I’m taking a break from the “why do content marketing” list this week to have a look at two other, related, hot content marketing methods: video and podcasting.
There are a lot of what might be called “stream of consciousness” podcasts and videos out there, with no particular informational purpose. They’re designed to show your human side; fair enough – it’s all part of the “know, like and trust” process. But for me the best videos and podcasts have a purpose: they’re not just a one-sided chat, they’re giving you real insight into the life of the person who runs the business you’re following, or they show a process or pass on knowledge in some other way.
If you’re doing one of these purposeful podcasts or videos, you’re best to have some sort of notes, even if it’s just a list of points, so you stay on track. Once, at a business show, I was asked by the excellent Tosh Lubek (https://www.toshlubekproductions.co.uk/) to do a video of my 5 Top Tips. Tosh didn’t want me reading from a script, and I nearly forgot the last two completely. Unless you have a really good memory it’s easy to forget where you’ve got to, and either repeat something or leave it out altogether.
So write yourself an aide-memoire, just a back-of-an-envelope list with as few points as possible, before you start recording. I wouldn’t recommend writing a full script, unless you’re a trained actor: you’ll sound as though you’re reading, not speaking naturally, and it comes across as false. If you’ve ever had to use a script for your job, or heard a telesales person using one, you’ll know what I mean. They can be as well-researched as you like, but they still sound naff. You just need enough points on your list to stop your brain freezing over, because it’s much easier to do the recording in a oner than to have to splice and edit bits later.
For the same reason, and also because most people don’t watch or listen very long, keep it short and to the point. Apparently the best length for a podcast is between 18 and 22 minutes – but for videos it’s just 3 minutes (you can find all sorts of fascinating factoids about the best length for all sorts of things at https://www.adweek.com/socialtimes/ideal-length-social-media-podcast-blog/502513). So don’t waffle, especially in a video, or you’ll lose your audience.
Once you’ve said your stuff, and put it somewhere permanent like your website or YouTube channel, you can get even more value out of it by making a transcript available too. Many people prefer to read as they listen, and it’s well-proven that the more faculties you use as you learn something, the better it sinks in. So you get double the result for your hard work if you have a transcript.
Transcribing is a skill requiring a sharp ear and fast fingers – and a rewind button on whatever you’re listening on. I hate doing it and I doubt I’m alone, so it’s good to know there are people out there who’ll do it for you. One I can recommend is Catherine Poole (look her up at www.catherinepoole.co.uk, or on Facebook https://www.facebook.com/CatherineMPoole/). There are two sorts of transcription: standard, where they leave in all the “um”s and “er”s (which is very tedious to wade through), and intelligent, where they don’t. Catherine does the intelligent version. She’ll also create show-cards from your webinars.
With your podcast and/or video and your transcript sorted, all you have to do now is promote the socks off them on social media, embed them in your newsletter and generally get full mileage out of them. Work smart, not hard, as they say.