Field notes / 2026
Useful thinking for
people who make media.
Production, strategy, craft and distribution—documented clearly enough to put to work.
22 field notes
01ProductionHow to Make a B2B Product Demo VideoPlan and record a useful B2B product demo video around one buyer task, a clean product state, verifiable proof and a clear next step.12 min 02Creative craftHow to write a B2B video script: a practical templateWrite a clear B2B video script with a reusable scene-by-scene template for spoken lines, visuals, evidence, on-screen text and the viewer’s next step.11 min 03MeasurementVideo content audit checklist: keep, update, reuse or retireAudit a B2B video library across channels with a practical inventory, evidence checks and a keep, update, reuse or retire decision for every asset.10 min 04ProductionIn-house video team vs video production agency: a workload-based guideCompare an in-house video team with a production agency by workload, skills, access, ownership and total operating effort—not a headline rate.11 min 05StorytellingCustomer testimonial video questions: a practical interview guideUse a focused set of customer testimonial video questions to capture a specific B2B story, credible evidence and natural answers without scripting the customer.11 min 06ProductionVideo production budget planning checklistPlan a video production budget by deliverable and phase. Compare quotes consistently, expose hidden costs and control scope changes with a practical checklist.11 min 07StrategyTypes of B2B marketing videos by funnel stageChoose B2B video formats for awareness, consideration and decision: a practical guide to buyer questions, evidence, calls to action and production priorities.11 min 08DistributionVideo content distribution strategy: a practical planBuild a video distribution plan with channel priorities, a release sequence, clear owners and useful metrics. Includes a reusable worksheet and B2B example.10 min 09ProductionVideo production workflow: from brief to deliveryPlan a video production workflow with clear owners, approval gates, footage handoffs and delivery checks. Includes a practical timeline and reusable checklist.11 min 10StrategyHow to build a B2B video content strategyBuild a B2B video content strategy around buyer decisions, evidence, formats, distribution and measurement with this practical framework.11 min 11StrategyBuild a content system, not a posting scheduleA practical framework for turning one strong point of view into a month of coherent media.5 min 12CraftWhy recognisable beats polishedThe visual decisions that make a creator brand feel familiar before the audience reads the name.5 min 13DistributionDesign every idea for its second platformHow to preserve the point while changing the format, pace and context of a piece of content.5 min 14ProductionHow to plan a video before production beginsThe decisions that protect the idea, the budget and the edit before a camera enters the room.5 min 15StrategyThe creator brief that prevents endless revisionsA concise creative brief that aligns the idea, audience, proof and constraints before production.4 min 16ProductionTurn one filming day into a month of useful assetsPlan a production day around a library of ideas instead of a single hero edit.4 min 17CraftA practical shot list for founder-led contentThe essential coverage for making expert-led video feel credible, human and easy to edit.4 min 18CraftEditing for retention without losing the ideaUse pacing, structure and visual change to support attention without turning every second into noise.4 min 19SystemsBuild a repeatable short-form video workflowA sustainable operating rhythm from idea capture to review, production, editing and learning.4 min 20MeasurementVideo metrics that improve the next productionConnect audience behaviour to specific creative decisions instead of collecting disconnected totals.5 min 21BusinessWhen to bring in a production partnerRecognise the point where specialist production support creates leverage instead of extra coordination.4 min 22StorytellingHow to create case studies people actually watchTurn a client result into a credible story with tension, decisions, evidence and useful detail.5 min