5 Practical Video Marketing Tactics for Success - Teacher: Juma Bannister

When you answer these questions, you'll be able to know, okay, this is the best way, I can create . My best bet for success is to be spontaneous.

My best bet for success with video is the batch create. My best bet is to create a long form piece of content and repurpose it. And if you know that. Then you are able to maximize the way you create content and your chances of success are immediately higher because you go into the game with two eyes wide open about how you best create.

 

Hello everyone, welcome to the useful content podcast and we're flipping the conversation a bit today. I am your guest host. My name is Christine McLean Lewis, and I will be asking your lovely All the time, always there to host Juma Bannister the questions today. He's going to be the teacher and we all know Juma as the video expert, the video marketing expert.

And I had a few questions that I wanted to, to have a conversation with him about, and he said, yeah, let's, let's do a podcast interview. Let's get this done. Let's let's dive into these questions in a lovely podcast. So that's why we're here today. And we're going to be talking about five core video marketing tactics for success.

So Juma, thank you so much for having me, sir, and letting me take over your podcast.

thank you so much, Christine, for agreeing to take over the podcast. I couldn't think of a better person to do this with. Uh, you are not a first timer. You've been in a podcast a couple of times already and you run your own podcast. So I know you're experienced person who can do the job very, very well. So I look

forward to the conversation.

Okay.

you, for the vote of confidence. Thank you. Thank you. All right. So let's dive into these video marketing. Tactics and a conversation about video marketing overall, before we go into the five tactics that you mentioned to me, let's start by doing a level setting question and just explain to the audience what video marketing is.

So how would you define video marketing?

let, Let's first talk about, what content is, so content is any form of media used to communicate a message and there are varying types of content. One of the most. Pervasive or, popular types of content we have today is video content. And of course the other types of content that exists, there's audio content, there is text, there's images, but one of the most popular forms of content and the most, ubiquitous forms of content is in fact, video, because most, if not all of the social media platforms use promote and actually give a preference to video. All right. So, and so video marketing is the use of this type of media, video media. In order to reach the target customers that you want to know, like, and trust you. So of course we know the system is that in order for people to ultimately buy from you and become loyal customers and advocates, they first have to discover who you are. They have to know what you can do for them and how you solve their problems.

They have to trust that you can do that. And then at some point they'll be like, okay, now that I have this problem that matches with what you sell or what you promote or the thing that you do. Then, I can now buy from you because I'm aware of you. And so that's what video marketing is. Video marketing is, is using that specific type of content, video content in order to speak to your customers, to, to talk with them, to get them to ultimately, buy from you and become loyal

customers.

And I love that you focused on the value of content, the purpose of content, which is to know, to build the know, like, and trust factors with your audience. So stemming from that, if we're building the know, like, and trust factors using video, how do we use video to teach first and then sell?

There are many tactics that you can use in video, but in order to figure these things out, I had to look at my own content first. 'cause it's always good to look at what you've been doing, what has, what has been successful and what works for you. It might not be able to. Be used one to one for everybody else because each person has unique marketing needs But it gives you an idea of what can work. And so when I looked at my video content for the past Um, how long did I look at Oh, you know what I did? I looked at all the video content that I put on LinkedIn, but I looked

at the top,

25 pieces of content, the one by

engagement. That's what I looked at.

I looked at that, I noticed a pattern.

Uh huh.

pattern was I had the top videos by engagement because there are different ways you can measure it.

I just use engagement in this particular example. The top pieces of content were educational pieces of content where I just straight out teach something about what I do and how I can help people. And then there was story driven education where I teach people as well, but in the form of a story. Something that had happened to me, happened to a client and how I helped them. But I packaged it in a story format. And then there was behind the scenes or updates, which is showing the process, showing the things behind the scenes or updates on how the company was going, things that we've done. And the last one was like expert interviews.

Me talking with other people about things that I know my audience would want to hear. In the space and the space that I offer services. So that could have been with a branding person, with a content person, with a graphic design person, with a video person, that type of thing. So we had expert interviews, but I found out when I looked at those four areas, 45 percent of my content

was straight educational.

25 percent of my content was story driven education. 20 percent of my content was BTS or updates, and 10 percent was expert interviews. And those are the top types of video content that I had. So what I did is I look, I went in and I derived the principle from each of those percentages. And that's how we came up with the list of the, of the top five marketing tactics.

