Video and podcasts are solely rising in reputation, proving to be a fascinating approach 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 concept is simply half the battle. Join video advertising extraordinaire Phil Nottingham from Wistia as he explores how we will each uncover nice concepts for a podcast or video sequence 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 discuss easy methods to give you a nice concept for your video sequence or podcast. I feel a lot of companies on the market perceive that there is simply this nice alternative now to do a longer type sequence, a present in podcast or video type, however actually battle with that second of discovering what sort of concept might take them to the following degree and assist them stand out.
I feel the commonest error that companies make is to start out with the worst concept on the planet, which is interviewing our clients about how they use our product. I am certain a lot of you may have by chance fallen down this lure, the place you’ve got 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 sit down there and simply hearken to your clients speaking about your product.
The downside is that your clients will not be a distinctive group of individuals, other than 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 sequence 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 way in which we regularly take into consideration viewers progress in advertising.
Many of us, significantly within the efficiency advertising area, are used to interested by funnels. So we get an increasing number of site visitors into the funnel, get extra folks in there, and finally a few of them convert. But the way in which 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 might want to begin with a group of people who find themselves speaking to at least one one other. Invariably, your clients will not be speaking to one another as a form of rule of thumb. So what you might want 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 possibly an curiosity group. So discover your group of shoppers and work out what’s a subset of shoppers, what sort of neighborhood, wider tradition they’re a part of, a group of people that you can truly communicate to.
The method you would possibly discover that is utilizing issues like Reddit. If there’s a subculture, there’s going to be a subreddit. A device like SparkToro will permit you to uncover different subjects that your buyer base is likely to be excited by. Slack communities might be a nice supply of this. Blogs, there’s typically any form 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 can communicate to in a significant method.
Once you’ve got received your viewers, you then want to consider the perception. What the perception is, is that this hole between want and end result. So what you usually discover is that once you’re chatting with teams of individuals, they may have one thing they need to obtain, however there may be a barrier in the way in which of them doing it.
This is likely to be one thing to do with instruments or /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 might want to form of uncover what that is likely to be. The important method to try this is simply by way of good, previous-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 would possibly let you know precisely what kind of subjects, what issues individuals are having that they actually attempt to resolve 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 offer us the perception that enables us to give you a actually good concept to attempt to resolve this barrier, no matter that is likely to be, that makes a distinction between want and end result for this viewers. Once we have got that, you would possibly see a present concept 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 form of piping. We will uncover that a subset of our clients are plumbers, and there is a neighborhood there of plumbing professionals. Now what would possibly we discover about plumbers? Well, possibly it is true that every one plumbers are form of actually into vehicles, 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 vehicles that we might hook up for plumbers. Or for instance we’re doing a furnishings firm and we’re creating furnishings for folks. We would possibly uncover that a subset of our viewers are literally beginner carpenters who actually love wood furnishings. Their want is to turn into skilled.
But possibly the barrier is they do not have the abilities or the expertise or the idea that they may truly do this with their lives and their profession. So we see these form of very private issues that we will begin to emerge an concept for a present that we’d have.
So as soon as we have got that, we will then take inspiration from current TV and media. I feel 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 truly, if we take into consideration the nice 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 form of severe, lengthy, in-depth interview with one particular person about their follow.
There’s “The Tonight Show Starring Jimmy Fallon,” which has received plenty of form of set items and sketches and issues that intermingle with the interview. There’s “Ellen,” the place a number of individuals 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 all over the world they usually piece it collectively on the finish. So you may take into consideration all these completely different codecs and attempt to discover an concept that possibly has been completed earlier than in TV in some format and discover your method by way of that.
Just a few extra examples
So let’s take into consideration our plumber instance. Plumbers who love vehicles, effectively, we might do “Pimp My Ride for Tradesmen.”
That’s an fascinating concept for a speak. Or for instance we’re going after like beginner carpenters who would like to be skilled. We might simply do “American Idol for Lumberjacks or Carpenters.” So we will begin to see this concept emerge. Or let’s take a form of B2B instance. Maybe we’re a advertising company, as I am certain a lot of you’re. If you are a advertising company, possibly you realize that a few of your clients 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 can form of suppose, effectively, the barrier is getting the product prepared for market. We might then do “Queer Eye for Product Teams and Startups,”and we’ll usher in 5 specialists in several areas to form of get their product prepared and form of iron out the main points and ensure they’re able to go to market and assist advertising.
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 complete checklist of various present concepts how one can deliver collectively an concept for a potential, fascinating TV present, video sequence, or podcast that might actually make your enterprise stand out. But do not forget that nice concepts are form of 10 a penny, and the actually laborious factor is discovering the best one and ensuring that it really works for you.
So spend a lot of time developing with tons and plenty of completely different executions, attempting them out, doing form of little pilots earlier than you’re employed out and decide to the concept works for you. The most vital factor is to maintain going and preserve attempting and teasing out these concepts somewhat than simply selecting the very first thing that involves thoughts, as a result of often it isn’t going to be the best reply. So I hope that was very helpful, and we are going to see you once more on one other episode of Whiteboard Friday.
Video transcription by Speechpad.com