Video and podcasts are solely rising in reputation, proving to be a fascinating solution to attain your viewers and discover methods to speak about your business or product. But it is a crowded market on the market, and discovering a good thought is just half the battle. Join video advertising and marketing extraordinaire Phil Nottingham from Wistia as he explores how we are able to each uncover nice concepts for a podcast or video collection and observe by way of on them on this week’s episode of Whiteboard Friday.
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Howdy, Moz followers. My title is Phil Nottingham, and welcome to a different version of Whiteboard Friday. Today we will speak about easy methods to provide you with a nice thought for your video collection or podcast. I believe a lot of companies on the market perceive that there is simply this nice alternative now to do a longer kind collection, a present in podcast or video kind, however actually wrestle with that second of discovering what sort of thought may take them to the following stage and assist them stand out.
I believe the commonest error that companies make is to begin with the worst thought on the planet, which is interviewing our prospects about how they use our product. I am certain lots of you’ve gotten by accident fallen down this entice, the place you have thought, “Ah, maybe that will be a good idea.” But the factor is even if you happen to’re Ferrari or Christian Louboutin or essentially the most fascinating product on the planet, it is by no means going to be fascinating for somebody to take a seat there and simply hearken to your prospects speaking about your product.
The downside is that your prospects aren’t a distinctive group of individuals, except for the truth that they use your product. Usually there is not the rest that brings them collectively. For this sort of content material, for a video collection and podcast to essentially stand out and to develop by way of their viewers, we have to harness phrase of mouth. Word of mouth does not develop by way of the best way we regularly take into consideration viewers development in advertising and marketing.
Many of us, significantly within the efficiency advertising and marketing house, are used to desirous about funnels. So we get increasingly visitors into the funnel, get extra folks in there, and finally a few of them convert. But the best way phrase of mouth works is that a small group of individuals begin speaking to a different group of people that begin speaking to a different group of individuals. You have these ever-increasing circles of communication that finally permit you to develop your viewers.
How to seek out a area of interest viewers
But which means you have to begin with a group of people who find themselves speaking to at least one one other. Invariably, your prospects aren’t speaking to one another as a form of rule of thumb. So what you have to do is locate a group of individuals, an viewers who’re speaking to one another, and that basically means a subculture, a neighborhood, or perhaps an curiosity group. So discover your group of consumers and work out what’s a subset of consumers, what sort of neighborhood, wider tradition they’re a part of, a group of people that you could possibly really converse to.
The means you may discover that is utilizing issues like Reddit. If there’s a subculture, there’s going to be a subreddit. A instrument like SparkToro will permit you to uncover different matters that your buyer base is likely to be concerned about. Slack communities could be a nice supply of this. Blogs, there’s typically any kind of matter or a area of interest viewers have a weblog. Hashtags as effectively on social media and maybe meetup teams as effectively.
So spend a while discovering who this viewers is for your present, a actual group of people who find themselves speaking with each other and who finally are somebody who you could possibly converse to in a significant means.
Once you have obtained your viewers, you then want to consider the perception. What the perception is, is that this hole between want and final result. So what you usually discover is that once you’re talking to teams of individuals, they’ll have one thing they wish to obtain, however there’s a barrier in the best way of them doing it.
This is likely to be one thing to do with instruments or hardware/software program. It could possibly be simply to do with skilled expertise. It could possibly be to do with emotional issues. It could possibly be something actually. So you have to form of uncover what that is likely to be. The important means to try this is simply by way of good, outdated-customary speaking to folks.
- Focus teams,
- Social media interactions,
- Data that you’ve got from search, like utilizing Google Search Console,
- Internal website search,
- Search quantity
That form of factor may inform you precisely what kind of matters, what issues persons are having that they actually attempt to remedy on this curiosity group.
Solve for the barrier
So what we have to do is locate this specific little nugget of knowledge, this gold that is going to present us the perception that enables us to provide you with a actually good thought to attempt to remedy this barrier, no matter that is likely to be, that makes a distinction between want and final result for this viewers. Once we have that, you may see a present thought beginning to emerge. So let’s take a couple of examples.