The last one that we're going to mention is not one of the four, but it's an interesting topic that we could get into. So that's how I came up with the list today. Uh, and so the first one, which is the 45 percent one, which is the highest return on, content of video output for us, it has been the educational one, which you get from that you get teach first, then sell. What that is. Is based upon is that if you're thinking about what you want to do with your customers, the main thing that you want to build is this relationship. You want to build trust. Yeah. And so in order to build that trust, you have to be able to give them quick wins.

You have to be able to prove to those people that you can do what you say you can do. You can, you have to demonstrate that you can do the work. And one of the main ways in which you demonstrate you can do the work. is by saying this is a problem. This is how I solve it. You teach people how to

solve particular problems. No, I know there are many people who might say, they don't want to share all of their trade secrets or they don't want people to

know exactly what they do. And my thoughts on this and as many thoughts of many other. Great marketers that I meet, which is that you educate people, you give education, and then you charge for the implementation thereafter. So you teach people how to solve the problems. You teach them about, what you can do, how solving this problem would allow them to achieve their goals, you give them step by step, which I love to do step by steps. I love to do listicles. I love to do if this, then that type of

educational content. And when you do

that, then. If you want thereafter, you can also charge for customized education. If there's something that the client wants to know, like in a consultation type of format, you can charge for that. But the main thing is that before you actually sell to them, you have to show them that you can do the thing and how you show them that you can do the thing.

By and large. is by educating or talking about how you actually solve these problems, showing that you can do it. And there's a deeper way to do that as well, but we'll get into that later. But the main thing is that you show them through education, through teaching them how to solve these problems step by step, that you can actually do it. solve the problems and you do that with

video.

And you mentioned two types of education style content that you create. So you create listicles, you create if this, if this, then that type of content. Are there any other examples that you could share with the audience?

Right. Okay. So listicles are great. Um, sometimes we give examples from, if you

have this problem, then you do this, uh, another type, which is another type that we often do that. I often like to do, I often like to do breakdown, exact breakdowns

of things that we've done. So for example, if we did something for a client and they had this particular problem, We will talk about, it's almost like a case study, but it's not really a full fledged case study.

It's like a shortened version of that in a video format. We will say we went through this step with them, that step with them, this step with them, that step with them. I try to keep it between three and five points because two is too little, over five is too much. Three is like optimal because we think as human beings, we think in the superlative. Good, better, best type of thing. And so we will take what the client experience was, and then we'll break down what their challenges are, what we did for them, somebody will identify how we help them, we'll identify what our, uh, discussions for this particular project produced, and we'll. break down these specific things and we take the principles out of that.

So a lot of times we do content that talk about the principles behind how we help clients as well to educate people as to how we can actually help them. So

we give those examples

And one of the questions that came to me while I was preparing for this, which would fall into this step that we're discussing now is, does the success of video content depend heavily on personality? So like when you're creating this educational content and you know, you want to entertain your audience at the same time, but you don't have that type of personality to entertain the audience.

Do you think that impacts the Success of the video?

I would say that it is highly, highly dependent. That's really subjective. Now I would say. That edutainment has become more and more of the type of content that people enjoy and

want to see mainly because, um, what we realize is that many people do not necessarily want to just be told what to do. They want to be told what to do in a

compelling way. And sometimes the way in which you do that is by entertaining as well as educating. Because the main thing about any piece of video content is that you do want to grab and keep the attention in the first three to

five seconds. That is the danger zone.

That's when people are

going to fall off. And usually you do that with a really compelling hook. Well, how you, you can ask a question, you can make a provoking statement. You could use a fun visual or sound. There are different ways to do it, but sometimes if you do it in a entertaining way, unusual way, a way that speaks to somebody's desire or piques their

curiosity, then you can get them to stay for the video. That is tied to personality sometimes, but you can actually learn how to do that. The problem is, is that if that is not something that You like to do or that you are comfortable doing, it becomes more and more difficult as you get into it. Uh, and so I would say you have to

develop your own style. And sometimes that style is not

entertainment.

Sometimes that style is straightforward education. And there are some people who will resonate with that as well.

