Developing a Scalable Video Content Strategy for Brand Growth
I led the planning, filming and editing of regular YouTube content for Off to Work, supporting the growth and monetisation of the channel while building a reusable library of content for social and digital channels.
Mission
Off to Work supports hospitality teams working in high-pressure, customer-facing environments. While the organisation had deep expertise in training and consultancy, much of this knowledge was not easily accessible to people outside in-person training.
There was an opportunity to use video to:
widen access to practical skills and knowledge
support learning beyond one-off interactions
create reusable resources that could reach people at different stages of their careers
Audience
The primary audience included:
aspiring hospitality professional
potential clients exploring consultancy and training services
training managers and clients looking to upskill teams
a wider audience interested in food, drink, and service culture
Many in this audience learn best through visual, practical demonstrations and may not engage with long written materials.
my rolE
I led the planning, filming, and editing of regular YouTube content, working closely with subject-matter experts across the business. I was responsible for shaping the content strategy, production process, and editorial approach to ensure videos were both accessible and credible. I worked closely with internal experts to translate their knowledge into engaging, on-camera formats.
Approach & Key Decisions
I focused on creating long-form, tutorial-style videos that demonstrated real hospitality skills in practice, such as mixology, service techniques, and behind-the-scenes preparation.
To make this sustainable for a small in-house team, I:
developed a repeatable production setup
structured content into clear series and themes
prioritised clarity and usefulness over high-gloss production
Each video was designed to have a long lifespan, building a library of resources that could be reused across social and digital channels.
Inspiration which became our first video of the beverage series, Halloween Cocktails
Impact & Outcomes
The channel grew into a trusted source of practical hospitality knowledge, supporting both brand awareness and training outcomes. The content helped:
extend the reach of Off to Work’s expertise beyond our in-person training sessions
support learning and skills development through accessible, visual formats
provide reusable assets that could be repurposed across platforms
Client feedback highlighted the professionalism and expertise demonstrated in the content, reinforcing trust in Off to Work’s wider services.
How it was made
Most content was filmed using a multi-camera setup, allowing for a mixture of wide shots and close-up detail. This was particularly important for the tutorial-style videos we were making, where certain details were key (garnishes, ingredient measurements and so on). This setup also provided me more flexibility to adapt to 9:16 format for social media.
Filming in this way made it possible to capture both the overall flow and the finer details in a single session, saving us time on remakes and maximising the use of time when filming.
What It Enabled
Over time, the channel became a growing library of content that supported Off to Work’s wider marketing and consultancy work. Videos were used to:
Build credibility and trust with hospitality professionals
Support channel monetisation
Extend the lifespan of each shoot through multi-platform use
Rather than being treated as isolated pieces of content, videos contributed to a cumulative body of work that continued to add value.
Reflection
This project reinforced the importance of consistency and intent in content production. Focusing on usefulness and longevity — rather than constant urgency — helped create content that people could return to, learn from, and engage with over time.