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Content marketing, especially video, is something we know we need to do.
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But figuring out where to start, that's another story.
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On Content Marketing School, we talked about video creation, content strategy, social media, and how to make it all work for your business.
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I'm Annette Richman, your host.
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Let's get on with the show.
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Hi, I'm Annette Richmond.
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Thanks for joining me for this episode.
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If you're a coach, consultant, or business owner, there's a good chance that you are overthinking your videos way, way too much.
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You're worrying about things like how you look or how you sound, the background, the lighting.
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And that comes from thinking your videos need to look perfect before you're able to post them.
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They absolutely do not.
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And today I'm going to talk about what your audience actually cares about when they watch your videos and where you should put your time and energy.
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So let's dive in.
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One of the biggest mistakes I see is people thinking that they want to be perfect.
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They need perfect polished videos.
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But the truth is what people watching your videos want is to be able to understand what you're sharing.
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They want to be able to trust what you're saying.
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They want to get a tip or a technique or a strategy that's going to be useful to them.
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Now you don't need a studio or makeup team, a multi-camera setup, or even an editing team.
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And this isn't just me saying it.
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There are multiple studies that I've read, research reports that successful brands are intentionally moving away from those overly polished social media videos.
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Natural pacing, small imperfections, even the occasional flub can signal that you are a human.
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The other day I was listening to a podcast put out by a professional media company, and the host was saying how he gets emails all the time.
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People telling him that he doesn't look the way he looks when they see him on TV.
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And he said he has to respond and tell them that it's because he doesn't have a makeup person, a makeup team.
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He's recording his podcast from his home studio.
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And when it comes to social media videos, the best idea is to keep those videos short.
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Maybe 20 to 60 seconds, 90 seconds at the outside, if you have something very interesting or entertaining or particularly educational to share.
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Now, one way to stick to that format is to create a short script, which I talk about all the time.
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Because the way people end up with those long meandering three-minute videos is usually because they decide to just turn on the camera and start talking.
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And nobody wants to listen to you or me or anyone except perhaps their favorite celebrity ramble on for three minutes when they have a 30-second message.
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Now, when it comes to social media videos, a good way to stay on track is to share one tip or one technique or maybe one insight or something that you would share with a potential client.
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You might answer one question that you get asked over and over and over again.
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Sticking to one thing will create solid video content that will actually help your viewers, and that's what they want anyway.
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One thing to remember is your audience does not care what you look like or sound like.
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I know I've been there too.
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But the truth is they only care if your message is relevant to them.
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Now, people talk a lot about the idea that we're all listening to station WIFM.
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What's in it for me?
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And we are, all of us.
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And that's what people are thinking when they're watching your videos.
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What's in it for me?
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Now think about it.
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When you're watching a video, you're probably not thinking, wow, she's too old for video, or wow, he could really stand to lose 10 pounds.
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No, you're thinking, is this relevant or helpful to me?
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Should I keep watching it?
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Is it going to help me?
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And that's all your audience cares about too.
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Now, the key to getting more comfortable on camera really is a mindset shift to realize that it's not about you.
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It's about your message.
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Is it helping the person who's watching it or listening to it?
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That's what's the most important.
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Again, not about you, it's about them.
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Now, having said that, one of the reasons people come and work with me in the first place is because they are uncomfortable on camera and they find during working together that they are creating videos, and the more they do that, the easier it gets for them.
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If you've been following me or
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listening to my podcast, you've already heard about my BOCA or Banish on Camera Anxiety Strategy.
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Simple.
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Record one video a day for 14 days.
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Don't look at them until day 15.
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And on that day, as you look oldest to newest, you'll see a more comfortable and confident you.
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And if you don't believe me, ask my clients or anyone who's tried the BOCA strategy, and they will tell you that it really, really does work because you're building that video muscle, and it becomes just another thing that you do.
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Now, I still hate photos of myself, but when I'm looking at a video I've done, I don't even see myself anymore.
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Now, maybe that's a sign that I ought to start taking more photos.
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Another thing that I hear all the time is people think that they have nothing to say.
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Now, often the real problem underneath is they feel like they don't know enough.
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Usually they're thinking that their peers will be judging them.
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Now, the first thing to remember is you're not creating content for your peers.
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I know.
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Hard for me to sometimes too.
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But the reason you're creating content is to help people who know less than you.
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And second, you don't need to know everything about a topic.
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You'll often hear coaches or trainers say that you only need to know about 10% more than the people that you're teaching.
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You need to know enough to help them solve a problem that they're having or bring a new perspective or insight that they haven't thought of already.
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The example I use all the time is I don't need to be a neurosurgeon to teach somebody how to change a bandage.
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And you don't need to be the leading expert in your field.
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You just need to know more than the people that you are teaching.
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So, yes, you absolutely do know enough.
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The thing I want to add is people that I work with often struggle with how to stay consistent with their content.
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And that's where my map framework comes in.
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It will help you create video more consistently.
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Now, M stands for make the commitment.
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Decide that you are going to create video content on a regular basis.
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You are a video content creator.
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Now that might be one video a week, or as I suggest, decide that you're going to schedule some time to batch record several videos once a week or maybe even once a month.
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You never want to be like those people who join the gym in January, fully committed.
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They come every single day for two or three or four weeks, and then they're gone.
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Now, A is to anchor or align your content to your pillars.
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Now, those are the maybe three to five topics that you want to be known for or you are known for.
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And P stands for creating content with purpose.
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As I've talked about before, video strategy comes before video production.
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You have to answer three questions.
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What type of video am I creating?
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Is it behind the scenes?
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Is it educational?
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Who is the video for?
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Who is my target audience?
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And then why am I creating this video in the first place?
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That's where creating your content with purpose comes in.
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So remember, polished isn't the same as professional.
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Your audience wants to understand you and trust you and get some useful information from you because it's not about you, it's about them.
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And you do know enough to help others.
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So thanks so much for joining me today.
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If this episode was helpful, please share it with a friend.
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I bet they thank you.
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And I'll see you next time.
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Want to continue the conversation?
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Connect with me on LinkedIn or find me on Substack and let me know if you found me through the show.
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And if you find Content Marketing School valuable, please follow the show and leave a five star review.
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It's the only way I'll know that I'm on the right track.
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Thanks again for joining me, and I'll see you next time.