It is personality driven, but it's not necessarily entertainment driven. Um, Although entertainment can give you an edge up on people who don't do it because people are always willing to be entertained, you know,

so that's how it goes sometimes.

Because how I feel with my video content sometimes. 'cause I'm not an entertaining person, I'm more of an educational type of person. So when I look at the engagement and those type of things, it gets discouraging. So it's like, I feel like I'm doing what you're saying, right. I'm educating, but then I'm not seeing the results.

Come forth, you know, so like, how, how do we deal with situations like these where, you know, you, you feel like the, you're doing what should be educational content, but it's still not producing what you'd

like,

Yeah, I wouldn't advise anyone to force themselves to do something that they're not comfortable with because the ability to sustain that is going to be very, very hard. It's going to

be difficult. It's going to be difficult to sustain that. If you make a very clear decision that you are going to entertain and you say, I'm going to be in this for the long haul.

And when I say the long haul, I'm going to say, you know, three or four years, you know, cause you have to develop your style. You have to develop a whole set of different things. And then you have to transition away from what you are doing into the next thing that the people will get. to know you for, and that takes time. And I understand it can be discouraging. I understand that sometimes you put out a video that you know has high value, but people just don't get to see it because it doesn't go far. And, uh, what we tell our clients about that is that you don't always have to see entertainment as something big. You can be subtle in the way you want to entertain. We could find ways that amplify your strengths in making people feel that you are trying to communicate with them in a way that's relatable as well. So we have to find anything that works for you. Cause a lot of times people look at other people's videos and they say, well, I might, they don't actually say it out loud, but in the back of their head, they say, I might have to do it like them in order to be

successful. And that's not true. That's not true. Uh, the, the thing that you're looking for is that you don't want to just stand out. You want to stand

apart. So you don't just want to be different, you want to be unique

in some way. And so I think that discovering what that could be takes a decision.

Like, I am going to do edutainment. I'm going to test it, I'm going to sprinkle some of my own way of doing it into my content. I'm going to see what

response I get, and if it gets a good response, I'm willing to double down on it and do more of it until I can see the needle move in the direction that I want it to go into. And so it's, it's definitely a decision that has to be made based upon your goals and where you think your content should go. And um, sometimes it's a difficult thing because we're not, you know, That's not what we are custom doing, but if you're

willing and you make the decision, then yes, then you can be

today's the day I'm going to try something different and I'm going to do it. And if it works, I'm going to double down on it. And that's how

it has to go.

So what I'm getting from what you're saying is that, um, finding your style is important. As you share your educational content, assessing how the content is performing, your video content is performing and doubling donor, what's working is, is crucial. So even though you may be putting out educational.

Video content and you're feeling like, wow, this is not working. keep keep at it. Find your style and double down on what works. And that leads me to the second

marketing tactic, second video marketing tactic that you shared with me, which is telling stories about what you do. So how can we tell stories about what we do using

video?

If we, and this works the best for people who have been in business for a while, but it can work

with people who've just started as well.

Mm-Hmm.

the main thing about storytelling is this. It's not flat, right? It has to have, Interest has to have hills and valleys, stories have to push

and pull to keep people interested. So in a normal story structure, you have the hero, which is usually the person who you're

talking to. We have the person who is talking to the hero, then you have the villain, which is like the problem. Um, so if you're encountering something and then you have something that the person who You, you as the, and I'm going to use some of the Donald Miller language now, right? You as the guide who you're telling the person, okay, this is how you

solve that problem and you fix it for them in the story. And then they have a particular outcome. And so how it goes in the story arc, it goes like this. It goes, um, person meets a problem. Big change comes out on the

other side. Different. And, and there are many different models for telling stories, but generally when you want to tell a story, you want to have some kind of challenge at the beginning, which is normally your client's problem.

And you want to see, see how you

overcame that. And you want to describe it in a way

that is compelling. Uh, I will give an example of that. So I recently looking at some of my older videos and talking about, um, Uh, look, just checking to see how I

extracted some of the videos. And one of the older videos I came across that I did was a video. Cause I used to be back in the days. I used to

be a wedding photographer, right? For those of

those who don't know, I used to be a wedding photographer and I have lots of stories from wedding photography. The big problem is, is that

I don't do that anymore,

Mm

hmm.

all

of

my juicy stories are from that

time.

