When people see or they hear you, what impressions do they form? Is that
actually what you have in mind? When it comes to creating great content,
have I got some awesome guests for you. Today we have two of my very favourite
youtubers, Andrew and Pete. Now, what the folks should know about you, of course, is
that you are content marketers, that you are also the authors of The Hippo Campus,
which I am loving right now, you are also people who help folks, I suppose, to make
their brands stand out. Yes. So we've got two books. We've got The
Hippo Campus, which is all about making your brand stand out, and we've got
Content Mavericks ,which is all about making your content stand out...to ripping
up the rule book when it comes to online presence, when it comes to content, when
it comes to Iike doing things the way they've always been done.
We're questioners. So, why do we have to do it like that. Can we not do it another
way instead? it's gonna be a lot more fun. Today, we're going to talk about super villains
'what can get in the way' and mess you up, dirtying your bib and wrecking your
stride. So...Top of your list of arch enemies? Yes. Alright guys so we've got
three super villains that we are going to destroy - so you will have no longer
boring, 'same-ey', unoriginal content. Villain number one is MR. LOW-VALUE. You are
not going to be remembered when you're speaking, you're not going to be better than anyone else
Nobody's gonna come back and read your contract. Yes. Now
when we're talking about low value content though you're probably thinking "God
guys, we've heard that before." Marketers have been spoutin for years to create
high value content...We need to give before we get, we need to build our
audience. We really want to push you and challenge you to
actually ask yourself: Is the content you are creating as good as it could be? So,
we kind of learned this the hard way. We once got the opportunity to write for
Social Media Examiner - which is a big industry leader in blog in our space.
Right. This was a good few years ago and we were absolutely over the moon. We were like
Woo Hoo! You know how much effort we put in that blog? A lot of efforts. We put days -
like weeks, if not months if
not years. We created the best we had ever created. There was gifts, there was video
tutorials, it was funny... And it went down an absolute storm. And
then we kind of thought to ourselves: "Hang on. We've just like spent a lot of time
invested in creating a blog for them, because they're like this leading
authority. If we want to get ourselves there - why are we spending like half an
hour on our own blogs? So. Yeah. Before we go forward, we thought: You know what? We need to
up our game with our own content. Oh yeah. So, I love that. That's a great arch enemy
number one. And number two on the list? Is: DR. VANILLA! Oooh. Aanilla is actually my
favorite flavour ice cream. Me too! That's dreadful! When it comes to content, it's
really boring. It's average. It's not original and it's not gonna stand out.
Just going through said timeline - it's got a link to an article link, to an
article link, to something cool! Right? You're gonna stop. It's a thumb stopper!
So. Yeah stand out if you wanna get noticed, if we want to get remembered and
talked about and grow your audience. Then we need to have content is NOT vanilla.
Yes. Yeah. Some kind of emotion...that's why we want to think about. Right. So before
you actually...Or when you come to actually plan your content, you might be
planing, right: what point you want to get across, what the learning points are, what
the action points are, what examples we want to include. But then, also think:
Right. What emotions do I want to evoke with this? Do I want to get people
spurred up? Do I want to have them feeling nostalgic? Do I want to have them,
like, they can conquer the world? And try to put some of that into the contact you
create. And this works whether you are creating video content, whether you do a
blog, whether you're doing podcasts or even if you're just scheduling social
media posts. And, in fact, actually just thinking back to your book...I love
something that you said. You were talking about how you started out. You said: We
need a kick-ass website. Yay. kick-ass website. Paid a load of money.
Awww. Pile of rubbish! All right. Well maybe we just picked the wrong guys. Let's get
a better gang in here. We got really 'Woo, they've got big lights
over their name...They're gonna be brilliant. Lots of money!
Oh crap. They took our money again! We got no money. What are you gonna do? Creative!'
Yeah. Our favorite quote is: creativity beats budget. Throw all the money that
you want at something... but if it's boring, it's got no emotion -
it's gonna like get you nowhere. Yes. You've got you got to start with
something that's vaguely interesting. Good plan guys. Alright, so we've got
another superhero, no vanilla! We have to have extra ripple on that I guess Andrew,
you and me. I do quite like some strawberry sauce, to be fair. Yeah. So we we have to get we have
to get a little on the wild side. That's great. And number three is: STAGNANT STEVE!
Sounds vaguely disgusting. I know, but it;s constantly boring and growing.
If more people are doing it, and more of it. And people are doing it better than
you've ever done before and so if you're just standing still, if you're not
evolving, if you're not constantly improving!!! Yeah, new things, being a little
bit creative, refreshing things, improving things, tweaking things, testing things.
