer’s problem. The episode teaches and helps instead of sounding like an ad, and viewers remember the brand that helped them.
Sample questions from eight industries
Sample questions, not search data. We build the real list for your industry during research.
A script that keeps people watching to the end
We build every episode around one claim it has to prove. A person on our team writes the script, and you approve the topic before production starts.
One idea runs through the whole episode like a thread. Any scene that doesn’t serve it gets cut.
- 01
Hook
The first seconds deliver on the title’s promise and give viewers a reason to stay.
- 02
Roadmap
Viewers know right away which three proof points we’ll walk through.
- 03
Proof point one
A fact or example the viewer can check.
- 04
Twist
In the first third, something shifts the perspective so viewers don’t drift off halfway through.
- 05
Proof point two
A short signpost tells viewers where they are and leads them on.
- 06
Proof point three
We save the strongest proof point for last.
- 07
Payoff
The ending returns to the question from the opening and answers it.
Voice and visuals
By default, no one from your company has to appear on camera. If you have someone who’s good on camera, we can film with them.
- Graphics
- Animated charts
- Your product materials
- Licensed footage
- A voice actor or someone from your team
0shooting days
Faceless, our default
Each episode is a video essay. A voice-over carries the story, and we build the visuals from graphics, animated charts, your product materials and licensed footage. No one from your company appears on camera, so your calendar has 0 shooting days.
The voice is a professional voice actor matched to your brand, or someone from your company who records just their voice, remotely.
1shooting day per month
With a host
If you have someone who’s good on camera, we record 4 episodes with them in a single day each month. If you don’t, we hold a casting: 3 host candidates, a test recording on a real topic and your pick within 48 hours.
The host gets a finished script and talking points, so they never have to improvise on camera.
We book the shooting day a month ahead, so no one has to reshuffle their calendar at the last minute.
Titles and thumbnails decide whether anyone clicks
We design titles and thumbnails for viewers who scroll through results and give each video about a second. You get the set for upcoming episodes to approve, with 24 hours to sign off.
If an episode gets off to a slow start, we swap the thumbnail after 48 hours and compare results before and after. What we learn goes into the next episodes.
-
01Release
The episode goes out with the approved title and thumbnail.
-
02After 48 hours
We check how the episode is doing.
-
03If it starts slow
A new thumbnail, and a before-and-after comparison.
long episode
short
A steady publishing schedule
Episodes always come out on the same day of the week, so viewers know when to come back. Every video has a description, a pinned comment and a tracked link to your website.
We cut shorts from every episode, 30 shorts a month on 4 platforms: YouTube Shorts, Instagram Reels, TikTok and Facebook. Shorts reach people who haven’t found the channel yet.
- YouTube Shorts
- Instagram Reels
- TikTok
Every episode gets a scorecard
Once an episode has been live for 7 days, we check seven things. Formats that hold attention get more room in the plan, and the ones that don’t get dropped.
- 01
Thumbnail click-through rate
The share of people who saw the thumbnail and clicked.
- 02
The opening
How many viewers are still watching after the first thirty seconds.
- 03
Average view duration
How many minutes the average viewer spends with the episode.
- 04
Percentage viewed
How much of the episode the average viewer watches.
- 05
Returning viewers
How many viewers come back to the channel for more episodes.
- 06
Traffic sources
Where viewers come from: search, suggested videos or subscriptions.
- 07
Clicks and sign-ups
How many people followed the tracked link to your website and what they did there.
When we review the numbers
-
Day 1
We set one number for the contract and the metrics we’ll track.
-
Day 45
First link report: traffic, clicks and sign-ups for every topic and format.
-
Day 90
We review the numbers and tell you what’s working and what gets cut.
-
After 6 months
We check the contract number. If we haven’t hit it, we run the channel for 3 more months at no charge.
How we measure
Google’s brand lift tools only work with paid campaigns, so for a channel we use our own measurement model. Every episode carries a tracked link to your website. We suggest adding a “How did you hear about us?” question to your form. Every month we also check Google Search Console to see whether searches for your company name are growing.
You can see the results anytime, and once a month you get a summary with our recommendation for the next cycle.
What we need from you
In the faceless version, your work comes down to two approvals. With a host, add one shooting day a month.
- One person with sign-off authority. They approve the topic calendar within 48 hours, and titles and thumbnails within 24 hours.
- Time for legal review in the schedule. You get the whole quarter’s topics in advance, so legal review is built into the calendar from day one.
- Manager access to your channel. We never ask for passwords. The channel, the subscribers and the materials are yours from day one and stay with you if we part ways.
- Product materials, brand assets and a list of topics or phrases to avoid.
- UTM-tagged links and read-only access to your analytics, so the report shows the traffic to your website.
Topic calendar
48 hours to approve the topic calendar
Titles and thumbnails
24 hours to approve titles and thumbnails
Who’s responsible for quality
- Filip approves every episode
- No episode goes on your channel until Filip has watched it and signed off on it.
- A person writes the script
- AI helps with research and speeds up production. A named person on our team writes and signs off on every episode.
- No clips from other creators
- In company episodes we don’t use clips from other creators’ videos, so your channel won’t get copyright claims over them.
- The channel is in your account
- The channel is created under your Google account, and we get manager access. We never ask for passwords, and the subscribers and materials stay with you.
- Numbers you can verify
- The report uses numbers you can check against YouTube Studio or your website analytics.
- One company per category
- In each category we run a channel for one company only, and we put that in the contract.
Questions about how we work
How much of our time will this take each week?
In the faceless version, it comes down to approvals: the topic calendar once a quarter, plus titles and thumbnails before each release. With a host, add one shooting day a month.
Can we reject a topic from the calendar?
Yes. The calendar comes to you for approval, so you can cut any topic that doesn’t fit before production starts.
Will our legal team have time to review?
You get the whole quarter’s topics in advance, so legal review is built into the calendar from day one.
What if an episode gets off to a slow start?
After 48 hours we swap the thumbnail and measure the difference, and after 7 days the episode gets its scorecard. Formats that don’t hold attention get dropped from the plan.
Where do you publish the shorts?
30 shorts a month on 4 platforms: YouTube Shorts, Instagram Reels, TikTok and Facebook.
Do you use AI?
We use it for research and to speed up production. A person writes the script, a professional voice actor or someone from your company reads it, and Filip approves every episode before it goes out.
See how this would work for you
The brief takes a few minutes. On the call, we show you our YouTube Studio and walk you through how this process would work in your industry.