You from there?

Right. So. The challenge is, how am I to take the principles I've learned inside of

that career and

apply

Mm hmm.

this career? And how am I to take the stories from that. Time in my life and apply it to this time in

my life. And all I need to look for a similar threads, a similar things that apply in marketing or in content creation, that applied in wedding photography. And I take those things and I tell the story and I, and I import the principle across. So there was this one example where I had to go to do a. Destination wedding for a couple on the Island Anguilla. Um, Anguilla is beautiful place is a couple who came from the U S we shot their wedding there, Robin and Brian. And that was my first job out of, Being employed, it was my first full time gig, right? And I wanted to do the job perfectly. So I did a lot of research. I did a lot of scouting on the Island to find places. It turns out that the place I had found for us, one of the places I'd found for us to do photos on was very dangerous to go to.

It was on some rock. And the rocks could have potentially cut their feet when they were walking on it. And I actually, I actually sent them. To walk across. I could get this beautiful shot over the water. And I realized when they were going, that they were in trouble because they would kind of walking lightly. And I called them back when I realized there was danger. And I use that to talk about how you have to pay attention to your customer and how you have to, you have to. Uh, to, to do things that are in your customer's best interest and not necessarily in

your best interest first. So you have to put the customer first.

So you have to have a customer first strategy when anytime you're

thinking about creating anything. And so I kind of took that story and I

used it in the context of content strategy and creating content. And if you have any stories like that, where there is a particular goal you want to have to happen, then there is a challenge. And then there's a decision that changes the outcome. And so you have the start, which is the person in this particular state, there's a challenge, you overcome the challenge, they're now in this particular state, this future state that is better than they were before. And so that is how you generally would structure stories. And so I say that if you Tell those stories.

It makes you more memorable. It gives you social proof. It makes it makes the content more compelling overall. Um, and you could talk specifically about how you solve specific problems and you have the option of showing how you do things and not just telling how you do things.

If you have like video clips or you have

examples or things of that nature, you have that whole idea of showing how you do things

as opposed to just Just, Just,

Telling.

Mm hmm. I love that. I love that. And while you were sharing the story, I could actually visualize the people out there on the rocks and those type of things. So with storytelling, it's It's, it's such a, a crucial way of getting people to actually visualize what's happening and connect with what you're, you're sharing, which is very important with video content to get that connection.

And one of the, well, the next point that you have is that with video marketing, one of the tactics you can use is to actually show your process. So how can we use video to show our process?

so showing a process is what I like to, what people call behind the scenes or just, it can come in different ways. It can come in the form of showing your professional development. Like for example, if you did something that is related to how you deliver work. So for example, I know people go for certifications.

They go for classes. That's part of showing your process. It gives, it gives weight to how

you can deliver services. You might say, this is a development inside of my company. This is a new employee, or this is somebody new on the marketing team that is also showing your process. You can show how you do the actual work.

You could do things like customer calls. You could show how you go out into the field. If you go out into the field for your job, uh, you could show how you have meetings with clients. Once you're showing things that is not necessarily the solving the problem that you solve for your clients, but you're showing how you solve the problem for your clients, the behind the scenes of it, that is showing your process.

And it gives the audience insight into how you do The work, it's a massive trust

building mechanism. And so when they see that you do the work and they see that you've been putting in effort into your personal development, company development, they see that your company is adding employees. So it tells them that, Oh, this company is successful.

They are stable. It adds weight to how you can help them and how they can trust you. So it's a big trust building mechanism. I could safely say that. A lot of the work we get directly from video content has been because of this type of content where we show the process, we show behind the scenes and people say, Ooh, I didn't think about it that way, or I didn't know you could do it because sometimes in education, you

can't show certain details, but when you

hmm. Mm

Behind the scenes, you show how you do the process. You talk about that specifically. People get to see how you do the thing and they get to say, Oh, this is your step one,

your step two, your step three and delivering this and thus it builds trust with them even,

faster.

Interesting. And I like that you mentioned that in showing the process, especially for a company, you can actually highlight employees. You can highlight your staff because your staff members are part of the process too. They're the ones who are doing the work. They're the ones who. Mm hmm. Are getting the client outcomes that they're seeking.

