This Deep-Dive will equip you with the proven strategies you need to build authority with video content. From crafting magnetic thumbnails to mastering packaging, this guide contains everything you need to grow a qualified audience on Youtube.

“All you need is ONE video to stick to and you’ve created a million dollar brand!”

Strategy

Profile

Before we start creating content, we need to optimise our profile.

Below you will find some profile optimisation recommendations.

1. Add a high-quality profile picture.

2. Add a banner image that is consistent with your brand.

3. Include a channel description, briefly going over who you are, what you do and who you help.

YouTube Anatomy

Before diving into YouTube, it’s important to understand how the platform works. YouTube is vast, attracting people from all industries, countries, and backgrounds. Because of this, there are no strict rules on how to communicate, but your style should align with your audience’s preferences.

Here are four essential elements to consider before you start creating content on YouTube:

1. Video Idea

Every video you create should be centered around a strong, clear idea.

2. Title

Your title, paired with your thumbnail, is what drives people to click on your video.

3. Thumbnail

Alongside your title, your thumbnail should entice viewers to watch. Make sure your visuals are engaging and visually appealing.

4. Video

Your video should meet the expectations set by your title and thumbnail. While creating your content, think about three things:

What the viewer needs to do
What the viewer should feel
What the viewer must learn

A typical YouTube video structure looks like this:

Hook → Story → CTA

Hook: Make a bold statement or ask an intriguing question
Story: Share a compelling narrative and provide value
CTA (Call to Action): Encourage viewers to take action

YouTube Golden Rules

Here’s a list of do’s and don’ts for YouTube:

Do: Make sure your title and thumbnail deliver on their promise immediately
Do: Provide value right from the start
Don’t: Start with long welcome or intro segments
Don’t: Spend too much time talking about your channel
Don’t: Ask viewers to like and subscribe
Do: Build tension throughout your content
Do: Keep your outro simple with a clear CTA if necessary

Content Strategy

YouTube is one of the best platforms for building a qualified audience. Why? Its long-form nature allows people to spend hours consuming your content, which deepens the connection with your audience. According to the 7-11-4 rule, for someone to convert from a viewer to a buyer, they need to watch 7 hours of your content across 11 touchpoints and 4 different locations. YouTube gives you the tools to make this happen.

When developing your strategy, always keep the 3 C’s in mind: Content, Context, and Consistency. By following these, you’ll already be ahead of most creators.

Content: Create high-quality videos that document your journey, educate, or open people's eyes to new ideas.
Context: Understand your audience’s needs and desires, and deliver the right message at the right moment.
Consistency: Stick to a regular posting schedule that your audience can rely on. Since long-form content takes more time to produce, plan accordingly. You can find more details in the Content Planner.

Post Optimization

When optimizing your YouTube content, have a think about these following points:

Thumbnails & Titles: The first impression of your video matters. Design attention-grabbing thumbnails and pair them with titles that spark curiosity.

Hook: Grab attention in the first 15 seconds. If you lose viewers early, you might lose them for good.

Quality: Prioritize clear audio over flawless video. Poor sound quality can drive viewers away faster than a video that’s a little rough around the edges.

SEO: Use relevant tags and descriptions to ensure your videos are easily discoverable.

CTA (Call to Action): Every video should have a clear purpose. Instead of asking for likes, comments, and subscriptions all at once, focus on one specific action and guide your audience towards it.

Types of YouTube Content

You can create either long-form videos or YouTube Shorts.

Long-form videos: Perfect for building a dedicated audience. They help increase session watch time, which is essential for ranking in YouTube’s algorithm.
Shorts: Quick to create and more likely to go viral. They're ideal for delivering bite-sized value and driving traffic to your channel or longer videos.

For YouTube Shorts, here’s a proven structure:

Hook (first 3 seconds): Start with a bold claim or intriguing question
Story (next 20-30 seconds): Offer a quick insight or tutorial
CTA (last 5-7 seconds): Direct viewers to your longer video or a related resource

Content Ideas

Here are some popular content types to consider, but feel free to explore more formats within The Ecosystem:

Quick Tips & Hacks
Common Mistakes to Avoid
Behind-the-Scenes Glimpses
Challenging Popular Beliefs
Results Previews

Shorts Best Practices

Optimal Length: Aim for 30-40 seconds for the best retention.
Title Strategy: Keep titles under 5 words to avoid truncation.
Posting Frequency: Aim for 1-2 Shorts per day for consistency.
Audio: Use trending sounds where appropriate to boost engagement.
Vertical Format: Shoot in a 9:16 aspect ratio for mobile users.
Pattern Interrupts: Change scenes every 2-3 seconds to keep things visually engaging.
Face-to-Camera: Engage your audience by maintaining eye contact.
Strong Contrast: Use bold text and clear visuals to make your content pop.

