How Video Content Marketing Can Learn From Good Writing with Ann Handley from Marketing Profs
My name is gain golden from video up and bid target. Along with my co-host my new coast. She's R. E. N. W. T. W. E. L. E. Y. Rene tea leaf video explained a lower Ni. Lo I am absolutely thrilled because hosting this podcast with you. I am so excited so much fun. And today we have a special guest and Ham. We from Marketing Profs. Welcome in. I'm so excited to be how come I don't get a big. You know a big little little rhyme around my last name. She's she's an H. A. N. D. L. E. Y. Just one letter of each. But she's Hanley for marketing Ross. That is so much better. I feel I feel now. I feel honored to be here fantastic and we asked you here because you are the expert for marketing. Profs about content marketing. And and we see you and you can tell us. Farrah we see you as the expert in writing principles but we want you to help inform us about how those principles can help with video. We know you video two and you talk about it. But how do these writing principles affect videoed? Is that a good topic for today at the perfect topic for today right so this is going to be a very short conversation next week. Thanks for being here so my first question to you is i. I WanNa talk in your training. You talked about writing writing rough drafts and outlines. Everyone does it differently but when we do videos at least personally what I do is I sort of write an outline because I find if I write a script. I'm too formal and and could you help us understand how video creators and business video creators can write better outlines that serve the videos. Yeah I mean first of all what I think is important to highlight in. What you just said was that you write an outline right and you know I do a lot of interviews like this. I do a lot of podcasts. And sometimes the host will say. Oh we're just GONNA wing it. We're just going to have a conversation. And that's fine like you want to allow for that sort of free whaling back and forth. You want it to feel conversational but you do want to have an outline right. You want to have a sense of guideposts and I think of them like you know sort of bumpers on the bowling lane right. It kind of keeps the ball from from going too far astray so that you know you're next thing you know you're you're completely in the gutter in zone. Metaphorically speaking I mean and so I think it's important to to write for video number. One and part of that is an outline. Sometimes it's a full blown script but depending on you know your project but I think it's important to involve some sort of writing in in your video creation process. So how do you do that You know I think. Writing for video is a little bit different than writing for text You know I published an email newsletter every other week For through my own personal website at an Hanley Dot com and how I approach that newsletter is not how I approach a video script. You know where to where to create you know by a Bi weekly or monthly video which I do not by the way but just having a sense. That video is much more conversational And that the the the tone and the effect of a video is a little bit different than taxed but nonetheless. I I still think you need some sort of guideposts along the way so a very specific tip around. That is whenever I read video script. This is gonNA sound. You know maybe Maybe a little bit elemental. But I don't use periods I use ellipses because when you like as we're speaking now for example it's not exactly like there is a hard stop as I'm speaking to you. Dane Andrey Comma. It's much more conversational. And so I find that when speaking in video that one line more or less does sort of morph into the other so when you put in on the lips versus a period. I think if you're following a script when you do that it prevents you from actually reading. You know what I'm saying. That's a great point because I was writing a script for someone the other day and I wrote and they didn't. It didn't sound like I had written it so I will be using that Well like you said like it doesn't sound like I had written it. Dot Dot dot dot dot nine series. That's how I would write that you know because I think if you say they'll Howard written it so you know it just it. It has a different sort of flow in a different tone. If you don't plan for a a real hard stop if instead one-sentence does roll into the other and that's the importance of the Ellipse by lips by the way for anybody who doesn't know it's like a literal dot dot dot instead of a period. Yeah I think that's a really great tip and I've actually been given scripts and as I start to read it out loud it just. It's grammatically correct. But it just sounds so formal and nothing. I would actually say in person so what I personally do was go through the script. Read it out loud and then change anything. That doesn't sound like I would naturally say like I'm speaking to someone And so I think you're tip is it's spot on. I love that So I have a question a little bit different. It's really around. You know I've I've heard you mention that marketers play it safe. They don't take big risks so as a marketer myself I I find this topic to be fascinating. So why is it that you think that marketers are playing it safe? And what advice do you have for them to sort of maybe get them out of their comfort zone to be able to take big risks for something that might be risk worthy? Yeah that's a really good point Risks are not worth taking all the time but I do think you just. I love how you term that you know. There are some things that I think are risk worthy An are there you know so. Why do marketers not take risks? I think there are a few reasons. It depends on the organization and it depends on the marketer. I think as well but number one from an organizational standpoint. It can be really difficult to rally team around something. That's risky because you're always going to have that person on the team who's like. Oh I don't know you know it's like we never we try to do something different. You know it it just feels like less of ashore thing my philosophy though is that if a sure thing it's probably not the best thing when it's one of those moments that matters right and so So you know a classic example would be if you are you know if you're launching a new product for example and you're launching a brand new marketing campaign you have to have the the the mindset that you want it to to do two things like you wanted to to breakthrough as everyone in marketing and every business everywhere wants to do But the second thing is you know you want it to reflect who you are as a company as an individual as a team depending on your point of view depending on who you are and so. I think it's important to take risks with that in mind right so you want something to actually resonate with your audience but you also want it to reflect who you are as a as a person and as a company and. I think it's difficult to do that. If you're always worried about offending somebody You know I I just I think if you try to appeal to everybody as the saying goes you know you're not going to be able to to anybody and so I would rather have one hundred raving fans than you know. One hundred thousand people who are sort of you know an on me right and you know that that one hundred thousand space is maybe it feels like it's a better place to be but ultimately for most businesses. I don't think it's the place we want to be. I mean most businesses don't really want to fit in with everyone else and kind of do the same things that everybody else is doing. It's just hard for people to kind of break out of that and do something. That's maybe untested know that it's even GonNa work Yeah so yeah and I I think one way around that is is to you know D- so determine those moments that matter most determined those moments when you you feel like you need to take a risk of some kind that you need to approach it with a different kind of mindset and start there I mean I'm I'm not saying that you need to to do crazy things and push the envelope all the time but I definitely think that there are moments when it's our jobs as marketers to appeal to the the the mindset of the person who's going to connect with you the very most so find that person figure out what will resonate most with them and don't worry about everybody else.