So showcasing employees is actually a way to show your process. I love that. I love that thought. And the next tactic that you mentioned is borrowing authority. So how do we borrow authority?

one of the things that, uh, that I discovered along the way is that I don't know everything. I don't know everything. I know some things about some things. I know a lot about other things. I'm an expert at

other things, but there are many things I do not know.

hmm. Mm hmm. Mm

hmm. Mm

so there are a few ways to learn, um, you could read books, you can look at videos, you could take a course or do some like some educational part of your development. One of the major ways you could learn is just sitting down and talking with experts in the same space that you're in. what that does, it does two things. Uh, and I will really only talk to people who I. Want to learn from it's kind of selfish in that way, but also I assume that the content that I make for my audience is the same thing that I would want to know. And so when they talk with me, I then give my audience the content that they want. And it doesn't matter that they're my competitor. It doesn't matter that they are more experienced. Well, it's good that they're more experienced than me. They could even be less experienced than me, but it might be a specific thing that I would want my audience to know that this person knows. And so what happens is that When you do, when you interview people, you talk with them, you collaborate on content or anything of that nature, you borrow the person's authority. It's a little bit of like what's happening here today,

where I know

you want

I've earned

your

a little bit, and I have borrowed your authority in the past because I've gotten great comments on your podcast episodes from people

and

Ooh!

you

talk and, and so on. And I like the content that you make.

And so when you associate with people who know what they're doing and people know that they know what they're doing, bumps your profile up as in, you know, you're, you're associated with this.

It's kind of like the halo effect where people assume things about you

based on one particular trait.

If I am hanging out with Christine, who is an excellent content marketer, excellent

content strategist,

then they say, Oh, by extension Juma is asking these questions to Christine,

he must know something about content strategy And content marketing.

And so if you're able to talk to people in the industry, in, in your space experts, and you can ask them great questions, or you can be asked great questions by them. Then people come to associate you. With this person and it helps you borrow the authority essentially, and you build up your

profile in that way.

And doing that on video is one of the best ways to get that done. Like seeing the conversation between you and the person. And I will give an example of that. So recently I interviewed one of my all time, favorite marketers, YouTubers, content creators,

Chris Do. Right.

Ooh! He's our big deal,

yeah.

yeah.

And I had been following him for a number of years.

And one of the things that I did. Deliberately before I, and I had not done this with anybody else before. I just kind of took a frame from us

in the studio like this, and I just dropped it in a comment and say, Oh, look, look at this is what this is. What's happening soon. Just to build

that authority.

And so now on

my LinkedIn page, one

of the, in the featured section, I have. Us talking with together. So when somebody comes to my page, they will see that and say, Oh, this person has sat in the same sat in the same digital

room with Chris Do. And your profile is increased almost immediately. You know, that, that wasn't the intention. I wanted to really learn from Chris, which I did. But then of course, if you have the content, you have the content. And so therefore

you use it to your advantage as well.

So doing that as a good way, you can, you can utilize video

in that way.

Yeah, it's a twofold effect because as you said, you're learning from the person, but at the same time you are borrowing their authority. You're associating yourself with unknown experts and that therefore increases your credibility. And that's why podcast so much. It's one of my favorite Types of content to create.

And, uh, I believe it's, it's such a strong, um, content marketing tactic. And it's something that a lot more companies can get value out of. And that leads to the next and the final point out of these five video marketing tactics. And you said that this one could be a conversation in itself. It could be an entire episode in itself.

Yes, it could be.

So, how could we, how can

we maximize our content creation styles?

All right. So this is a big one. And this is specifically for video, because know a lot of people struggle with how they are supposed to create content or what's the best way that they

can create video content. Right. So over time of dealing with clients and over time of speaking with creators and over time of my own experience and observing the market in general, I've come to the conclusion that most people fall into one of three categories of video content creators, by and large, one of three categories. The first two are probably well known. The last one is probably lesser so, or maybe there might be, depending on who you are, you might know it. And when I say it, you will know Christine, because you, you fall

into these categories too.

Um, but for people who don't know, and haven't thought

about it, they might not know.

So the first one, the first types of content, first type of content creator is a, a spontaneous content creator,

And you could, Kind of figure

out what that is from the name.

