Overview

Content

Systems

Results

As Head Of Marketing for the VELOCITY brand I managed a team of over 20, tasked with optimizing content production and increasing lead flow. From the moment I joined the team, I evaluated the systems in place and the pain points Tony, owner of VELOCITY, had making content.

Tony's (Toozer) niche – e-commerce/business – is incredibly saturated, with a ton of competition. Tony does 3 KEY things differently:

a. He leverages public figures in the first 3 seconds of the video – "this guy (photo of public figure) makes X A MONTH."

b. Everything has value – remember this for later. Tony doesn't just explain how the public figure got rich; he breaks the steps down into tangible tasks that viewers can try right away.

c. Connection between the viewer and Tony – "How WE'RE going to…" as opposed to "How They Made X or Did X."

Before I came on board, Tony had three separate Notion boards with ideas. Paired with no way to differentiate topics, he'd have to scroll through 2-3 boards to choose an idea.

One board, three topic styles, and an easy way to understand the status the idea was in. Everything started in the idea, then scripting, filming, editing, review, and posting.

A few behind-the-scenes things like scripting templates, direct links to Google Drive for filming, and refining the ideas list were the cherry on top.

If it's working, iterate and recycle. Tony had already found a few scripting formulas that worked. The question was: how do we improve them?

i. Increase video retention with on-screen visuals. Things like a countdown timer, expressing how long the video would be, increasing the speed, tone of voice, etc.

ii. Create a master hook & script list. Transcribe all the top-performing (300K+ viewed videos) and create five distinct "styles." Using AI and Descript. This way Tony could create a script in under 25 minutes.

Tony is one of a very small group of people on social media that truly understand how important data is. I created a report that could be easily read in the mornings and importing all the data into a master spreadsheet for deeper learning

What we found just using ChatGPT & the data I scraped:

i. The best times to post on his account

ii. The optimal video length for his audience

iii. What kinds of topics truly resonated with his audience (not just the most viewed videos... send me a message if you don't understand)

We could cross-reference this data with sales data to find out what videos converted the most sales, if more CTAs created more comments and so much more.

All this work meant Tony was able to post more than 3X as many posts as before I came on, going from ~8 to ~24 per month. On average, videos performed better, scripting was more effective, and resulted in more followers