How to Develop a YouTube Channel Strategy and Keep it Focused

Jamie Jean Schneider Domm

Digital Strategist, Social Media + Big Data, North American Division

Justin Khoe

Digital Missionary, ​"I’m Listening with Justin Khoe; Life. Faith. And the things that matter."

​Your channel or content strategy is simply the direction you plan to take with your videos to help achieve your goals. The easiest way to determine a channel strategy is to ask yourself a few questions about your audience. What are they interested in? What kinds of questions do they have? What types of problems can you help them solve? Instead of guessing at the answers to these questions, spend time with these people, and ask them these questions! Refer to the “Understanding Your Target Audience” and the “Content Strategy” section of this guidebook to help you through this process.

Once you determine who your target audience is, ask, “Why should they care about my content?” Develop an overall value proposition for your channel based on the needs or core values of your target audience. The value proposition answers two questions: “What do you offer?” and, “Why does it matter?” What value can you deliver to your target audience through your videos? Once you can answer this question, clearly promote your value in each of your videos. Each video should have the underlying objective of moving you toward your strategic goal.
 
Then develop a content creation strategy that balances engaging your current audience with attracting new viewers through highly searchable and sharable content. If your channel is new or small, plan to gear around 75% of your content toward expanding your audience base. Once you get established with tens of thousands of subscribers, switch the balance to favor fan-centric, community content to keep your audience engaged. 

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There are essentially four types of content:

• Searchable or discoverable content is based on what your target audience is already searching for online and will help you get discovered. These videos introduce people who never heard of you to the value you provide through your channel and content, ideally converting them to subscribers. Utilize tools like Google Trends, YouTube search, and other related channels in your niche to do your homework. Look for topics that audiences are actively choosing to engage with, and create content accordingly.

 

• Community content is where you speak directly to your subscribers and provide unique (related) information that they didn’t know they needed but increases the value of your channel. These are designed to build a relationship with your existing audience and grow their trust. This content is just for your subscriber base who already knows you and your mission. These videos will be primarily found in your fan base’s YouTube subscription feed. Typically, video views are lower and slow down after a few weeks, as newer videos have entered the feed.

 
Establish a secondary value in all your videos based on the perceived relationship your audience can develop with you. Many people will watch your videos and engage because they feel connected to you. The on-camera personality should seek to strategically integrate the relational aspect of your channel into the videos to foster a sense of community. People want to feel like they are getting to know you, trust you, that you’re credible, and that they would enjoy spending time with you in person. People are drawn to authenticity and can relate more easily when you demonstrate your humanity and vulnerability.
 
Your content strategy should ultimately serve to support your ministry’s goals for being on the platform. Refer to the section on “Developing a Strong Foundation” to determine what those goals are and possible key performance indicators.
 
Next Step
Identify five other YouTube channels that create the type of content that you are looking to create and start watching their content. Consider this activity market and competitor research.

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