Just a few examples
Let’s assume that we’re working for like a DIY provides firm. Maybe we’re doing simply kind of piping. We will uncover that a subset of our prospects are plumbers, and there is a neighborhood there of plumbing professionals. Now what may we discover about plumbers? Well, perhaps it is true that each one plumbers are form of actually into automobiles, and one of many challenges they’ve is ensuring that their automotive or their van is as much as the job for their work.
Okay, so we now have an fascinating perception there, that there is one thing to do with enhancing automobiles that we may hook up for plumbers. Or as an example we’re doing a furnishings firm and we’re creating furnishings for folks. We may uncover that a subset of our viewers are literally novice carpenters who actually love picket furnishings. Their want is to change into skilled.
But perhaps the barrier is they do not have the talents or the expertise or the assumption that they might really try this with their lives and their profession. So we see these kind of very private issues that we are able to begin to emerge an thought for a present that we’d have.
So as soon as we have that, we are able to then take inspiration from current TV and media. I believe the error that a lot of us make is considering the format that we is likely to be doing with a present in a very broad sense.
Don’t take into consideration the format in a broad sense — get particular
So like we’re doing an interview present. We’re doing a speak present. We’re doing a documentary. We’re doing a expertise present. Whatever it is likely to be. But really, if we take into consideration the good historical past of TV and radio the final hundred years or so, all these actually sensible codecs have emerged. So inside speak present, there’s “Inside the Actors Studio,” a very kind of critical, lengthy, in-depth interview with one individual about their apply.
There’s “The Tonight Show Starring Jimmy Fallon,” which has obtained plenty of form of set items and sketches and issues that intermingle with the interview. There’s “Ellen,” the place a number of persons are interviewed in a single present. If we take into consideration documentaries, there’s like fly-on-the-wall stuff, simply run and gun with a digicam, like “Diners, Drive-Ins and Dives.” Carrying on the meals factor, there’s “Chef’s Table,” the place it is very deliberate and meticulously shot and is an exposé of 1 specific chef.
Or one thing like “Ugly Delicious,” which is a bit extra like a form of exploratory piece of documentary, the place there’s form of one protagonist going around the globe they usually piece it collectively on the finish. So you’ll be able to take into consideration all these completely different codecs and attempt to discover an concept that perhaps has been accomplished earlier than in TV in some format and discover your means by way of that.
Just a few extra examples
So let’s take into consideration our plumber instance. Plumbers who love automobiles, effectively, we may do “Pimp My Ride for Tradesmen.”
That’s an fascinating thought for a speak. Or as an example we’re going after like novice carpenters who would like to be skilled. We may simply do “American Idol for Lumberjacks or Carpenters.” So we are able to begin to see this concept emerge. Or let’s take a form of B2B instance. Maybe we’re a advertising and marketing company, as I am certain lots of you might be. If you are a advertising and marketing company, perhaps you recognize that a few of your prospects are in startups, and there is this startup neighborhood.
One of the actual issues that startups have is getting their product prepared for market. So you could possibly form of suppose, effectively, the barrier is getting the product prepared for market. We may then do “Queer Eye for Product Teams and Startups,”and we’ll herald 5 specialists in numerous areas to form of get their product prepared and kind of iron out the main points and ensure they’re able to go to market and help advertising and marketing.
So you can begin to see by having a clear area of interest viewers and an perception into the issues that they are having, then pulling collectively a entire checklist of various present concepts how one can deliver collectively an thought for a potential, fascinating TV present, video collection, or podcast that might actually make your enterprise stand out. But keep in mind that nice concepts are form of 10 a penny, and the actually onerous factor is discovering the precise one and ensuring that it really works for you.
So spend a lot of time developing with tons and many completely different executions, making an attempt them out, doing form of little pilots earlier than you’re employed out and decide to the concept that works for you. The most vital factor is to maintain going and hold making an attempt and teasing out these concepts reasonably than simply selecting the very first thing that involves thoughts, as a result of often it is not going to be the precise reply. So I hope that was very helpful, and we’ll see you once more on one other episode of Whiteboard Friday.
Video transcription by Speechpad.com