Have you seen a successful YouTube video series and thought of creating your own series only to realize that you don’t have the time or resources to do it on a regular basis?
Ongoing weekly series are a great way to get your message out and drive traffic.
However, you don’t have to create a weekly or monthly program to reap the benefits of a presence on YouTube. Creating a targeted, evergreen video series can benefit your business or organization in equally helpful ways.
An evergreen series has the potential to help you build trust, awareness and a deeper connection with your audience.
What is the difference between these two approaches in terms of marketing benefits?
ONLINE WEB SERIES:
An ongoing series gives you the opportunity to be in front of your potential customers or supporters on a regular basis. If you have an expensive product or a product that launches infrequently or a cause that you want to keep in the forefront of people’s minds. This is a good way to keep in front of them during the times when they will not or can not purchase from you or there is no active campaign to act on.
The challenge with this is similar to the challenge of writing a blog. You have to come up with compelling content on a regular basis or people will drop off your channel.
With an evergreen mini-series, you can create valuable content in one short burst. You can opt for higher production values as you are doing it in smaller chunks. So this method is great for more complicated messages.
Also, you can focus on the most compelling content and delivering that content in the most compelling way.
And once the content is launched, you can put more effort into getting your content in front of more people. You can focus your time on getting it out to bloggers, through social media, and news outlets.
CHOOSING YOUR CONTENT
This is easier than you think. What questions do you or your sales team get on a regular basis that are most annoying? What do you wish every customer knew before purchasing from you?
That’s it. That is where you can start.
You might think, well, I get questions that aren’t directly about our product or service. Great. That gives your video a true sense of value, because you are not marketing yourself. You are providing information of value to both you and your customers.
If you are a non-profit organization, what myths do people believe that you know are incorrect? What information do you have that you know if people learn about, it will compel them to action?
Once you have these ideas, look at what is the most important content to share now.
If you can find a question or concern that is voiced throughout your industry or that ties into a larger set of concerns, even better. You want to create content that addresses a universal question so that when people are searching for answers, they stumble upon your video and learn about your company or organization.
So if you have a list of questions or concerns that people always ask, you can narrow down your first mini-series by looking at what is asked time and again to everyone in the industry.
To check if you are correct, also try a google trends search.
I looked up “web series how to” and discovered that the first searches started in 2007 and have been rising steadily. Although interest seems to have plummeted over the past two months, the trend is upward.
You can also do a comparison of terms. For example I did a search on the terms “fracking”, “natural gas,” and “oil.” “Fracking” showed an upward tick which was good because that is the content we were addressing. But when compared to “natural gas” and “oil” it was a fraction of the searches.
So this is a lesson. You may want to keep your original content idea, in this case "fracking" but when writing a title or description for YouTube, use words that tie into the bigger issues, "oil and natural gas" so your content is more stumble-on-able.
These are just a few sources of ideas for creating a evergreen web series that adds value, builds trust in your brand.
In future blog posts I’ll look at going from idea to execution.
If you want to learn more, join us for a free webinar on December 19 where we discuss three strategies for planning a successful web series for 2015.