ü - Wedding Academy Global€¦ · creating my video titles that much easier. So, I just told you that I turn to other creative entrepreneur educators for some of my inspiration,

The Video Visibility

Challenge Workbook

DAY 2

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One of the biggest reasons people don't do video, or reallyany kind of content marketing, is due to the fact that theydon’t plan. My advice is to plan 2 months in advance and toexecute 1 month in advance. Trying to write or film underpressure when the ideas aren’t flowing is so hard, but whenyou have a content plan that allows you to be two monthsahead of yourself it is so much easier. For me because videomarketing is such a big part of what I do I plan a little furtherahead than that. Planning is hard work and there is a reason for that – it is theplanning that will make being on camera easy. Each video youcreate should have a point and think of your videos as stories,each one requiring a beginning, a middle and an end. When I sitdown to plan out the content for my YouTube Channel I planout 3 months’ worth of videos. That's 12 separate videos of around 5 mins each in length – itdoesn’t sound like a lot but trust me a 5-minute script is quitelong. But to make this easier I do my research. I look to othercreative entrepreneur educators to see what they are talkingabout and what subjects of theirs get a reaction.

C O N T E N T T I M E



No, I don’t copy them because my content is always going to bedifferent from theirs, but it gives me my starting point and makescreating my video titles that much easier. So, I just told you that I turn to other creative entrepreneureducators for some of my inspiration, but that isn’t the only way todo it. I also look to other industries and other areas for myinspiration and this is a big part of how we become trendsetterswithin the wedding industry. As wedding professionals, we don’tlook at the weddings we are seeing on Pinterest for the latest andgreatest trends, or we shouldn’t do, we look to other industriessuch as fashion, pop culture, architecture and interior design. You’ll be amazed how inspiration hits just by watching stars walk upthe red carpet or a particular scene from a movie. Well the samegoes for script writing and finding topics to talk about on video.Really it is no different to writing a blog post it’s just that thedelivery method has changed.

Now I am not saying I am amazingly organised all of the time,but I have learnt that scheduling is my best friend and allowsme to be consistently producing good quality content all ofthe time because I am never creating under pressure, it isabsolutely the worst thing you can do.



CREATING CONTENT & PLANNING

So, if I’m going to turn you all into content superstars I need togive you my 5 steps to a good content plan. One Year Plan: In one year what do you want your brand to beknown for? Write that at the top of your content plan. Consider thisa mission that all your content should drive toward.


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Content Buckets: Think of all the higher-level subjects that you cantalk about in your business. Aim for 5.


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Topics: Now take each of those subjects in your content bucketsand create a list of all the topics you can talk about. It’s better tohave too many than too few.


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Multi-Use: Think about the types of content you can use acrossmultiple platforms


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Schedule: What is your ideal publishing schedule? How often doyou have to develop and create content? How often do you wantto publish?


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Top Tips: as we discussed in yesterday's training. If you’re awedding planner give wedding planning tips, if you’re a cake makergive them tips on choosing their wedding cake, if you’re a stationerthen maybe you can give them invitation etiquette tips. Whateverit is you're the expert so showcase your skills to make youraudience believe your value and just what an expert you are. Theseare quick to film as they should come naturally and if you’re stuckfor inspiration think about the questions your clients ask aboutyour product or service as this is always a good place to start. Testimonials: always powerful but they are so much more powerfulwhen you literally hear the testimonial from the client’s mouth. Weall have mobile phones now so being able to get testimonials is somuch easier. If you don’t want to do this on the day then thinkabout having a follow up and asking your clients to video atestimonial for you and send it to you after the event. You onlyneed a few of these to make a difference.

FAQS: one we've used really successfully at the Academy. Soall those questions that we get asked all the time are greatcontent for a video. For example, we are always being askedif you get exams as part of your course material, we're ableto answer this really easily in under 60 seconds and ofcourse, it is helping us indirectly to sell our courses.