Avoid:

Hashtags (they can limit your reach)
Repetitive mentions of your account name
Long video attachments
Generic welcomes or intros
Overly complex explanations
Poor audio quality
Horizontal footage
Lots of visuals

Sales & Growth

Now, let's go over how you can optimize YouTube for sales and growth.
Let's use Dylan Sigley as an example. Dylan is a business owner who has used YouTube long-form videos to grow his personal brand. Despite his 5+ years of business experience and his impressive portfolio, he understood one simple truth:
A personal brand is the most profitable asset on the planet.
However when compared to big creators like MrBeast or Nelk Boys, Dylan does not have such a sizable YouTube audience.
Despite only having 13,000 subscribers, Dylan Sigley has built a highly profitable YouTube channel by focusing on quality over quantity. Rather than chasing views, he:

Creates content specifically for aspiring freelancers, digital marketers, and entrepreneurs
Shares actionable strategies on growing an online business and generating income from freelancing
Focuses on actionable content over entertainment
Uses YouTube to sell his online courses and coaching services
Maintains high engagement despite a smaller subscriber count

The result?
His channel attracts highly-qualified viewers and turns them into customers at a significantly higher rate than many other creators with bigger audiences.

There are people who want to follow you and purchase your products and your job is simply to find them. The best part? If you structure your videos with the strategies outlined below, you won’t have to chase them; they’ll find you.

Tools

These are the tool recommendations for creating content and building a personal brand on Youtube.

For content optimization, use:

TubeBuddy: SEO tools for keyword research, plus A/B testing for thumbnails and titles.
VidIQ: Provides insights on video performance, audience engagement, SEO, and trend forecasting.
Click Pilot: Analyzes competitors, generates AI-powered video titles, and offers a thumbnail library.
View Stats: Delivers detailed insights into individual video performance and revenue tracking.

For video editing, use:

Premiere Pro: Industry-leading video editing software with a wide range of advanced features.
DaVinci Resolve: High-end video editing and color grading tool used by professionals in film and TV.
Final Cut Pro: Premium video editing software available exclusively for Mac users.
iMovie: Free, intuitive video editing app for Mac users, great for simple projects.
CapCut: Easy-to-use mobile editing app tailored for creating short-form videos on the go.
Adobe Premiere Rush: Streamlined video editing app that’s perfect for quick edits and content creation across devices.

Packaging Structures

Use these titles for your own videos…

Title Templates

"How I Built a [Industry] Business with No Experience."
"The Hard Truth About [Industry] You Won't Hear Anywhere Else."
"From [Starting Point] to [Achievement] in [X] Months (Full Journey)."
"Why Your [Product] Isn't Getting Clients (Here’s the Fix)."
"My First [Amount] Month in [Industry]—Behind the Scenes."
"How to Get Started with [X] as a Beginner."
"I Wish I Never [X]."
"The Real Truth About [X]."
"The Best [X] of 2025."
"[X] Things I Wish I Knew Before I Started [Industry/Business]."
"How I Transformed My [Skill] into a [Amount] Business."
"Watch Me Help [Client] Achieve Their First [Result]."
"The REAL Reason Your [Service] Isn’t Selling."
"Inside My [Amount] [Industry] Business (Unfiltered)."
"Stop Making These [Industry] Mistakes If You Want to [Result]."
"What No One Tells You About Starting a [Industry] Business."
"How I Got My First [X] Clients in [Industry] (Step-by-Step)."
"A Day in the Life of a [Role] (Reality vs. Expectations)."
"Why I Quit My [Previous Job] to Pursue [Industry] Full-Time."
"The Simple [Method] That Revolutionized My [Industry] Business."
"From [Problem] to [Solution]: My Client’s [Industry] Journey."
"The Truth About Making Money in [Industry]."
"Behind My [Amount] [Industry] Launch (Full Breakdown)."
"What Actually Works in [Industry] (Backed by [X] Years of Experience)."

