Strategy Workflow Process
How I see content
How I go about creating content
How I would grow a channel and team
Utility
Teaches me something new, creates a transformative moment.
Expertise
What you know really well.
Trend
Stories in your voice, that are topical and relevant.
Platform Wants
Retention, watch time, and a wide audience
Audience Wants
Want to be spoken to in a language they understand/process communication model.
Our Wants
CTA, engagement, buy product, click link, etc.
Hook
Grabs and holds attention
Pique curiosity
Gives Context
Make a promise - What am i going to get out of this?
If you can keep them in the first :10 they will stay :30
You have 1.5 seconds to get them to stay.
Get to the point fast
Context
Why should they care?
Body
Main Content
Sequence of ideas - What is the point of this video?
Beats and Scenes - Relay race - This is how it adds points the overall point
Look at this tasty videos - The end result, then the recipe, and some knowledge along the way.
Audit
Define the goals (S.M.A.R.T.)
How will we measure success?
What are we doing well? Preliminary report
Where do we want to go?
Opportunity
Where do we see a gap?
What can we do?
How can we improve the landscape?
Audience
Who does our audience look like?
Does the goal and the audience lineup?
What are their wants and needs?
What are their pain points?
How do the perceive us?
Resources
Do we have a team to do this?
Do we have resources (software, budget, time, etc)
Do we have buy in?
Consistency
Do we have a process?
Can we create consistency?
Can we show up as often as we would like in the quality we would like to show up?
Consistency
Schedule, cover and move.
Process
Format, repeatable, and teachable.
Content
Gold, Silver, and Bronze
Breakdown creators
Understand performance drivers of each. You need each tier to validate that one performance driver so it isn’t in the tier above it.
That way you have the formula for each tier and you just create the criteria in Gold tier.
Indicators
Pacing
Tonality
Personality Types
Edits
First 3 Seconds
Thumbnail
Captions
Memes
Music
40 + more indicators
Contextualization
PCM - Process Communication Model
Feeling based (how it makes them feel)
Fact based (who, what, when, where, why)
Fun (entertaining, background, environment)
Values and Opinions (Can I Trust Them?)
Imagination (Reflective)
Action (They just run, they act)
Example Normally:
Real Estate: 5 bed 4 bath
Using the PCM:
5 bed 4 bath - imagine the fireplace on Christmas Eve, look at the backyard, you’re gonna throw so many parties, everyone is gonna be jealous. This is the best house on the market I believe because of the school district it’s in.
Algorithm
The apps want the following things:
User retention
So they can serve
More ads
Which gives them
More $
Their goal:
Want content that can hold attention, for as long as possible, with the widest audience
Clickbait doesn’t work anymore they will bounce
Key Question:
How to grab attention, and then hold it.