The second, second, one is a

batch content creator. That's a B type. So the first one is S type. The second one is B type, which is the, the,

the batch content create. And the third one is a

core content creator, which I'll explain and it'll make absolute sense when I explain it. So

Mm

hmm.

spontaneous content creators are people who basically embrace the moment to create content they thrive on the immediacy and the authenticity of creating content and they create this kind of raw, fresh content and it does capture the moment, but it's not based on any particular structured planning. So these spontaneous content creators often use like simple tools, like their mobile phone, or maybe a mobile editing app, or maybe a mobile phone tripod, and they allow their ideas to flow naturally and reflect the real time events happening to them in their business or their personal experiences.

And that's how they create. content. So these are the S type content creators. batch content creators are content creators who like to maximize on the efficiency of creating content. So they dedicate very, very specific time to content creation and they record multiple videos

in a session. And I know you've

probably done that before, right?

Yes.

what they then do, they then, they then, edit and strategically schedule those videos for release across various platforms to maximize how the videos are created and they optimize their, investment in the time they use to create the content by ensuring that the audience will get consistent engagement across all these platforms without the need for continuous production. And so

the batch content create, and the last one, the core content creators are people. I thought I was a core content creator,

mostly, but I surprised myself when I assessed my videos for the last, uh, from January till now, I surprised myself a little bit, but a core content creators are people who focus on creating, uh, let's just say substantial, high quality, long form pieces of content that could be

through a podcast or through a live show

or something of that nature.

hmm. Mm

be repurposed into shorter form content and impactful segments for distribution across multiple platforms. And this person, emphasizes the approach to the depth of information and strategic reuse. That's what this person does. And how they do it ensures for continuous flow of engaging video content across multiple platforms as well, over a long period of time.

And also this person is big on. Reusing content, they will go back and they will create what we call evergreen, which is content and

stage relevant for a long time. And they'll

reuse it over and

over

over again.

Mm hmm. So you said that you thought that you were a

core, a core, content creator, but you realize that you weren't. So which one, which one,

are

what, well, what I realized I

did the assessment on myself. I went back and I looked at my 50 top performing videos by engagement on LinkedIn. This is specifically on LinkedIn. This is not counting Tik TOK or any other place. Um, so I found that. Uh, my type was, okay, I'm 46. 8 percent core content creator. I am 31. 9 percent spontaneous content creator and I am 21. 3 percent batch content creator. So B type content creators.

I thought I was more batched and spontaneous. It turns out apparently I'm being more spontaneous than I thought. But by and large, my, most of my content is from large pieces of content that get, gets repurposed and this is all video, by the way, all of these are a video and we, and of course, then you can take that video and you can do lots of stuff with it, with your texts and with your images and all that drama. But this is specifically.

Video.

so so how, before you move to the next point, how did you do that assessment with the 50 videos? You just counted the videos that fell into each category and then you determined,

right. So, I did it in money or they did it the hard way, I have a tool for LinkedIn that I can look at all my top engaged videos. It could work on anybody's content, by the way. In fact, this is coming up more and more often. I mean, we should just tell people

about the tool sometime.

So.

should.

I

What is the tool? Juma.

I should, I should. Okay. Well, let me tell you what it is. It's a plugin for, um, called a plugin? Is it called an

extension? It's called an extension for Google Chrome called Clio. That's

K L E O.

Kl. EO.

you install it. And what it does is that you could go to anyone's page

on LinkedIn. And you can see all of their content ranked by engagement, ranked by comments, ranked by shares, ranked by all of the, these different markers, anyone's, anyone's got, once you go to their profile and the extension is engaged. And you can see all of their videos. You can see all of their textbooks.

You can see all of their document posts and you can categorize them. You can look at the dates, you can

look at the range. And so basically what, if I want to see how somebody's content is performing, like if I want to see what you did in the last month, I can go to your page, see like the video stuff, see which one gets the most engagement by, of course that is like

reactions and so on on LinkedIn. And I can look at all that. And so it gives me a lot of data about how people create. And so I use that as a tool to go around and snoop and see what people are doing. So if I want to do research for a podcast, I could use that, which is, I use that a lot of time for podcasts. If I want to find out what's the first piece of content you ever released for the piece of content you ever released, was the most engaging one you ever released, was the one that got the most comments, piece of text content,

got people talking the most, I can see all those

different things.

