Maudsley Learning – Strategy Playbook

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Layer 1 — Strategic Foundation

Overview

The YouTube and Digital Video Strategy is built on four interconnected pillars. Each one depends on the others.

01

Search-First Content Architecture

Title hierarchy, keyword intent, cluster strategy

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Every video title must match a real search query. Tier 1 titles target high-intent phrases people actually type. Tier 2 explores topic clusters. Tier 3 uses creative framing only when Tier 1 and 2 are already satisfied. The channel's discoverability depends entirely on this discipline.

02

Algorithm-Aligned Upload Rhythm

Phase model, injection strategy, cluster building

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YouTube's algorithm rewards consistent publishing and strong early signals. The three-phase upload model — Injection, Testing, Evergreen — structures every video's lifecycle. Social channels exist to inject traffic in Phase 1. The algorithm does the rest in Phases 2 and 3.

03

Retention-Optimised Production

Script structure, pattern interrupts, watch time

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Average view duration above 35% is the benchmark. Every long-form video must follow the eight-section script template: Hook, Promise, Section 1, Pattern Interrupt, Section 2 + Mid-Video Re-Hook, Pattern Interrupt, Section 3, Summary + Watch Next CTA. Skipping this structure costs watch time and algorithmic trust.

04

Institutional Authority Building

Trust signals, collaboration tiers, SLaM positioning

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Maudsley Learning's unique asset is institutional credibility. Every video should reinforce SLaM's position as the UK's leading mental health trust. Collaboration with Tier 1 partners (SLaM clinicians, NHS bodies) compounds this authority. Vanity metrics are not the goal — sustainable discoverability and institutional trust are.

Performance Model

Three-Phase Upload Cycle

Every upload progresses through these phases. Strategy must support all three deliberately.

01

Injection

0 – 72 hours post-upload

External social traffic pushed in
Click-through rate tested
Intro retention tested (first 30 sec)
Coordinated collaborator posts

02

Algorithm Testing

Days 3 – 14

Browse & Suggested surfaces open
Relative watch time assessed
Cluster adjacency tested
Subscriber vs non-subscriber ratio

03

Evergreen Indexing

Weeks 2+

Search performance compounds
Long-term retention value accrues
Cluster drives ongoing session time
Monetisation watch hours build

Layer 2 — Strategic Framework

Strategic Framework

Search intent hierarchy, performance benchmarks, collaboration tiers, and campaign integration.

Search Intent

Title Hierarchy

Select a tier to see its standard and examples.

High Intent Query Flagship standard

Matches the exact phrase someone types into search. Non-negotiable for all flagship uploads.

Formula

[Problem/Question] + [Specificity] + [Authority signal]

e.g. "What is Borderline Personality Disorder? — Explained by a Psychiatrist"

What is anxiety?How to manage depressionSigns of PTSD explainedOCD treatment options

Topic Cluster Supporting content

Sits within a topic cluster. Drives session time by linking to Tier 1 flagship content.

Formula

[Topic] + [Angle or Format]

e.g. "Anxiety at Work — What Managers Need to Know"

Anxiety at workLiving with OCDDepression in teenagersUnderstanding trauma responses

Creative Framing Use sparingly

Creative or narrative titles. Only appropriate when Tier 1 and 2 are already satisfied in the cluster.

Formula

[Narrative hook] — used when cluster is established

e.g. "The Day I Stopped Pretending I Was Fine"

My anxiety storyI tried therapy for 6 monthsWhat nobody tells you about burnout

Performance Benchmarks

Key Metrics

Minimum thresholds for algorithmic trust. Below these, revisit title, thumbnail, or intro.

35%

Avg View Duration

Long-form minimum

4%

Click-Through Rate

Browse surface target

60%

30-sec Retention

Intro benchmark

2×

Session Extension

Watch Next clicks

Campaigns

Campaign Integration

Campaigns amplify evergreen content — they never replace it.

Single Awareness Day

Publish evergreen 3–4 weeks prior. Campaign social activity then amplifies the existing video.

Awareness Week

One flagship long-form supplemented by daily Shorts published across the week.

Awareness Month

Full cluster expansion. Two to three related uploads spaced strategically across the month.

Layer 3 — Operational Playbook

Operational Playbook

Script structure, title scoring, campaign calendar, and analytics review.

Retention Design

Script Template

Every long-form must follow this structure to hit the 35%+ benchmark.

Recommended Script Flow

Content Interrupt Close

Hook (0–20 sec)

Problem-led opening. No intro, no credits. Start mid-sentence if needed.

Promise of Value (20–45 sec)

Tell them exactly what they'll learn. Create a reason to stay.

Section 1 (45 sec – 3 min)

First key point. Dense, clinical-grade information.

Pattern Interrupt

Visual cut, B-roll, on-screen text, or change of pace. Resets attention.

Section 2 + Mid-Video Re-Hook (3–7 min)

Second key point. Add a mid-video tease — "Coming up, we'll cover…"

Pattern Interrupt

Second reset. Cut, graphic, or format change.

Section 3 (7–12 min)

Third key point. Deepest, most valuable content. Reward those who stayed.

