Welcome to episode 52 of Happy Freakin’ Monday which means that I’ve been creating and posting a video per week for one full year. Ok, so not every video was specifically about marketing and there were 2, or 3 at most, that were just to say “hey not doing a real video this week...” but it was either because I was on vacation or that time I just got out of the hospital. However, no matter what was going on in my life I have made it a priority to post a video with the end goal of helping you be a better marketer. New content, every Monday for the last year and here are 5 things I’ve learned from this experience:
#1: It can always be better
This is something that I had to come to terms with early on in order to just get the videos out. In the beginning, I hardly had a plan, I just started with a basic concept of sharing marketing insights and knowledge as an Entrepreneur and Dad working from home. If I had aimed for perfection with those first videos it surely would have worn me out and I don’t know that I would have made it a full year. Instead I’ve looked at each video after the fact with a critical eye to find ways I can improve and over time I think the content has definitely improved. Little by little I’ve developed and fine tuned the look and feel from the camera and lighting to the background and wardrobe. By the end of year 2 I’m certain it will again look very different but hopefully even that much better than today.
#2: A Script Always Makes Things Better
I’m definitely not one of those people who can hit that record button and spit out a video that is concise, informative, and entertaining in a single shot. I am still working on my ability to be all of those things within a reasonable amount of time. Until that day however, I need to prepare ahead of time what I want to say for my sake and for your sake as well.
#3: Keep it consistent but mix things up
This seems contradictory but what I mean is there should be consistency in terms of your branding, your personality, your topics (which I developed over a long period) but also don’t be afraid to mix it up. For example, I’ve done almost all of my videos from my office except a few where I’ve done something different like my recipe for marketing success shot in my kitchen, or my holiday sing along in my living room, or just two weeks ago I did a vlog of my Family Day that was nothing like any of my previous videos. To me, the consistency is important for long term growth and development but mixing things up every now and again is a way to keep things fun and engaging for everyone.
#4: Audiences don’t build themselves
There is always more I could be doing to grow my audience, to get more people watching, I know that. I really need to work on YouTube the most and there are things that I know I should be doing to help that but it all comes down to a matter of time; how much i have to dedicate to this project. But again, if I aim to improve, little by little and do things like be more involved in the YouTube community or advertise my channel, I can continue to grow. I know I won’t have a million subscribers anytime soon but all I can do is work on producing better content and work on the little things that will help that growth.
#5: It takes a lot of time. More time than you think.
When I talk about finding ways to improve I’m not only talking about the content and look of the videos but also my own workflow to get them out. To give you an idea, on average I spend about 5-8 hrs on each video from start to finish. That includes scripting and writing the blog post, shooting, and editing(which I often try to keep to a minimum). Then I create 2 video thumbnails, one for YouTube and one for IGTV. Posting the video actually takes quite a lot of time as well. I post to YouTube, share that on twitter and LinkedIn, then Facebook and I’ve started using the auto generated captions which always require editing. Then I share that to my personal profile. Then comes Instagram which I’ve been working on a lot with a post in my feed plus a customized, vertical version of the same episode posted to IGTV. then I do a story to promote the topic as well. If I can finish all of that by 2 pm on Monday I’m happy but sometimes, as you may have noticed, I have posted as late as Tuesday once or twice or just around midnight was when I posted the Family day Vlog.
If you’re thinking about doing your own content marketing or video series, the best thing I can tell you is to just start. Don’t worry about making it absolutely perfect because perfection is often not sustainable. Start with one and try to make the next one better and go from there. The benefits have been great for my social media channels and brand awareness. Consistent content marketing is about building an audience through shared value and keeping your brand top of mind. So I will continue to try adding value to my content and making them fun and entertaining as long as I possibly can.
Speaking of fun videos, I have to say that looking back, my favourite one I think so far was my montage video. That one was a lot of fun to make and the end result was pretty ridiculous. What was your favourite episode or moment? What about that time my son puked on me? Wasn’t that awesome? Let me know in the comments below.