逐字稿 🔗
WEBVTT
00:00:29.640 --> 00:00:31.560
Hi, I'm Annette Richmond.
00:00:31.640 --> 00:00:42.120
Welcome to Content Marketing School, where we will dive into content marketing strategies specifically for B2B professionals, consultants, and entrepreneurs.
00:00:42.359 --> 00:00:50.439
Discover how to confidently create engaging content and leverage content marketing to elevate your brand and grow your business.
00:00:50.680 --> 00:00:54.840
And if you enjoy the show, don't forget to hit that follow button.
00:00:55.000 --> 00:00:58.359
Now let's dive in to today's episode.
00:01:02.840 --> 00:01:04.280
I'm Annette Richmond.
00:01:04.359 --> 00:01:06.439
Thanks for joining me for this episode.
00:01:06.599 --> 00:01:12.200
Today I want to cover a couple of things that both point to the same problem.
00:01:12.439 --> 00:01:15.000
Content feels like it's just too much work.
00:01:15.159 --> 00:01:23.560
Maybe because you're not sure what to say, but mainly because doing it week after week after week seems overwhelming.
00:01:23.719 --> 00:01:27.560
So I'm breaking this episode into a few different parts.
00:01:27.799 --> 00:01:32.359
First, how to create video without it eating up your whole afternoon.
00:01:32.600 --> 00:01:39.079
Being real, how to be authentic without making yourself feel uncomfortable and repeatable.
00:01:39.239 --> 00:01:45.400
How to keep doing creating content without starting from zero every single week.
00:01:45.560 --> 00:01:46.519
So let's dive in.
00:01:46.680 --> 00:01:54.120
Let's start with making video itself easier because this is where most people get stuck before they even post anything.
00:01:54.280 --> 00:01:58.280
If you hate being on camera, start with lazy videos.
00:01:58.439 --> 00:02:01.719
That's a term that I picked up on TikTok several years ago.
00:02:01.879 --> 00:02:07.799
It's perfect if you're uncomfortable on camera or not camera ready or just not in the mood.
00:02:07.960 --> 00:02:10.519
And the key is using B-roll footage.
00:02:10.680 --> 00:02:17.639
Capturing B-roll footage should be something that you do all the time, just capturing little everyday moments.
00:02:17.800 --> 00:02:25.639
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.
00:02:25.800 --> 00:02:27.719
I do that when ours are having a dream.
00:02:27.879 --> 00:02:36.199
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.
00:02:36.360 --> 00:02:39.319
It might even be making a cup of coffee.
00:02:39.480 --> 00:02:43.560
The key is that you're not facing the camera and talking.
00:02:43.720 --> 00:02:56.040
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.
00:02:56.280 --> 00:03:01.879
But recording videos of you doing other things is really a time saver.
00:03:02.120 --> 00:03:07.720
I often shoot a video of me recording my podcast like I'm doing right now.
00:03:07.879 --> 00:03:13.800
Record that B-roll footage, those videos on your phone and organize them for easy access.
00:03:14.040 --> 00:03:19.399
Maybe you might have a folder for outside shots and inside shots and shots in the office.
00:03:19.639 --> 00:03:29.480
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.
00:03:29.639 --> 00:03:30.519
And you're done.
00:03:30.759 --> 00:03:36.120
And you can make things even easier by just dropping some b-roll footage in a video template.
00:03:36.280 --> 00:03:47.319
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.
00:03:47.480 --> 00:03:50.280
Canva actually has videos all ready to go.
00:03:50.439 --> 00:03:52.839
Video templates that you can just download.
00:03:52.920 --> 00:03:56.120
They already have video, text overlays, and music.
00:03:56.280 --> 00:04:03.000
And it's easy to personalize them by just changing the text overlay and then downloading it and posting them to your socials.
00:04:03.160 --> 00:04:09.639
And I just want to mention that CapCut even has video templates, and all you have to do is add photos.
00:04:09.800 --> 00:04:14.519
Just go to the search bar and search for video templates that work with photos.
00:04:14.680 --> 00:04:19.319
If you are comfortable on camera, a quick talking head video works too.
00:04:19.480 --> 00:04:32.600
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.
00:04:32.839 --> 00:04:35.160
Makes a short, simple video.
00:04:35.639 --> 00:04:39.720
Just make sure to stay on point and keep it under 60 seconds.
00:04:39.879 --> 00:04:43.480
And that's where having a script does come in handy.
00:04:43.720 --> 00:04:45.240
It keeps you from rambling.
00:04:45.400 --> 00:04:49.160
Something else that can complicate video is thinking about what to share.
00:04:49.720 --> 00:04:55.160
A few years ago, there was a lot of talk on LinkedIn about being authentic.
00:04:55.319 --> 00:05:00.840
Now, the word authentic isn't tossed around as much as it was, but the idea is the same.
00:05:01.000 --> 00:05:08.199
Now, I solve that by thinking of content in terms of three buckets professional, personal, and private.
00:05:08.360 --> 00:05:13.720
Now, I will say that I heard somebody else share this philosophy on Clubhouse several years ago.
00:05:13.800 --> 00:05:21.560
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.
00:05:21.720 --> 00:05:23.960
Now, I think we
Load full transcript
all know what professional is.
00:05:24.120 --> 00:05:26.600
It's probably the same thing for you as it is for me.
00:05:26.759 --> 00:05:34.439
It's a video or any content where it's sharing advice, information, a technique, maybe even having a little fun with that.
00:05:34.600 --> 00:05:36.759
But it's basically business oriented.
00:05:36.920 --> 00:05:37.960
Next is personal.