You are going to become stagnant. I mean you're gonna, you know, lose the way
and people are gonna overtake you. And people are gonna fade away and gonna
lose interest and go elsewhere. Even the most exciting of shows that once we
were like like hardcore listeners and fans to, we're 'God, it it's just the same
thing over and over again but with a different guest or with a different
topic!' They didn't this. Yeah, come on! Like. but
you know,. like, yeah, this person's got something exciting on their show, so
I'm gonna head over and check that out. And I'm gonna forget about you. So we
constantly need to be testing and tweaking and change your things up.
Conversation are so important for so many reasons - but especially if we want
to get reach. You can tell this is live so this is the bit that I will be
editing out! When you tell people not to call!
Do not adjust yourself! I'm just going to... Alright! He, he. So now it's the Andrew and Pete show...
While he goes away - everyone go Andrewandpete.com, YouTube channel
Andrewandpete.com/andrewandpetetv Twitter @Andrewandpete
...AND we were being quiet. Promise. Yeah, that's
good, Yes, I heard the subliminal kind of things! But one of the
things that you all talk a bit about is the importance of not being safe - because
being safe is the new risky. Did we come up with that? I'm not a 100%.
I'm giving you the credit
anyway, It's true, right? If you played safe all the time, then you just got a
blind date. As Pete was saying earlier, it's not novel anymore to be on Twitte,r it's
not novel anymore to have a podcast, or to have a blog. So, just doing what
everyone else has done already - it's just gonna always put you one step behind. And
I'm just thinking actually because stand-out marketing is your thing...So,
you've probably tried a bazillion things over the last while. But, if you think
about the the biggest lesson - where you tried to do something & said what kind of
a numpty does that? But you learn something from it - What was your biggest
"oh man"? As in, something that failed? Yeah, something that failed but was a really good
lesson. I don't know if this was a failure but a kind of a whim, but kind of a failure...But,
we recently a video on our YouTube channel and it was episode one of Andrew
and Pete Vs is Dan and Lloyd...And they challenged us to create this 90s style
video. Oh. So. It was proper dry and it
was really boring. And everyone that was already in our audience... It was funny!
Yeah it was funny in a boring kind of way. So yeah, viewers found it hilarious. The amount of
reactions and comments we got from people who knew us was insane. Like we still get
comments to this day about the video. But the retention rate on that video is actually
terrible compared to our other videos. 'cause new people coming in. like seeing it for
the first time...I don't think it was the best first impression to us. I don't
regret it at all. I think it was worth it for your audience to see that and have
a kind of half fail, half good. Yes. But you know what...Actually, isn't that the
point - that you gotta be willing to to break an omelet? And maybe it won't be a
great dish. But you know what? Next time round, maybe it will be more
interesting. So one final question for y'all y'all. And I'll give each of you
kind of an opportunity to answer this. What is the one thing you now know that you
wish somebody had told you before your started as content marketers. We started
or we had a website and it was very professional-looking. My blog was very
professional-looking. We were doing this blogging thing in this Twitter thing and
maybe for a good few years we were doing that and we didn't really get much
traction at all from. One day, we thought:
what the hell is going on? And when we look today - the reason why was because we
were just, we weren't being ourselves! We're trying to be this yeah national
marketer and create this image...just wasn't even us. Like, like, we only have
like a few suits. We have to go and buy shirts to buy and so the moment we
switched up our content, to be a little bit more interesting and bit more us
and real...and showing a little bit more personality. That was the moment we
started to get fans and shares, and people commenting, and subscribing, and
buying from us. So that was like a big lesson that we wish someone had just said
right at the beginning. Like. Stop trying to be someone you're not.
You just be yourself online. Words to live by Pete. Andrew
you're under mad pressure. Just saying.
Tada! I wish we had jumped into video earlier.
Yeah that's a good one. On content delivery, that
works for you and your brand as soon as possible is important. And for us. we were
like blogging fiends before we jumped into video. And as soon as we did, things
just kind of took off. First you need to start as soon as possible - because you
all need to get through that like awkward phase. I think that's wonderful
and guys I think one of the biggest things I heard from you both today is: if
you have personality, would you share it for goodness sake? Because, that's what
people want to know about you. Yes. Yes. Right. It's hard to stand out. But the one
thing that is unique is your personality. Yeah and I think that's so true but I
also think sometimes it's not enough and I think... Controversial ...I know. That's
kind of what we go through in our latest book. It's great to be yourself, but
sometimes that's not enough to be really different and remarkable from all the
other content out there. It's just one aspect. So that's...
I'm gonna say that is something quite controversial. You know, that's a
good way you know that's a cliffhanger. Because now I have to go and
read your second book, I'm only halfway through the first one. Listen, thank you
so much for joining with us today. I really appreciate it. Please do check out
the links that you'll see below. Andrew and Pete, really a pleasure to be with you
so... and actually...I you haven't already.
SUBSCRIBE! Subscribe. Thanks for watching. Thanks so much
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