I don’t know where to start…
That was the single biggest challenge we identified as an answer on our Video Readiness Quiz. Today, I’m going to discuss three quick things you can do to at least get an idea of where to start and the direction to take:
- Find your content (insight mining)
- Find out who wants to know (audience mining)
- Find out how they want to be told (format mining)
The best part about this is that all three things can be done simultaneously. So, let’s explore these in detail.
#1 – Find your content (insight mining)
You already have a myriad of places where ideas for content exist, and what’s even better is that these ideas come straight from the people who want to do business with you, speaking the language of your customer/audience.
- Take a look at your website inquiries: What are people asking about?
- Scroll through your social media messages and comments: Are there questions, queries, or comments that you could address, which others may find useful?
- Review your customer/client correspondence: What are your customers asking that you may not have answered?
Once you have this information, select a few topics that you can easily discuss.
#2 – Find out who wants to know (audience mining)
This can be done concurrently with the first stage. As you’re finding your content ideas (or as I call it, insight mining), take note of who is asking those questions. Take note of their surface demographics, such as job titles, industry, etc. This will help you later when it comes to crafting your content.
For example, most people who were asking about where to start were:
- Founders and business owners,
- At companies with usually 10+ FTEs,
- Mostly in the professional service, finance, and SaaS sectors.
Boom! Now I know who to talk to.
#3 – Find out how they want to be told (format mining)
Once you have a good idea of your content and your audience (steps one and two), you also need to understand how they prefer to consume content. Thankfully, LinkedIn offers a feature called ‘Activity’ that allows you to review the preferences of people in your audience and see which medium they usually engage with.
Now, this is somewhat rudimentary because most people engage with whatever they find interesting, and the medium doesn’t necessarily dictate their interest. However, by analysing a larger sample, if you find that most people engage with videos, then videos will likely be the preferred format.
This process also reveals whether they prefer detailed or concise content. If the majority of people in your audience engage with long posts and longer videos, they likely seek and appreciate detailed content. If they engage more with shorter posts or quick videos, they prefer digestible content.
The activity section on Linkedin
Once you have these, you’re ready to start creating your content. From here, comes execution and you may find more challenge here, things like – do you have the time? If not, can an outsourced partner (like us) help? If you have the time, do you have the resources to create? I’ll dive deeper into this in another post. In the meantime, get moving!
FYI, if you made it this far, I’ve been using this exact process at Dark Matter for three years during our discovery phase but never realised it could also be used for those that just want t o know where to start. So please, use it. The world needs more useful and helpful content.