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Hi, I'm Annette Richmond.
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Welcome to Content Marketing School, where we will dive into content marketing strategies specifically for B2B professionals, consultants, and entrepreneurs.
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Discover how to confidently create engaging content and leverage content marketing to elevate your brand and grow your business.
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And if you enjoy the show, don't forget to hit that follow button.
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Now let's dive in to today's episode.
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I'm Annette Richmond.
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Thanks for joining me for this episode.
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Today I want to cover a couple of things that both point to the same problem.
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Content feels like it's just too much work.
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Maybe because you're not sure what to say, but mainly because doing it week after week after week seems overwhelming.
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So I'm breaking this episode into a few different parts.
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First, how to create video without it eating up your whole afternoon.
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Being real, how to be authentic without making yourself feel uncomfortable and repeatable.
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How to keep doing creating content without starting from zero every single week.
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So let's dive in.
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Let's start with making video itself easier because this is where most people get stuck before they even post anything.
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If you hate being on camera, start with lazy videos.
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That's a term that I picked up on TikTok several years ago.
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It's perfect if you're uncomfortable on camera or not camera ready or just not in the mood.
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And the key is using B-roll footage.
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Capturing B-roll footage should be something that you do all the time, just capturing little everyday moments.
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If you're at the beach, you might take a video of the waves coming in, or maybe take a video of your dogs playing or even sleeping.
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I do that when ours are having a dream.
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You might take a video of your hands typing on the keyboard, or maybe a side view of you working at your desk or reading a book.
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It might even be making a cup of coffee.
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The key is that you're not facing the camera and talking.
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And why that makes a difference is most people that tell me they hate being on camera, it's really that they hate talking on camera because they're afraid of messing up, which we all do, and they know it's gonna take them a lot of time.
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But recording videos of you doing other things is really a time saver.
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I often shoot a video of me recording my podcast like I'm doing right now.
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Record that B-roll footage, those videos on your phone and organize them for easy access.
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Maybe you might have a folder for outside shots and inside shots and shots in the office.
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If you want to create a video, it's simply a matter of taking some b-roll footage, overlaying a little text, and maybe adding a voiceover or a bit of music.
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And you're done.
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And you can make things even easier by just dropping some b-roll footage in a video template.
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You can find many mostly free templates on CapCut, which is my favorite for fun, trendy video templates, but you can also find them on Instagram and on Canva.
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Canva actually has videos all ready to go.
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Video templates that you can just download.
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They already have video, text overlays, and music.
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And it's easy to personalize them by just changing the text overlay and then downloading it and posting them to your socials.
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And I just want to mention that CapCut even has video templates, and all you have to do is add photos.
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Just go to the search bar and search for video templates that work with photos.
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If you are comfortable on camera, a quick talking head video works too.
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Now, while I always suggest writing a short script, and the key being to write the way you speak, just turning on the camera and answering one question that you get over and over and over again.
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Makes a short, simple video.
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Just make sure to stay on point and keep it under 60 seconds.
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And that's where having a script does come in handy.
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It keeps you from rambling.
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Something else that can complicate video is thinking about what to share.
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A few years ago, there was a lot of talk on LinkedIn about being authentic.
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Now, the word authentic isn't tossed around as much as it was, but the idea is the same.
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Now, I solve that by thinking of content in terms of three buckets professional, personal, and private.
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Now, I will say that I heard somebody else share this philosophy on Clubhouse several years ago.
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I can't remember who it was, but it's something that I have adopted and shared with others since learning it all those years ago.
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Now, I think we
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all know what professional is.
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It's probably the same thing for you as it is for me.
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It's a video or any content where it's sharing advice, information, a technique, maybe even having a little fun with that.
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But it's basically business oriented.
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Next is personal.
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Now, I'm a pretty private person.
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So personal for me might be a video of our dogs playing.
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It might be me and my husband at a concert or maybe at a football game.
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It's one of those things that people often refer to as water cooler talk.
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Things you might talk about if you were at the office on a coffee break.
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And the third bucket is private.
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But what's personal and what's private, only you can decide.
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The example that I usually give is if I were getting a divorce, I'm not.
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But if I were, I wouldn't be talking about it on social media, including LinkedIn.
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That's something that I would be talking about with one of my girlfriends or maybe a family member.
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But I know people who talk about, have talked about going through a divorce.
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I've seen photos of people in hospital beds on LinkedIn.
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And I'm not judging that.
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I'm not judging what anybody shares on LinkedIn or any social media platform.
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Although I will say I sometimes feel like screaming if I see 10 selfies in a row on LinkedIn.
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I basically live by a you do you and I'll do me philosophy.
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And only you can decide where you draw the line or if there is any line for you between what's personal and what's private.
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Another issue that people talk about all the time, at least to me, is being consistent with what they create and what they share.
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You can record B-roll footage every time you think about it and organize it until it's ready to use.
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And it's pretty easy for each of us to decide what we consider personal, professional, and private.
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But where and when and how do you find the time to create video content?
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The fix for that is batching your content.
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If you're not comfortable being on camera, write down a list of things that you want to convey.
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A list of messages or information that you want to share.
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Then go to CapCut, my favorite, or whatever video editing tool you use, upload some B-roll footage, add some text, maybe a little music, and then go on and do the next one.
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And the next one, and the next one, until you have a handful of videos that are ready to go.
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Another option is to go the template route.
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It's basically the same thing.
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Open up an app, pick a few templates that you want to use, ones that you're either going to use to upload video or photos, and then complete five or six of those until you have a handful of videos ready to go.
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If you are comfortable on camera, my advice is to keep a list of ideas that you want to talk about.
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Now, I keep them on a whiteboard.
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I've recently also started using a notes app on my phone.
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Then schedule some time, maybe an hour or two, and record five or six videos.
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If you're just starting, maybe try to just record three.
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And don't edit them, not yet.
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Later that day or another day, you can edit the videos.
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I often edit my videos while I'm sitting on the sofa watching the news or a TV show that I'm just not that interested in.
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You might choose to schedule an hour to sit down and edit all your videos, or you might decide to just do a couple here and there.
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Just make sure that you get enough of them done so that you have things ready to post.
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The last thing I want to throw into the mix before closing is if you are stumped for what to talk about, I recommend that you try using Answer the Public, which is a social listening tool.
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And you can even use it for free.
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All you need to do is to create an account and you can search three times a day on the free subscription version.
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And here's what you do: you simply type in a phrase or keywords relevant to your area expertise, and Answer the Public will show you the phrases that people are actually using to search on search engines like Google, on social media platforms like YouTube, even on AI platforms like ChatGPT.
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So just to kind of put it all together, if you are struggling with video, keep it easy.
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Use B-roll footage and text overlays or short talking head videos.
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And keep it real by doing professional, of course, but also some personal videos, which might just be behind the scenes, maybe you working behind the scenes, or maybe you taking people on a tour of your office.
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Because we're all a bit nosy, we like to know a little bit about people, particularly the people that we might want to be working with.
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And the fastest way to help people get to know you and build that connection is through video.
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So thanks again for joining me today.
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I hope you found this episode relevant and helpful.
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If you did, please share it with a friend.
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I bet they'll thank you.
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And I'll see you next time.
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To continue the conversation, connect with me on LinkedIn.
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Just mention you found me on my podcast.
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And if you find Content Marketing School valuable, please follow the show and give us a five-star review.
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That's the only way I'll know that I'm on the right track.
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Thanks for tuning into Content Marketing School with me, Annette Richmond.
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If today's insights have inspired and resonated with you, please share this episode with a friend.
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And if you haven't already, hit that follow button to keep learning and growing with us.