Structuring Video Content Effectively

Why coaches and facilitators who shine in live sessions struggle on video — and how to fix it Ever feel confident running a live session... when hit and your words get muddled up? Maybe–like me–you got to a point where you need to reach more people. Or serve your clients better without trading more time. And making training videos became the obvious step to reinforce key lessons. But the video just felt unnatural In a room full of people, I knew exactly what to say and when to say it. But on camera? I’d overthink every line. Start again more times than I care to admit. And still feel like I was rambling I missed the spontaneity of live sessions. Reading the room Responding in the moment Adapting as I go But when you’re recording a video, There's no feedback loop. No nodding faces. No "aha" moments to fuel your energy. Then I found the fix. I stopped trying to ‘perform’ for the camera. And instead leaned into a structure that made my videos feel natural, clear, and engaging. Here’s my go-to training video structure: 1. Start with a hook ↳ Open with a clear promise. 2. Focus on relevance ↳ Speak directly to their challenges and hopes 3. Share the big idea ↳ Use a memorable idea, framework, or metaphor 4. Deliver practical know-how ↳ Break it down step by step and give examples 5. End with action ↳ Give a practical task with best-practice tips When I started using this structure, my videos went from over-rehearsed to natural. And instead of feeling robotic, I felt like me. If you’ve been struggling to translate your live session magic into video content, try this. You don’t need to ‘perform’ You just need a plan. ✍️ What’s been your biggest challenge with recording videos? Drop it in the comments — I’d love to hear your experience.

I spent 50+ hours analyzing our top-performing Meta video ads. Turns out there are 8 templates that performed best. Let’s break them down the exact structure of each. 1. The Enemy / Failed Solution Template Every story needs a good guy and a bad guy. Your enemy is a failed solution, an your job is to show why your product is better at solving the audience’s problem. Structure: → Hook focused on the enemy → Failed Solution / Enemy → Problem → Agitate the problem → Introduce the solution → Explanation of why it’s different → Desired outcome → CTA 2. The PAS Template Set up the problem, make it painful, then introduce your product as the solution. Structure: → Hook focused on the problem → Agitate the problem → Introduce the solution → Show the benefit the solution delivers → Undeniable social / visual proof of the solution working → CTA 3. The Buyer Objection Template Answer the key questions that they buyer has that would stop them from purchasing the product. Structure: → Hook focused on the key objection → Product Intro → Buyer objection 1 → Buyer objection 2 → Buyer objection 3 → CTA 4. The How It Works Template Show how your product is the most simple and obvious solution to the audience’s problem. Structure: → Hook focused on the “How” or the “process” → Product intro → How it works → Benefit / outcome → Social proof 5. The QUEST Template Qualify, understand, educate, stimulate, transition. Structure: → Hook that specifically calls out the target → Prove that you understand their problem → Explain your solution to the problem, step-by-step → Entertain in the form of proof shots or social validation → Transition to a call to action 6. The Listicle Template Tell a story about problems and/or buying reasons for a product in an easily digestible format. Structure: → Hook → Buying reason 1 → Buying reason 2 → Buying reason 3 → Buying reason 4 → Buying reason 5 → Call to action 7. The FOMO Template Use social proof, press quotes, or customer testimonials to gain attention Structure: → Hook focused on hype / social validation → Social proof 1 → Social proof 2 → Social proof 3 → Benefit / Outcome → CTA 8. The AIDA Template Capture attention, generate interest, build desire, drive action. Structure: → Hook focused simply capturing attention → Generate interest by showing a problem or desire outcome → Build desire through social proof or success stories → Drive action with an offer-focused CTA --- Want links to my Foreplay boards with hundreds of top-performing examples from all 8 templates? Follow me and comment “Template” and I’ll DM it.

As a B2B creator myself, I always start by storyboarding my content. Visually outlining all the elements—shots, graphics, scripts—makes filming much smoother later. I used to jump into recording, but taking that extra planning time (usually only 30-60 minutes) pays off tremendously in better quality and fewer do-overs. Now, my average project time is down 30%, and I can reuse templates across videos. The post I'm sharing (🔗⬇️) outlines a few easy storyboard formats that organize your ideas visually: ➤ two-column scripts ➤ whiteboards ➤ video canvases I tend to whiteboard first to nail down the concepts, then document them in my Video Script Maker™. Another pro tip: If possible, build your storyboards right in your editing platform, I usually do this in Ecamm (h/t Ecamm Network, LLC). That way, you transition seamlessly from organizing to filming, as everything is right there. Storyboarding was a game changer for my process, and I've been teaching all of my clients how to do the same. If you want to improve video results and efficiency, I highly recommend checking out the post and trying it yourself! Do you have any pro tips to share? #b2bcreator #videomarketing #videocoach

Your content strategy should follow the same funnel as your sales process. Think of each piece of content as a step in a well-orchestrated marketing funnel. Short-form videos capture attention at the top, drawing people into your world with a quick dose of inspiration or insight. They’re not here to close deals—they’re here to spark curiosity and build that first connection. Then comes the next step. As viewers move from short clips to longer, more in-depth content like podcast interviews or detailed YouTube videos, they start to build a relationship with you. This is your middle-of-the-funnel strategy: nurturing trust, showcasing expertise, and gradually building credibility until your audience knows you well enough to buy from you. Here’s a quick breakdown: • Top of the Funnel (TOFU): Short-form videos are your attention magnets. Use them to introduce your brand and spark interest. • Middle of the Funnel (MOFU): Longer content deepens relationships. It’s where you build trust and demonstrate your expertise. • Bottom of the Funnel (BOFU): When a piece of short-form content performs exceptionally well, consider spinning it as a conversion ad to drive sales—because by then, your audience is already primed. Before you hit record, ask yourself: “What’s the goal of this piece? Am I generating attention, building trust, or converting someone into a customer?” When you align your content with these funnel stages, every video becomes a strategic step toward turning casual viewers into loyal customers.

Your video's purpose isn't to tell the best story. Your video's purpose is to change the audience's behavior. And you have to change several different behaviors along the way. Behavior change 1: You need to stop their scroll They're not looking for your content. It's interrupting their feed, in between the stuff they actually want to see. You need a compelling enough image that will make them stop. Pro tip: if your media buy is in a social feed, there's an 80% chance it's being viewed on mobile. Make sure your video is 4x5 or 9x16 so that it takes up as much real estate on the screen as possible. Behavior change 2: You need to keep their attention "Storytelling" rules will have you put the most compelling message in the climax of the video, usually around 2/3 of the way in. But you don't have a guarantee that your audience will stick around that long. Put the most compelling message in the first few seconds of the video. Behavior change 3: You need them to remember you Keep your messaging tight. The more you try to get the audience to know, the more fractured and less effective your messaging is. Behavior change 4: You need them to act Make sure your call to action is clear. Don't use multiple CTAs. If the audience doesn't know which action to take, they won't take any. And make sure the benefit the audience gets from taking that action is clear. Connect the action you want them to take to your most compelling message and benefits. When you focus less on story mechanics and more on the behaviors you're trying to change, the more likely you are to create an effective ad.