Summary + Watch Next CTA (final 60 sec)

Recap the three points. Direct them to the next video in the cluster.

Collaboration

Collaboration Tiers

Not all collaborators are equal. Prioritise by algorithmic and institutional value.

Tier	Who	Value	Commitment
Tier 1	SLaM clinicians, NHS bodies, academic partners	Institutional authority + subscriber crossover	Full co-production
Tier 2	Mental health charities, lived experience advocates	Audience reach + topic credibility	Guest appearance
Tier 3	Adjacent creators, social amplifiers	Phase 1 injection traffic	Social share agreement

Analytics

Review Cadence

When to look at what.

72 Hours Post-Upload

CTR, 30-second retention, and injection traffic sources. Decide whether Phase 2 conditions are met.

2 Weeks Post-Upload

Algorithm surface data. Is it appearing in Browse or Suggested? If not, diagnose thumbnail or title.

Monthly Review

Channel-level watch time, subscriber growth, cluster performance. Inform the next month's upload plan.

Layer 4 — Quality Assurance

Pre-Publish QA Checklist

Run through this before every upload. Click each item to mark complete.

0%

✓ All checks complete — ready to publish.

Title & Thumbnail

Title matches a real search query (Tier 1 standard)

Title is under 70 characters

Thumbnail text is legible at 120×68px

Thumbnail contrast passes accessibility check

Thumbnail tested against 5 competing videos in search

Script & Structure

Hook lands within first 20 seconds — no cold open

Promise of value stated clearly by 45 seconds

Two pattern interrupts included in long-form

Mid-video re-hook present (long-form only)

Watch Next CTA references a specific cluster video

Upload Settings

Description contains target keyword in first 2 lines

Tags include primary keyword + 4 related terms

End screen set to Watch Next cluster video

Chapters added (long-form only)

Subtitles uploaded or auto-generated and reviewed

Injection Prep

Social posts scheduled for publish + 2 hours

Collaborator share confirmed (if applicable)

Internal newsletter / comms notified

Performance Diagnostics

Diagnostics Guide

Tap a symptom to diagnose the likely cause and recommended fix.

Low Click-Through Rate

CTR below 2% after 72 hours

Tap to diagnose ↓

The thumbnail or title is not compelling enough in the context where it's appearing. Test a new thumbnail first — it has the highest impact. If CTR improves on Browse but not Search, the title is the issue. Run A/B title test using YouTube's own tool. Revisit the Tier 1 title formula.

High Drop-Off in First 30 Seconds

30-sec retention below 50%

Tap to diagnose ↓

The hook is not landing. The video is not delivering on the title's promise fast enough. Recut the intro to remove any dead time before the hook. The first words spoken should create immediate tension or curiosity. Consider a cold open that starts mid-problem.

Good Start, Sharp Mid-Drop

Strong 30s retention, drop at 3–5 min

Tap to diagnose ↓

The mid-video re-hook is missing or weak. Add a pattern interrupt at the drop point. Place a "Coming up…" tease before the 3-minute mark. Strengthen the transition between Section 1 and Section 2. Check whether Section 2 content is as strong as Section 1.

Not Appearing in Browse or Suggested

Traffic sources dominated by direct/search only

Tap to diagnose ↓

The video has not passed Phase 2 algorithm testing. This is usually caused by low relative watch time or CTR from the channel's existing audience. Strengthen the cluster — link more existing videos to this one. Social supports Phase 1 injection. YouTube structure sustains Phases 2 and 3.

Views Plateau After Week 2

No search traffic growth after initial spike

Tap to diagnose ↓

The video has not been indexed for search. Check that the title exactly matches a real search query. Update the description to include the keyword more naturally in the first paragraph. Build internal links from 2–3 related videos using pinned comments or end screens.

Low Watch Time on Short-form

Shorts loop rate below 15%

Tap to diagnose ↓

The Short is not creating a loop. The ending must connect back to the beginning or leave an open loop that makes replaying feel natural. Recut to end on a question or unresolved tension. First frame must be visually arresting — no title cards, no logos. Strengthen the cluster and improve retention before the next upload.

Cultural Foundation

Principles

We are not chasing virality. We are building authority.

Clarity

over

Creativity

Structure

over

Randomness

Search

over

Slogans

Depth

over

Noise

Consistency

over

Spikes

YouTube is our library.

Social is our amplifier.

Campaigns are our spotlight.

Collaboration is our accelerator.

This playbook enables sustainable discoverability, structured growth, algorithmic trust, institutional authority, and monetisable reach.

AI-Powered — Content Ideas

Idea Generator

Generates fresh video ideas grounded in trending mental health topics, filtered through the playbook's Tier 1 standard.

Content Focus

Content Type

Target Audience

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Ready to generate

Select your parameters above and hit Generate Ideas to get five tailored video concepts.

Workspace — Idea Bank

Idea Bank

Your saved video ideas with pipeline status tracking. Synced across your team.

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Head to the Idea Generator, generate some ideas, and hit Save to Bank on any you want to keep.

Workspace — Campaign Calendar

Campaign Calendar

Plan and track awareness campaigns to align your content strategy.

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