Hook Templates

"The [industry] secret no one talks about (until now)."
"How I achieved [result] in [timeframe] (step-by-step guide)."
"I tried [method] for [timeframe]—Here’s what happened."
"The truth about [topic] that could change everything."
"Stop [common mistake] if you want to succeed at [goal]."
"Why your [strategy] isn’t working (and how to fix it)."
"Want to know the exact system I used to [achievement]?"
"[X] things I wish I knew before [activity]."
"How to [goal] without [common obstacle]."
"The real reason you’re not getting [result]."
"I spent [timeframe] mastering [skill]. Here’s what I learned."
"The [industry] secrets they don’t want you to know."
"How to build a [result] in [timeframe] (complete guide)."
"Why [common advice] is holding back your [goal]."
"I tested [X] different ways to [goal]—Here’s what worked."
"The hidden truth about [topic] finally revealed."
"How to master [skill] in [timeframe] (beginner’s guide)."
"Why most people fail at [goal] (and how not to)."
"The [industry] blueprint that changed everything."
"What nobody tells you about [topic]."

Thumbnail Breakdown

Thumbnails are crucial for YouTube, they serve as the first impression of your video and can make or break whether someone clicks to watch. A compelling thumbnail grabs attention, sparks curiosity, and gives viewers a sneak peek into the content, all while standing out among countless other videos. Since YouTube's algorithm often promotes videos based on click-through rates, a well designed thumbnail can significantly boost your video’s visibility and overall performance. In short, thumbnails are your video's marketing tool, they draw people in and encourage them to watch.

Here are some examples of good thumbnails vs bad thumbnails from Ben’s YouTube channel:

Go through the worksheet below to identify some key aspects that will influence your thumbnail creation process.

Copy and paste this for yourself in a google doc or word document.

Audience:

Who is your video for?

→

What are their pain points and desires?

Pain Points:

→

Desires:

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Packaging Angle:

What are the ideas for the video and thumbnail?

→

Title Options:

List 5 title options to guide your thumbnail.

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Thumbnails

What 2-3 principles will you focus on?

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Do some research on similar Youtube videos and insert their thumbnails below for inspiration.

[Insert Thumbnail Inspiration 1]

[Insert Thumbnail Inspiration 2]

[Insert Thumbnail Inspiration 3]

What are the 3 main elements of your thumbnail?

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How will you present these principles visually?

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Now it’s time to go design your thumbnails.

Use the templates below.

Video Idea Templates

Top of Funnel - Reach

"Why [Industry] Needs to Stop Making [Mistake] Immediately"

"How I Went from [Starting Point] to [Milestone] in [Timeframe]"

"7 Lessons I Wish I Knew Before Starting [Career/Industry]"

"How I Built [Skill/Ability] and Transformed My Life"

"Top [Number] Mistakes to Avoid in [Industry]"

"My Daily Routine as a [Job/Industry] Professional"

"How to Stand Out in the [Industry] World in [Year]"

"The Secret to Staying Productive While Growing a Personal Brand"

"5 Surprising Habits of Successful [Industry Pros]"

"What No One Tells You About [Industry]"

"How to Turn [Passion] into a Profitable Business"

"What I Learned from My First [Milestone]"

"The Real Truth About [Industry] No One Talks About"

"X [Industry] Trends You Need to Know for [Year]"

"The Big Mistakes Newbies Make in [Industry]"

"How I Quit My 9-5 to Pursue [Passion]"

"5 Myths About [Industry] That Are Costing You Success"

"Why Most [Industry] Brands Fail (and How to Avoid It)"

"10 Things I Wish I Knew Before Starting [Journey]"

"How I Built a [Social Media Platform] Following from Scratch"

"How I Manage [Skill/Industry] as an Introvert"

"How [Famous Figure] Inspired Me to Build My Personal Brand"

"From [Unremarkable Point] to [Remarkable Point]: My [Industry] Story"

"The Day I Decided to Start My Personal Brand"

"How to Avoid Burnout in [Industry]"

"5 Ways to Overcome Imposter Syndrome as a [Role]"

"Top 10 Tools Every [Industry] Entrepreneur Needs"

"How I Got My First Client in [Industry] Using My Personal Brand"