CONTENT IDEAS


Behind-the-scenes: anything that really shows your process ofwhat you do and how you do it, again we all want to know. We loveto see an artist at work. If you can’t do this without needing

both hands then put your phone on a stand and record fromthere. A tour or walk through of your work space. It doesn’tmatter if you’re working from home, from an office or from asuper creative space, share it with people. It fascinates themand they want to know – they feel like they know you that bitbetter when you share things like this. Get To Know Me: in weddings people buy people and your coupleswant to know the person behind the brand. This is a chance toshow your personality and let people see a little bit of who you are,what you love and things that are important to you. Now don’t gomad but once a month a quick video of this type works really welland allows you to really let your potential clients get to know you. How To: of any kind. We all spend time googling how to do things,we jump on YouTube at the drop of a hat looking for tutorials, souse this to your advantage. Perhaps you could do a ‘How To’ onputting on a chair ruffle, or how to design a colour palette or moodboard, really it is whatever you want to do, but the key is it has to besomething you know your audience will eat up.



I love using Live Stories to make an announcement about a newproduct or service. Every time we’re creating new course material, Ialways do a live story. Last time I was showing people the new charger plates, crushedvelvet linen and gorgeous new matt gold cutlery I had had deliveredfor the filming of the new course material – again people lovedseeing it and I then got them to vote on which new charger platewas their favourite, rose gold or yellow gold. It was fun and the audience really engaged with me and that isabsolutely the point of video marketing to bring your level ofengagement up. Probably one of the most powerful things you can do as a weddingprofessional is to go live from a wedding you are working at.Obviously, you don’t want the bride and groom featured as youwould need to get their permission but showing the set up andthen the finished product is a great way to get engagement. I remember taking delivery of some lovely limed oak chivari chairsdelivered and I unwrapped all but one of them and then went liveunwrapping the last one giving tips about taking delivery of décoritems as I did it – again this type of thing is gold and really engagesyour viewers.


GOING LIVE


Everyone loves to learn something new so teaching a live class isa pretty easy thing to do. Again, you can invest in a very cheapstand for your phone or tablet and a remote control and you cango live at the drop of a hat without having to hold onto your phonein order to do it. The same goes with showing your creative process. In the worldof weddings people buy people. They want to know you, theywant to see what it is that you do and they want to really feel likeyou are the person that gets them and understands their vision.Nothing does this better than hopping onto a live and showinghow you do something. Pulling a mood board together is a great example of this, but thereare tons of others and it is about getting inside the mind of yourpotential client and thinking about what they want to see and whatwould really draw them in with what you do. Hosting live Q&As works really well too because you can do a callout for questions ahead of the session and take questions duringthe session. Have some pre-prepared questions because there isnothing worse than going live and nobody says anything or asksany questions – you will feel stupid and that is the last thing youwant, so if you have to then make up some questions which youknow will be of interest to your audience. Again, it is aboutknowing your clients and what their pain points are.


GOING LIVE CONT...


Make sure you have a strong internet connection as there isnothing worse than having it freeze halfway through. Where Ilive in rural France this is always an issue and I have to doseveral tests before I go live, or I cheat with a rather handylittle App called Ecamm Live. This allows you to push your pre-recorded videos out as a FB Live and still be there to answerquestions etc. You can’t schedule it, so you have to still bethere but if you don’t want to do something as an actual livebecause you’re nervous then this is a brilliant tool. For FB live you can promote it ahead of time rather than justdoing it on the fly like you would on IG. This means you want toget your audience primed and ready to be there at a certaintime so really think about the description you use for this as itis going to be the thing that entices people to tune in, or not asthe case may be.Something else to remember with FB Live is that not everyonewill watch it live but the beauty of it is that its recorded and canstay on your FB Page for as long as you want it to be there. Soalways remember to smile, and introduce yourself clearly atthe start of each one because you never know who is going tobe watching. Don’t assume that everyone watching knowswho you are, I can guarantee that they don’t.

Live videos are your chance to go no holds barred with youraudience and give them the ‘real’ you rather than the polished andedited version. There are some things you need to think aboutthough when you do this:


LIVE DO'S & DON'TS


ü - Wedding Academy Global€¦ · creating my video titles that much easier. So, I just told you that I turn to other creative entrepreneur educators for some of my inspiration,

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