What Videos Should We Be Making?

Laptop screen showing the 'Video strategy discussion phase 2' presentation slide

Office Timeline & RomSoft

Office Timeline and their partners at RomSoft had a solid foundation of branded marketing videos and the production side was working well. What they didn't yet have was a clear strategy for what to make next and why.

We helped them clarify which videos to make, in what order, and for what purpose by creating a ranked, evidence-based content plan that mapped each video type to a specific business goal and gave them a clear picture of what a sustainable, self-reinforcing content mix would actually look like.

The Services

Video Content Audit
Competitor Analysis
Video Content Ideation
Video Content Planning

The Deliverables

Competitor Media Analysis
Video Content and Release Strategy

The Impact

This content plan proposed some of the most successful videos we would go on to produce for Office Timeline that year. Here are two examples:

80%

average video length watched on release announcement videos

255%

increase in monthly YouTube views from blog-to-video pieces

143%

year-on-year increase in yearly watch time

The Process

The Competitor Analysis

We started by researching not just Office Timeline's direct competitors, but the category leaders in broader related spaces like Notion, Monday, and Descript. The insights we got proved that our two-pronged approach was the right one:

Direct competitors were doing little worth noting, just basic screen recordings and static presentations with minimal production value.
Category leaders were focusing on entirely different things: high-production demos, persona-focused explainers, and content engineered specifically for organic YouTube reach.

In other words, Office Timeline had a clear opening to leapfrog their direct competition by adopting what the industry leaders were doing.

Blurred close-up of the 'Video Strategy Ideas' competitor research document, referencing Miro, Notion.io and Descript

Blurred close-up of a strategy document listing costs, benefits and potential challenges for video content

The Strategy Framework

Resources, however, are never unlimited, so every content idea that came out of this research went through a strict reality check:

What does it cost to produce?
What does it actually deliver?
What are the predictable risks involved?

Different video types were then mapped to different platforms and funnel stages, and most were designed to pull in more than one direction. Support videos, for instance, were tracked against total channel watch time at the same time as they were reducing friction for existing customers.

The Strategic Value and Impact

The strategy informed the creation of some of the most successful videos Office Timeline had produced to that point.

The Announcement Videos

The 5 major product releases each got a bespoke promo that achieved an average of ~80% of the length of each video being watched by viewers. For context, 60% is usually considered a solid result.

Collage of Gantt chart timelines from different projects, used to illustrate the strategic planning work

Blurred screenshot of the 'How to create a Gantt chart in Excel' video tutorial page

The Blog Post Companion Videos

The strategy surfaced a specific opportunity: turning Office Timeline's most-visited blog posts into video counterparts. Starting with two posts aimed at project managers searching for Excel-based workflow solutions, and by structuring them as mirror images of each other, we got two complete videos for the effort of one. When they launched in December 2024, monthly views went up 255% and yearly watch time grew 143% year-on-year.

The Value Of Proper Strategy

Overall, this is the perfect example of strategy done right, and the results that come when you approach problem solving in a thoughtful way. The link between creative marketing assets and business outcomes is easier to figure out than you might think.

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"What sets Tudor from INX Films apart is not just his technical skills, but his holistic approach to the entire process. I am so in awe of his ability to capture the essence of our product and single-handedly bring a vision to life. Thank you, Tudor, for being the beating heart of our video production efforts. Here's to many more masterpieces together!"

Nicole Jacobson

Marketing Vicepresident • Office Timeline

"Tudor has a rare ability to take something that feels complicated and solve it efficiently, like building a steady, high-quality video capability without turning every project into a heavy lift. He audited what we had, identified what was missing, and created a production setup the team could actually use consistently. He built a practical video system around our brand, and from that point on, producing strong video content was no longer a bottleneck for us. I'd recommend Tudor to anyone who wants video that serves the business, not just content that looks good."

Eddy Malik

Co-founder and Chief Product Officer • Office Timeline

"It surprised us to find in Tudor from INX Films a video producer who understands the business needs behind a project, does user research, and handles the whole marketing side of video, not just the production itself. [...] We didn't even have to write the scripts ourselves. We could just hand off video production to Tudor and trust that he'd take care of everything, strategy included."

Diana Niculaes

Head of Content • Office Timeline