Posted by PhilNottingham
Video and podcasts are only growing in popularity, proving to be an engaging way to reach your audience and find ways to talk about your industry or product. But it’s a crowded sell out there, and finding a good notion is only half the combat. Join video marketing extraordinaire Phil Nottingham from Wistia as he explores how we can both uncover great theories for a podcast or video serials and follow through on them in this week’s episode of Whiteboard Friday.
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Howdy, Moz followers. My name is Phil Nottingham, and welcome to another edition of Whiteboard Friday. Today we’re going to talk about how to come up with a great idea for your video serials or podcast. I conceive a lot of businesses out there understand that there’s just this great opportunity now to do a longer form series, a show in podcast or video sort, but truly struggle with that time of finding what kind of idea could take them to the next degree and help them stand out.
I think the most common error that the companies induce is to start with the worst idea in the nations of the world, which is interviewing our clients about how they use our product. I’m sure many of you have accidentally fallen down this net, where you’ve reckoned, “Ah, maybe that will be a good idea.” But the thing is even if you’re Ferrari or Christian Louboutin or the most desirable product in the nations of the world, it’s never going to be interesting for someone to sit there and just listen to your clients talking about your product.
The problem is that your clients are not a unique group of people, aside from the fact that “theyre using” your product. Usually there isn’t anything else that delivers them together. For this kind of content, for a video serial and podcast to really stand out and to grow in terms of their audience, we need to harness word of mouth. Word of mouth doesn’t grow through the lane we often think about audience rise in marketing.
Many of us, particularly in the performance marketing space, are used to thinking about funnels. So we get more and more traffic into the funnel, get more people in there, and ultimately some of them convert. But the route word of mouth runs is that a small group of people start communicating to another group of people who start communicating to another group of people. You have these ever-expanding circles of communication that ultimately allow you to grow your audience.
How to find a niche audience
But that means you need to start with a group of people who are talking to one another. Invariably, your customers are not talking to each other as a kind of rule of thumb. So what you need to do is find a group of people, an audience who are talking to each other, and that are actually necessitates a subculture, their home communities, or maybe an interest group. So find your group of customers and work out what is a subset of patrons, what kind of community, wider culture they’re part of, a group of people who you could actually speak to.
The way you might find this is using things like Reddit. If there’s a subculture, there’s going to be a subreddit. A tool like SparkToro will allow you to discover other topics that your client base might be interested in. Slack communities can be a great source of this. Blogs, there’s often any sort of topic or a niche audience have a blog. Hashtags as well on social media and perhaps meetup groups as well.
So spend some time finding who this audience is for your show, a real group of people who are communicating with one another and who ultimately are someone who you could speak to in a meaningful behavior.
Once you’ve got your audience, you then need to think about the revelation. What the revelation is, is this gap between want and outcome. So what you usually find is that when you’re speaking to groups of people, they will have something they want to achieve, but there is a barrier in the way of them doing it.
This might be something to do with tools or hardware/ software. It is likely to be only to do with professional experience. It could be to do with emotional questions. It could be anything actually. So you need to kind of discover what that might be. The crucial lane to do that is just through good, old-fashioned talking to people.
Focus groups, Surveys, Social media interactions, Discussions, Data that you have from scour, like applying Google Search Console, Internal site search, Search volume
That kind of thing might tell you exactly what sort of topics, what difficulties people are having that they truly try to solve in this interest group.
Solve for the barrier
So what we need to do is find this particular little nugget of prudence, this amber that’s going to give us the insight that allows us to come up with a really good idea to try and solve this barrier, whatever that might be, that makes a difference between desire and outcome for this audience. Once we’ve got that, you might envision a indicate idea starting to emerge. So let’s take a got a couple of examples.
A few lessons
Let’s assume that we are working for like a DIY furnishes corporation. Maybe we’re doing just sort of piping. We will discover that a subset of our patrons are plumbers, and there’s a community there of plumbing professionals. Now what might we find about plumbers? Well, perhaps it’s true-blue that all plumbers are kind of really into vehicles, and one of the challenges they have is attaining sure that their auto or their van is up to the job for their work.
Okay, so we now have an interesting insight there, that there’s something to do with improving automobiles that we have been able to hook up for plumbers. Or let’s say we are doing a furniture company and we’re creating furniture for people. We might discover that a subset of our audience are actually amateur carpenters who really enjoy wooden furniture. Their desire is to become professional.
But perhaps the barrier is they don’t have the skills or its own experience or the impression that they could actually do that with their lives and their career. So we understand these sort of very personal problems that we can start to emerge an idea for a show that we might have.
So once we’ve get that, we can then take inspiration from existing TV and media. I imagine the errors that a lot of us stir is thinking about the format that we might be doing with a show in a very broad sense.
Don’t think about the format in a broad sense — get specific
So like we’re doing an interview show. We’re doing a talk appearance. We’re doing a documentary. We’re doing a knack display. Whatever it might be. But actually, if we think about the great history of Tv and radio the last hundred years or so, all these really smart formats have emerged. So within talk depict, there’s “Inside the Actors Studio, ” a extremely sort of serious, long, in-depth interview with person or persons about their practice.
There’s “The Tonight Show Starring Jimmy Fallon, ” which has got lots of kind of set pieces and sketches and things that intermingle with the interview. There’s “Ellen, ” where multiple people are interviewed in one show. If we think about films, there’s like fly-on-the-wall stuff, simply run and handgun with a camera, like “Diners, Drive-Ins and Dives.” Carrying on the meat thing, there’s “Chef’s Table, ” where it’s very strategy and meticulously shot and is an expose of one particular chef.
Or something like “Ugly Delicious, ” which is a bit more like a kind of exploratory piece of documentary, where there’s kind of one supporter going around the world and they piece it together at the end. So you can think about all these different formats and try to find an idea that maybe has been done before in Tv in some format and find your route through that.
A few more examples
So let’s think about our plumber lesson. Plumbers who love automobiles, well, we have been able to do “Pimp My Ride for Tradesmen.”
That’s an interesting idea for a talk. Or let’s say we’re running after like amateur carpenters who would love to be professional. We is likely to be do “American Idol for Lumberjacks or Carpenters.” So we can start to see this idea emerge. Or let’s take a kind of B2B example. Maybe we are a marketing agency, as I’m sure many of you are. If you’re a marketing agency, maybe you know that some of your clients are in startups, and there’s this startup community.
One of the real troubles that startups have is getting their product ready for market. So you have been able various kinds of conceive, well, the barrier is getting the product ready for market. We could then do “Queer Eye for Product Teams and Startups, “and we’ll bring in five specialists in different areas to kind of get their product ready and sort of iron out the details and make sure they’re ready to go to market and subsistence marketing.
So you can start to see by having a clear niche audience and an revelation into the problems that they’re having, then pulling together a whole roll of different show suggestions how you can bring together an idea for a potential, interesting TV testify, video series, or podcast that could really build your business stand out. But remember that great thoughts are kind of 10 a penny, and the really hard thing is finding the right one and making sure that it works for you.
So spend a lot of period coming up with heaps and lots of different executings, trying them out, doing kind of little pilots before you work out and commit to the idea that works for you. The most important thing is to keep going and keep trying and teasing out those theories rather than simply settling on the first thing that comes to mind, because generally it’s not going to be the right response. So I hope that was very useful, and we will see you again on another occurrence of Whiteboard Friday.
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