00:05:38.199 --> 00:05:40.439
Now, I'm a pretty private person.
00:05:40.600 --> 00:05:44.199
So personal for me might be a video of our dogs playing.
00:05:44.280 --> 00:05:48.360
It might be me and my husband at a concert or maybe at a football game.
00:05:48.520 --> 00:05:53.160
It's one of those things that people often refer to as water cooler talk.
00:05:53.319 --> 00:05:57.400
Things you might talk about if you were at the office on a coffee break.
00:05:57.560 --> 00:05:59.480
And the third bucket is private.
00:05:59.560 --> 00:06:02.840
But what's personal and what's private, only you can decide.
00:06:03.000 --> 00:06:08.040
The example that I usually give is if I were getting a divorce, I'm not.
00:06:08.199 --> 00:06:13.000
But if I were, I wouldn't be talking about it on social media, including LinkedIn.
00:06:13.240 --> 00:06:17.960
That's something that I would be talking about with one of my girlfriends or maybe a family member.
00:06:18.120 --> 00:06:23.000
But I know people who talk about, have talked about going through a divorce.
00:06:23.160 --> 00:06:26.920
I've seen photos of people in hospital beds on LinkedIn.
00:06:27.240 --> 00:06:28.680
And I'm not judging that.
00:06:28.840 --> 00:06:33.000
I'm not judging what anybody shares on LinkedIn or any social media platform.
00:06:33.080 --> 00:06:37.960
Although I will say I sometimes feel like screaming if I see 10 selfies in a row on LinkedIn.
00:06:38.040 --> 00:06:41.720
I basically live by a you do you and I'll do me philosophy.
00:06:41.800 --> 00:06:49.160
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.
00:06:49.319 --> 00:06:56.360
Another issue that people talk about all the time, at least to me, is being consistent with what they create and what they share.
00:06:56.520 --> 00:07:01.879
You can record B-roll footage every time you think about it and organize it until it's ready to use.
00:07:01.960 --> 00:07:07.400
And it's pretty easy for each of us to decide what we consider personal, professional, and private.
00:07:07.560 --> 00:07:11.480
But where and when and how do you find the time to create video content?
00:07:11.640 --> 00:07:13.800
The fix for that is batching your content.
00:07:13.960 --> 00:07:19.560
If you're not comfortable being on camera, write down a list of things that you want to convey.
00:07:19.800 --> 00:07:23.960
A list of messages or information that you want to share.
00:07:24.120 --> 00:07:35.640
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.
00:07:35.800 --> 00:07:41.720
And the next one, and the next one, until you have a handful of videos that are ready to go.
00:07:41.879 --> 00:07:43.960
Another option is to go the template route.
00:07:44.040 --> 00:07:45.400
It's basically the same thing.
00:07:45.640 --> 00:07:58.199
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.
00:07:58.360 --> 00:08:04.360
If you are comfortable on camera, my advice is to keep a list of ideas that you want to talk about.
00:08:04.520 --> 00:08:06.520
Now, I keep them on a whiteboard.
00:08:06.600 --> 00:08:09.879
I've recently also started using a notes app on my phone.
00:08:09.960 --> 00:08:15.160
Then schedule some time, maybe an hour or two, and record five or six videos.
00:08:15.319 --> 00:08:19.160
If you're just starting, maybe try to just record three.
00:08:19.319 --> 00:08:21.160
And don't edit them, not yet.
00:08:21.319 --> 00:08:24.759
Later that day or another day, you can edit the videos.
00:08:24.920 --> 00:08:31.319
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.
00:08:31.480 --> 00:08:38.519
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.
00:08:38.679 --> 00:08:43.720
Just make sure that you get enough of them done so that you have things ready to post.
00:08:43.879 --> 00:08:55.639
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.
00:08:55.719 --> 00:08:57.240
And you can even use it for free.
00:08:57.399 --> 00:09:04.360
All you need to do is to create an account and you can search three times a day on the free subscription version.
00:09:04.519 --> 00:09:23.719
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.
00:09:23.959 --> 00:09:28.679
So just to kind of put it all together, if you are struggling with video, keep it easy.
00:09:28.839 --> 00:09:33.639
Use B-roll footage and text overlays or short talking head videos.
00:09:33.799 --> 00:09:46.599
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.
00:09:46.759 --> 00:09:53.479
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.
00:09:53.639 --> 00:09:59.079
And the fastest way to help people get to know you and build that connection is through video.
00:09:59.240 --> 00:10:01.000
So thanks again for joining me today.
00:10:01.159 --> 00:10:05.479
I hope you found this episode relevant and helpful.
00:10:05.639 --> 00:10:07.559
If you did, please share it with a friend.
00:10:07.639 --> 00:10:08.919
I bet they'll thank you.
00:10:09.079 --> 00:10:10.439
And I'll see you next time.
00:10:10.599 --> 00:10:13.559
To continue the conversation, connect with me on LinkedIn.
00:10:13.719 --> 00:10:15.959
Just mention you found me on my podcast.
00:10:16.120 --> 00:10:22.120
And if you find Content Marketing School valuable, please follow the show and give us a five-star review.
00:10:22.279 --> 00:10:25.559
That's the only way I'll know that I'm on the right track.
00:10:32.279 --> 00:10:37.159
Thanks for tuning into Content Marketing School with me, Annette Richmond.
00:10:37.319 --> 00:10:43.479
If today's insights have inspired and resonated with you, please share this episode with a friend.
00:10:43.639 --> 00:10:49.639
And if you haven't already, hit that follow button to keep learning and growing with us.