Each January, we reassess our video content strategy. Not based on trends or platforms - but based on what we want that content to achieve.
At IPER, that’s how we keep our creative output in sync with business value. Here’s how we’re approaching our content planning this year - and how you might apply the same approach to your own.
1. Align content with business goals
Rather than starting with content types, start with outcomes.
At IPER, we map each type of content to a purpose:
- Awareness → Behind-the-scenes reels
- Sales enablement → Explainer videos or case studies
- Client retention → Email-friendly updates or personalised content
We ask: what does the business need this quarter? And then we plan formats around that.
2. Audit what worked last year
Using basic analytics and anecdotal feedback, we identify:
- What was most watched?
- What sparked leads or shares?
- What was easiest to produce well?
One of our 2023 client case studies drove significantly more enquiries than broader social videos. That’s now a key format for 2024.
3. Narrow your focus to stay consistent
Trying to do every kind of content burns out even the most motivated teams. We’re choosing to go deep, not wide.
For Q1, we’re focusing on:
- Fortnightly team tips
- Monthly BTS content
- Quarterly client case studies
This gives our team room to plan, produce, and polish - without sacrificing quality for speed.
4. Invite the team in
The best-performing content we produced last year came from casual team suggestions - not top-down briefs.
We now run a monthly internal ‘content pitch’ session. Everyone gets a voice. It’s keeping our planning grounded in reality, not assumptions.
Want to improve your 2026 content plan?
Start with what worked. Set simple goals. Prioritise formats you can sustain. And let your team be part of the process.
If you're curious about how IPER works with brands to plan and produce content that actually delivers outcomes, get in touch.
