Plan useful video and social content
Choose a clear message, write a production brief, plan an accessible storyboard and adapt useful website content for purposeful posts.
A video or social post needs a job. It might explain the first step in a service, show what information a customer should prepare or answer a recurring question. Start with that job, then choose a format that can do it clearly.
This section connects three working documents: a brief, a storyboard and a reuse plan. It does not prescribe a daily posting schedule or promise an algorithm advantage.
Choose the output you need
| Task | Guide | What you leave with |
|---|---|---|
| Explain a short video to a producer | Write a promotional-video brief | Audience, message, source assets, deliverables and approval criteria |
| Turn the message into scenes | Plan a storyboard and accessible video | Visuals, speech, captions and important descriptive information together |
| Reuse a useful page without repeating the same post | Repurpose content with a purpose | Distinct drafts that each answer a different reader question |
Use the smallest complete message
“Everything our business does” is difficult to review and easy to overcrowd. “How to prepare for a furniture inspection” is a bounded task. You can tell whether the finished material explains what to photograph, what happens next and what the visitor should do before travelling.
The examples use fictional Alder & Grain, the furniture repair workshop in our local-service website example. They are planning exercises, not finished commercial videos or evidence of campaign results.
Plan accessibility while the content can still change
W3C's media-planning guidance treats captions, descriptive information, transcripts and player behaviour as planning decisions. Assign responsibility early. It is easier to speak an important visual detail in the original script than discover at the end that the viewer must see an unspoken instruction to understand the process.
Keep a verified page behind the short version
A post can introduce a practical question; the website can hold the fuller answer and current service limits. Check that destination before publishing the short version. If a service, product or deadline changes, the post may need changing too.
Use clear website copy as the starting point and the simple style guide for consistent visual and written decisions. Good preparation gives each format something specific to say.
The source notes
Sources and further reading
- W3C: planning accessible audio and video Checked 4 November 2026