This was part of the capstone project from a content strategy certification course. You can view my assignment submission and feedback. It details the work that goes into identifying the audience, where they fit in the hierarchy of needs how content can meet them where they are.
Video to explain health savings account based health insurance plan.
Here is PDF that represents how this was presented for design and concept review before going into video production. Final design elements, key frame layouts, and copy were pulled from a final version of this an original design document like this.