Case Study Creator / Coach · UK

Thought-leadership channel: from occasional uploads to a system

How a UK-based coach went from sporadic, high-effort uploads to a simple Creator-style rhythm: 2 long videos → 12 Shorts per month, +22% average watch time and +1.8 pp CTR lift over 90 days.

Names and details are anonymised, but the numbers and friction points are very typical for expert-led channels.

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+22%

Avg. watch time

+1.8 pp

CTR lift

2×

Shorts output

2 longs

per month

Starting point

A solo coach selling higher-ticket programs (>£1k). The channel had some early traction but:

Challenges

Inconsistent uploads (bursts of 3–4 videos, then silence)
Heavy editing style that slowed everything down
No Shorts system — repurposing was ad-hoc at best

Metrics baseline

CTR in the 3–5% range, depending on topic
Watch time decent but very spiky between videos
Leads mostly from word-of-mouth, not content

What “good” meant

Predictable lead volume from the channel
Less perfectionism, more publishing
Shorts that felt like their best “quotes”, not clips

Creator-style workflow we put in place

Instead of “fixing” single videos, we focused on a lightweight system they could imagine running for a year.

Step 1

Topics & recording slots

We picked 2 deep-dive topics per month tied to their offers and common objections, then blocked fixed recording windows in their calendar.

Step 2

Long-form structure

Each long video followed a simple structure: hook, context, 3–5 “chapters”, soft CTA. No heavy B-roll demands, no scripted teleprompter.

Step 3

1 → 6 Shorts per long

From each recording we cut 6 Shorts around “quote moments” and reframed them as standalone hooks, not just excerpts.

Step 4

Title + thumb bundles

For each long, we delivered a mini-bundle: 3–4 titles, 2 thumbnail concepts and guidance on which to try first based on their audience.

Step 5

Publishing & KPI loop

We published with chapters, end-screens and UTM; every 2 weeks we sent a simple KPI snapshot highlighting winning hooks and drop-off points.

Step 6

Refine & repeat

We repeated the loop for 90 days, trimming what didn’t work and doubling down on angles that consistently brought qualified leads.

What changed after 90 days

Again, anonymised — but directly based on typical Creator-tier outcomes when there’s at least some audience to start with.

Channel metrics

+22% average watch time across new videos
+1.8 pp CTR lift versus the previous 28-day baseline
Higher consistency: no more “failed” uploads with near-zero reach

Content output

2× Shorts output from the same recording time
2 long-form pieces per month that felt “on brand”
Less time spent editing; more time spent on calls & clients

Business impact

Clearer narrative across content and offers
Lead forms starting to include “found you on YouTube”
A system they could hand off as they grew their team

Want this kind of system for your channel?

Email hello@mrxdigital.io or send a brief through the main form and mention “Coach UK case”.

We’ll send a short Loom audit with topic suggestions, sample Shorts angles and what we’d expect for CTR & watch time over the first 60–90 days.

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