A course launch video content plan: before, during and after

Why launches need a content plan

Launches go well when the audience has been warmed up for weeks. They go badly when the creator goes quiet for two months, then suddenly posts “doors are open!” to a cold audience. The plan below spreads the content across the whole cycle.

Pre-launch (2–4 weeks out)

• Teaching clips on the core problem your course solves.
• Myths and mistakes beginners make.
• Your own story with the topic.
• Student wins — real, specific and with permission.
• Behind the scenes of building or updating the course.

Webinar or challenge promotion

• “What you’ll learn in the free training” clips.
• Short teasers of the best insight from the training.
• Reminder clips the day before and the hour before.
• After the event: highlight clips for people who missed it.

Open cart

• What’s inside the course, shown quickly.
• Who it’s for — and who it’s not for.
• Answers to the top objections: time, price, “will this work for me?”
• Student stories, told honestly.
• Live Q&A clips.

Close and after

• Clear, honest deadline reminders — no fake scarcity.
• A thank-you video to new students.
• After the launch, go back to regular teaching content so the audience keeps growing for the next one.

When to film and edit

Film the pre-launch and open-cart content in one or two sessions, three to four weeks before cart opens. Send it all to your editor at once. That way the launch batch is finished before launch week starts, and you can focus on the webinar and on answering people. Live content from the launch itself can be edited in a quick second batch.

If you’d like this handled every launch, see video editing for course creators and content repurposing for turning your webinars into clips.