Content Matters - Create Content to Grab Attention
:24 – :36
Make Your Audience Need It - Product Dependent
1:01 - 1:37
Relate To Your Audience Without Nagging About Your Product
4:01 - 4:13
Make Your Product Relevant - Why Education is the Key
How To Keep Attention Spans and Why It's the Biggest Hurdle
How To Create Content Your Audience Will Devour?
Hey everybody, it’s Craig with Clipscribe. How do you make video content that your audience will devour? That’s a weird word right there. Did you produce video content that people want to watch and care about with all the crazy attention spans we have right now? If you’re not creating content your audience is genuinely interested in, you’ll lose them, especially if you’re trying to get their attention in the feed.
So here’s how to make content that your audience will care about, and I think it comes down to determining if your audience is one of three types. Most of your audience depends on products like yours daily or weekly. So, the first audience type is what I want to call product-dependent.
Okay, this is when you have a product your audience needs and uses all the time. It is a daily thing. Maybe it’s a software product they need daily in their business. Perhaps it’s some other physical product that they need all the time. This is a special kind of audience because it means that you can talk about things related to your product or surrounding your product a lot. After all, they’re constantly in need of information and frequently care about knowledge. You can also talk about ancillary things that surround your product different, you know, something that still matters that is related to the use of the product associated with the type of businesses that utilize your kind of product or the type of consumer items that people use, that tie into your product.
But the beauty of this one is that you can talk about your product a lot and that it’s so good because it is what people want to do when they start creating any video content in any marketing. They think I want to talk about my products all the time and believe that people would care about them.
But the problem is, a lot of times, people don’t care about it because they’re not in this audience group. So if your audience group is product-dependent, they depend on your product. If this is you, you are in a good spot because you can talk about it a lot, and the people in your audience are still likely to want to listen. They will also care about what you have to say.
Okay, what I like to call time-specific is another type of audience you need to think about in creating content and determine whether or not your audience is inside of this audience type. Okay, this is where your audience only needs your product at specific intervals. They don’t consistently need it. A great example of this would be a realtor. I was talking with a realtor friend the other day, and he was talking about creating video content and having a show about real estate. I told him, you know, here’s the problem with that: people only really care about real estate when they’re ready to buy or sell a house.
Now, I’m not saying that people don’t, in general, have some interest in the real estate market. Is the value of my house going up or down, etcetera? If you’re a homeowner, yes, you do think about that but is that enough for you to want to watch regular content about real estate? In many cases, it’s not going to be enough.
So, in these cases, you want to find things that your audience cares about, that you have in common with them, and that may not necessarily be about your product. So, an excellent example for somebody in real estate is they can talk about what’s happening in their community. What is something that their audience has in common with them or their community?
They care about their community they care a lot about their community, so if you can find a common theme that your audience cares about, about restaurants, you can talk about politics, you can talk about all sorts of things exciting people in your community.
If you can tell those stories, you’re going to build camaraderie with the people in your audience in a way that anybody who’s just talking about the product all the time, because most people aren’t going to care until they’re ready to buy or sell a house, so you’re setting yourself to be more than just a salesperson, you’re setting yourself up, there’ll be somebody that people already know, like, and trust so, that when you do start putting out your content, that is product-centric. If you sprinkle that in, you’re going to be much more likely to have people that care about it and listen to it, not because they still not necessarily because they care about it, but because they care about you because of all the great information that you’ve given them.
The final audience type you need to consider when creating video content is what I like to call product-ignorant now; this is where most of your audience knows nothing about your product. They don’t know what your product is and are unaware of all it can do for them. They’re entirely ignorant now, but that doesn’t mean that they don’t know that they need your product, and that was a little bit of education so that the audience is now introduced to your product, and they’re like, wow, like I needed that Clipscribe.
It’s a great example of that because it is a product that, when we rolled it out, we started putting ads on Facebook for Clipscribe. Many people said,” wow, this is precisely what I need.” I didn’t even know there was something like this out there; they were trying to make video content, trying to put automatic, and trying to put subtitles on it. It was challenging and painstaking, and they were trying to format their videos for different social media platforms or add headlines, or maybe they were trying to add an animated countdown or something, which was tough.
So they had the problem already. They didn’t even realize that there was a solution out there. This is different from the other two because two people already know there’s a problem. They already know there are solutions out there. In this case, they might know there’s a problem, but they don’t realize there are any solutions, or they might not even really understand the problem.
So this is the case, we’re going to be creating a lot of very educational content, and this is also a beneficial need, especially if your product does mean a need. Now, if your product doesn’t meet demand and it doesn’t resonate with anybody, and nobody needs it, you’re a whole other thing that you’re talking about that has nothing to do with video content.
I still recommend not being super salesy and creating ancillary content surrounding your product. It just has to do with your product not being super relevant, but people need it as long as your video is suitable. Then you can create all kinds of content around your product.
How To Speak To The Audience
But you can create a lot of content explaining to your product people what it does, how it will help them, and how it will solve their needs. You can do tutorials, you can do interviews with people that use your product and case studies and such, and until you get to the point that the markets understand what your product is and what it does or they become more aware, then you can use that strategy to grow and build an audience and then you can start venturing out, you know, depending on the type of product you have to one of those other, you know, audience types. You can start creating content, you know, that is more focused on those other audience groups, either product-dependent or time specific.
You know, you can create content based on your general audiences, but for starters, you definitely can focus hard on your product and what it does and how it can help, you know, your audience because most of them don’t have any clue about it.
So the education part will be not only helpful, but it will also be critical. So hopefully, this helps you out a bit in understanding and thinking about your audience, think about your audience. We’re always excited about our product, but you’ve got to understand if your audience is already enthusiastic about my product all the time or when they are excited.
Think through that is one of the biggest hurdles many people stumble over when they start making video content; all they think about is what they care about. Still, they’re not necessarily thinking about what their audience cares about, and that is critical to do that in this saturated media-saturated world where attention spans are really, you know, they’re not long anymore.
So hopefully, that was helpful to use Craig Lillard thanks for watching. Please like, and subscribe. If you want to know more about Clipscribe and how it can help you create video content and put it on multiple social media platforms, repurpose it. Add headlines, add automatic subtitles and grow your audience.
Check us out at Clipsribe.com. Thanks for watching, everybody, this is Craig, and I’ll see you in another video.