"The Ultimate Guide to Networking in [Industry]"

"Why I’m All-In on [Industry/Field] This Year"

"The Fastest Way to Learn [Skill/Ability] in [Industry]"

"7 Habits That Changed My Life as a [Job Title]"

"10 Lessons I Learned from [Mentor/Famous Figure] in [Industry]"

"How I Built [Skill] in 30 Days"

"How I Stay Consistent in [Content Creation/Social Media] for My Brand"

"My Journey to [Milestone] – Here’s What I Learned"

"Why I Choose [Industry] Over [Another Path]"

"My Top 5 Books for Success in [Industry]"

"The Biggest Roadblock I Overcame in My Personal Brand Journey"

"How I Created My First [Digital Product/Service] from Scratch"

"The Dark Side of [Industry] and How I Deal with It"

"Why I’m [Starting a Personal Brand/Leaving a Corporate Job]"

Middle of Funnel - Nurture and Build Trust

"The Complete Beginner’s Guide to [Skill in Industry]"

"My [X-Week] Transformation Using [Product/Method]"

"Why [Number] Isn’t Just a Follower Count for Me"

"The Strategy I Used to Grow My [Social Media Platform]"

"How I Maintain My Authenticity as a [Role] in [Industry]"

"What You Can Expect When You Work with Me"

"Why I’m Passionate About [Skill/Industry]"

"A Day in My Life as a [Job Title]"

"The Secret to Building a Loyal Audience on [Platform]"

"How to Build a Portfolio That Stands Out in [Industry]"

"How I Overcame My Biggest [Industry] Failure"

"How I’ve Generated [Milestone] Through My Personal Brand"

"How to Create Impactful Content for [Social Media Platform]"

"How I Use [Platform] to Build Relationships with [Audience Type]"

"What I Wish People Understood About [Industry]"

"5 Values That Guide My Personal Brand"

"How [Life Experience] Shaped My Brand Mission"

"The Key to Building Trust in [Industry]"

"Why I Don’t Do [Common Practice] in [Industry]"

"My Top Tips for Newcomers in [Industry]"

"How I Set and Achieve My Goals as a [Industry Professional]"

"Behind the Scenes of [Personal Brand Project]"

"My Honest Opinion on [Tool/Resource] for [Industry]"

"How I Organize My Content Creation Process"

"Why Building a Personal Brand is Essential for [Career Path]"

"How [Industry] Changed My Life – And How It Can Change Yours"

"The Key to Attracting Clients Who Share Your Values"

"A Complete Walkthrough of My Content Strategy"

"The Biggest Lesson I Learned This Year in [Industry]"

"Why I’m Obsessed with [Skill/Practice] in [Industry]"

"How I Manage My [Personal/Professional] Life as a Brand"

"What a Typical Week Looks Like for Me in [Industry]"

"Why I Choose to Be Vulnerable with My Audience"

"Why Authenticity is My Greatest Asset in Building a Brand"

"The Story Behind My Brand Name & Vision"

"My Top Tools for Creating Engaging Content"

Bottom of Funnel - Conversions

"The Step-by-Step Guide to Building Your Own [Industry] Brand"

"How My Personal Brand Helped Me Land [Client/Opportunity]"

"How to Monetize Your [Platform] Following"

"How I Created a Passive Income Stream with My Brand"

"How I Generate Leads with My Personal Brand"

"5 Secrets to Making Money with [Platform]"

"The Complete Guide to Creating a Digital Product"

"How to Price Your Services as a [Industry Professional]"

"How I Built My First 6-Figure Business through [Platform]"

"The Blueprint to Earning [Target Income] through Your Brand"

"How to Close Sales Using Content

"How I Generate [Target Income] per Month through My Content"

"What I Wish I Knew About Scaling a Personal Brand"

"The Ultimate Content Calendar for [Industry Professionals]"

"How I Built a Thriving Community around My Personal Brand

"How I Attract Premium Clients Using [Platform]"

"Why Every [Industry Professional] Needs a Content Funnel

"How I Use [Platform] to Upsell Clients to Premium Packages"

"How to Convert Followers into Clients with [Platform]"

"How I Built My Brand’s Email List from Scratch"

"How I Attract Clients through My YouTube Channel"

"Why [Specific Offer] is the Missing Piece for [Audience’s Problem]"

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