And

That is a cool tool.

I like that.

It is a cool tool. I've been using it for months now. I've been

keeping it for months.

Uh,

Yes. And you've been snooping. You've been snooping on people's world.

I've been, I've been snooping. I've been using it. I've been mainly using it for research, research for the podcast and also research in general. Like if I want to find out about what some of these top creators are doing and see sometimes people make claims and I want to see if their claims are true, I can actually go and check it. I could actually

go check

the claims and sometimes they are

and sometimes

sometimes they

The art.

They are not right

i'm saying all this to say Is that if you determine? What type of content creator you are then you can maximize any way you create video content uh, and you can see what works for you, so I haven't done it yet.

But the plan is to Have a questionnaire that talks about these specific markers. Let me give you some ideas as to what that might look like. I think I may have done. Let me give you some questions. So if I were to ask the question, do you find yourself often inspired by events happening around you? Are you comfortable improvising content without extensive planning? Do you prefer capturing moments as they happen rather than scripting them? So you can tell all those questions are designed to find out whether or not this person would be a spontaneous content creator. And if they were to answer yes, then it will, of course, it will do some tallying behind the scenes and it will tell you, you probably are going to be the best, most successful creating

like this. Um, and so you kind of

eliminates,

newsletter. you should create a

newsletter.

and use it as a lead magnet. And get some subscribers.

yeah, yeah, I, I, I, I've been sitting on this for a while. I have to figure out my, my problem is that I tend to, yeah, I have the problem with wanting it to be the

best version of this thing. So I have to kind of stop that. So I've kind of, I've kind of done a lot of work on it now and I have examples. I've actually have people. I have faces that I can use because I've interviewed these people. So I could take what they told me about their creation and use them as actual, actual examples. Um, and then I have myself as an example, which I like to use myself to put myself in the mix, you

know, and talk about those things, but the point is, is that when you answer these questions, you'll be able to, as a tactic, know okay, this is the best way. I can create if I want to create my best bet for success

is to be spontaneous.

My best bet for success with video is the batch create. My best bet is to create a long form piece of content and repurpose it. And if you know that. Then you are able to maximize the way you create content and your chances of success are immediately higher because you go into the game with two eyes, two eyes wide open about how you best create.

And I, and I think that is the last point I want to make about a video as a video tactic that people can use in order be successful

with video content.

And it's a powerful video marketing tactic that I think a lot of us overlook, because many of us think that, okay, everybody's saying that you should create long form content and repurpose it. So that means that everybody must create content that way. You know, shouldn't be spontaneous. You shouldn't, you shouldn't batch create you.

You should just focus on just creating one big thing and then repurposing it when that doesn't necessarily have to be the case, as you're saying, you have to find. The content creation style that works for you and double down on that. It has to be very specific to you and your audience. Um, so that, that tool that you mentioned, Clio, such an important tool for us to assess our content and see what actually is working.

And before we close out, there's one key

question that I wanted to ask. It seems very simple on the surface, but I just wanted to get your perspective on it. What does success from the perspective of video marketing look like? So what is video marketing success?

So success could be

different things to many different people, and I wouldn't venture to define success as a broad, umbrella, but what I do know is that in order for something to be successful, you have to know what you want to get out of it. That is the main thing you have to know what you want to get out of it. Now, um, if we were to be very generic, we could say success is a profitable business. You know, if you're not profitable in business, you'll soon be out of business. So that can't really be the marker. Right. So you have to determine what is the intermediate step in between the video and the profitable business that determines your success. Sometimes that might be growing your email list and doing that via video might be a success. Sometimes that might be getting greater reach, greater impressions because you want your name out there. You want to be known for something. So you create content that

gets you greater impressions. Sometimes that might be, I want these number of inbound leads. I want 10 inbound leads per month. And so I create content specifically for that purpose. And if you do that, you can confidently ignore all other markers. So then likes those shouldn't bother you. Lack of likes shouldn't bother you. Lack of comments shouldn't bother you. If your aim is reached, then lack of DM shouldn't bother you.

