In a perfect world, you’d make ten, twenty, maybe more videos a year. But budgets, time, and contributor availability often mean you have to prioritise.

So, if you could only focus on a few, which types of video would give you the most impact?

Here at Dependable Productions, we think you can get great value and results when you concentrate on three strategic types of content: an anchor brand film, proof-in-action content, and flexible evergreen footage. Planning around these types — rather than counting individual films — ensures your effort, budget, and contributors deliver the most return.

Video 1: The Core Brand/Positioning Film

“Who you are, what you do, and why it matters.”

This is your anchor piece. The film that:

• Lives on your website homepage

• Underpins pitches and proposals

• Sets tone, confidence, and credibility

It needs to:

• Clearly articulate your purpose and value

• Sound human, not scripted corporate

• Build trust quickly

This film shapes everything else. Think of it as your elevator pitch. To current and new clients, new starters and even your competition.  If you get it right, it should become a real workhorse, delivering value for the investment you made in it.

💡Planning tip: Your content needs to be as “evergreen” as possible. So, make sure you don’t make reference to time specific events. Even figures that make you look good can change quickly. So, make sure you don’t make reference to time specific events. Focus on the bigger picture. And don’t worry if you can’t fit everything in. This is a “shop window”, meant to draw people in, not tell them everything.

Video 2: Proof in Action: Internal and External

This second video does double duty: Externally, it builds credibility. Internally, it builds understanding, alignment, and confidence.

Examples:

• A client case study

• A project or programme film

• A people-led story showing your values in action

• An internal explainer that can later be adapted for external audiences

The great thing about these kinds of films are that they can really help with internal messaging too, especially when you are trying to develop cohesive understanding across a large organisation . Internal audiences are often the first to feel change, the hardest to convince, and the strongest advocates when they understand the “why.”

A well-planned proof film can:

• Help teams see progress and impact

• Give leaders a clear, human way to communicate strategy

• Create content that can later be adapted externally without re-filming

Remember, if something is clear enough to work internally, it’s usually strong enough to work externally too — with the right edit.

💡Planning tip:
Film more than you think you need , especially senior interviews and wide, timeless visuals. This footage becomes the backbone of other content later.

Video 3: Flexible, Evergreen Content: Always Ready to Work

This type of content isn’t just one film — it’s a flexible category that can include multiple short clips, B-roll, and internal soundbites, all designed to be reused throughout the year.

Why it matters:

• Fills gaps in your content calendar and keeps you visible

• Supports campaigns, social posts, and thought leadership

• Gives you material to react quickly to new opportunities

Examples:

• Staff stories or team introductions

• Office, site, or product B-roll

• Generic ‘human’ questions that show personality.

This kind of content earns its own filming day. For example, you could set aside time to ensure you have great-looking B-roll that can be used with a voiceover to create new films with ease internally. You could have an hour with the CEO and get him to deliver short motivational sound bites that you can use throughout the year internally. You could film lots of people answering the same set of questions. What do they like about their job? What’s their favourite product? What the company means to them. Even short overviews of their role. This would give you a bank of shareable content that works both internally and externally.

But if you don’t have the luxury of having a dedicated filming day for “nice to haves”, try to maximise other filming days like the ones mentioned above. For example, if the CEO is delivering messages for the overall corporate film, ask him to stay 5 mins longer and answer a few more questions. Make sure any B-roll you film is of good quality and shows your location off in full and at its best.

💡Planning tip:
Make every filming moment count. Capture high-quality visuals and audio so the content is usable for multiple purposes internally and externally

Final Thoughts

If you can only focus on three types of video this year, choose wisely:

1.    Core Brand / Positioning — anchor your messaging and build trust

2.    Proof in Action — show credibility and reinforce internal understanding

3.    Flexible / Evergreen — content you can repurpose and adapt

By prioritising these types, you’ll:

• Reduce filming day

• Get more value from each shoot

• Keep contributors happy

• Make your budget work harder

Sometimes less really is more — and with careful planning, a few well-chosen types of content can do the work of ten.