In this episode of Creatives Grab Coffee, Ben Amos from Innovate Media and Engage Video Marketing shares his journey from high school media teacher to agency owner, coach, and published author. Ben dives deep into the importance of video strategy, explaining how producers can elevate client outcomes by focusing beyond just production. He breaks down his signature seven-part video strategy framework, discusses how to incorporate strategic thinking into sales conversations, and explains how his retainer model works with select clients. Whether you’re running a corporate video agency or freelancing, this episode is packed with insights to help you grow your business through smarter, more strategic content.
Creatives Grab Coffee is produced by Lapse Productions, a video production company based out of Toronto, Canada. Reach out to them for your video production needs.
SPONSORS: Canada Film Equipment and Audio Process
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Key Takeaways
Here are the key takeaways from Episode 99 of Creatives Grab Coffee featuring Ben Amos of Innovate Media:
• Strategy-First Mindset: Video producers should shift from being order-takers to strategic partners by asking better questions and focusing on client goals, audience, and distribution.
• 7 Elements of Video Strategy: Ben outlines a practical framework—audience, goals, content, distribution, optimization, metrics, and production—that should guide every video project.
• From Production to Partnership: Offering post-delivery strategy calls and ongoing advice elevates the client experience and shows you care about results, not just deliverables.
• Retainers Must Fit the Client: Retainer models only succeed with the right client type and leadership mindset; they work best when tied to strategic goals and recurring content needs.
• Monetizing Strategy Workshops: Paid strategy sessions are a great way to uncover gaps in client marketing, set direction, and add value before a project begins.
• B2B vs B2C Requires Nuance: Tailor your video content and strategy based on whether the client serves businesses or consumers—each requires a different approach to distribution and messaging.
• Coach the Gaps, Don’t Fill Them Blindly: If a client doesn’t have the answers, guide them through the discovery process—this not only improves outcomes but positions you as a trusted advisor.
