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DTC EcommerceProline Range Hoods & NaturesSeed
Content Strategy: Building a Content Machine
Created systematic content production generating 3-5 videos per week
Context
Both brands needed consistent content for demand generation but had very different resources. Proline had budget for a videographer; NaturesSeed had a team of 3 handling everything.
Constraints
- Proline: Needed to scale video production systematically
- NaturesSeed: Tiny team, no dedicated content person
- Both: Consistency was the biggest challenge
- Different content needs (product demos vs. plant knowledge)
What I Did
- Proline: Hired and managed a videographer, built content calendar system
- Proline: Created scripts, managed actors, coordinated editing pipeline
- Proline: Systematized production for 3-5 short YouTube videos + 2 long-form videos per week
- NaturesSeed: Trained 3-person team on content creation
- NaturesSeed: Leveraged customer care interactions as content source
- NaturesSeed: Built system to record plant knowledge videos with available resources
Results
- Proline: 3-5 short videos + 2 long-form videos weekly
- NaturesSeed: Consistent content output with minimal resources
- Both: Sustainable demand generation engine
- Both: Improved organic reach and engagement
- Both: Repurposable content across social channels
Artifacts
Content Calendar TemplateProduction Workflow
What I'd Do Next
Expanding to podcast format and user-generated content programs