But if your aim is DMs, then lack of reach shouldn't bother you. Once

you're hitting those markers and you craft the video content specifically to get those particular goals, because that is what you want to go for. So in order for you to know what success is, you have to know, why am I creating this content this way? And that is the main thing when you talk about, about success in video

marketing.

Couldn't have said it better myself. Juma. Excellent job. This has been an excellent conversation. I'm looking forward to sharing this with the world because I think you shared some really valuable insights. And just takeaways that you'd like to leave with your audience and my audience since I'm the guest host here today?

Yeah,

type of content creation that you choose, you have to experiment inside of it. It's not a, a one and done thing, whatever you end up being could change over time, depending on your needs, depending on your life, depending on how your business goes, you might not even end up being the person who creates any business anymore.

It might be given off to someone else. So you have to experiment and you have to be very flexible in the way you create video content. And I want to thank you, Christine, for being such a great guest host of asking such excellent questions. And, um, you know, and for people who. Want to go across and check Christine out on LinkedIn and we'll probably leave her Her particulars

and issue notes as well so you can go check her out.

She does she does excellent content And, uh, she, she really is highly undervalued in the content marketing, um, market as of now, but I, hopefully that will

change very soon. Right. So we want that to

happen.

Hopefully.

Yeah.

Yup. So thank, thank you Juma for having me. It has been a pleasure and I look forward to our audiences getting immense value from this conversation. See you soon.

Right. And all you have to say now is useful content classroom

dismissed

Useful content classroom. Dismissed.

and we're clear that's all it usually goes. That's how it

usually goes. Thanks so much, Christine.

Thank you so much, Juma. I love this. This was, this was nice. And I learned a lot.

Yeah.

my brain, my brain spinning now to say, Oh, I need to do this. I need to do this. Yeah.

It's good to ventilate some of these things. Sometimes it's like, um, and it's good to have a conversation with somebody who can ask the questions that will spark the thoughts, because trust me, I have, I have like pages of things that I went through actually took, I actually recently had a, uh, um, a coaching call with. I want to one coaching call, which I don't usually do, but this person had asked me to do a one on one coaching call with them. And I brought this exact thing up, these types of how they create content. And it was very valuable to them. And I said, Oh, I hadn't thought about it like that. I don't necessarily have to do it this way.

Cause I think they were looking at somebody and they were getting all. Caught up in how the person was doing it. I said, well, that might not work for you. What are you, if you could try these things instead? And it was very valuable to them. So what I did, that's a recorded call. I took that call. I transcribed it. I took the transcript and guess what? I put it in chat GPT. And I said to pull all the points out of this for me, give me some questions that I can ask. And that is what. The whole basis of this thing

was today.

Um,

this. I love how you just, you just capitalize on every conversation, on every piece of thing you create. You just leverage the hell out of

it.

trying to do that. Gil is too much work. You're doing too much work to leave it on the table. Trust me,

So true.

you're doing too much work to leave it on the table. You try and get the value out of all of these

interactions

that you have, because

Mm hmm.

I am not about, listen, I am not about, I can't be spontaneous the way some people are, which is like create, create, create, create, create. I rather have conversations. And then after those conversations, you pull. You're able to pull out the important things and the things that are

helpful to people. So

Mm

hmm.

that's the way it has

to

Love it too.

Yeah, that's the

way it has to go. .

All right, great. So

we've got some post post show conversation in. Let me now stop the recording. Yeah. At this point,

where is the

stop button?

and I love, I love that

you started this whole, um, after class thing. Like, is it after class as

it's

Yes. After class.

Yeah.

yes. I, I watch Cher Jones, the one I do. Cher Jones. And I was

interesting. I like, I like it. I like it, so I like it.

Yeah. Sometimes, and this is what happens sometimes on the podcast. What I've begun, and I should do this more, what I've begun doing is I've begun taking the end,

like this conversation with us now, and using it as an

after class piece, so I might not include it in the whole podcast, or sometimes we have a chat before, so I've started recording as soon as people come into the

room now.

Before I never used to do that. And trust me, there are some interesting conversations that happen before you start

the official podcast.

So true.

It's, it's beautiful. Trust me. And I just take that and say, okay, this is value for people. We're going to use that. So Cher Jones is, is a darling. She's very, very

competent and very, very

excellent at what she does, you

know?

Mm

hmm.

let me really stop now this time. Yeah.