Tube TalkVideo Marketing

The Importance of a Content Calendar – Tube Talk Ep. 101

By February 20, 2017 July 17th, 2017 No Comments

The Importance of a Content Calendar - Tube Talk Ep. 101

When you’re running a YouTube channel, creating useful, engaging content is probably one of your top priorities as well as concerns. Releasing videos which your audience will love can seem like a daunting task sometimes, especially if you’re just getting started with video creation or feel like you have no long-term plan of action.

Today’s episode of Tube Talk will help you move past your content creation concerns. In the podcast’s 101th episode, Jeremy Vest of Vidpow and Matt Ballek of Vidiseo share their thoughts on how to consistently create quality content for your channel and why it’s so important. They also cover the exact steps they use to develop content for their businesses on a weekly basis, and provide some insights on what tools and methods have worked best for them.

Enjoy, and please share if you find this episode valuable!


 

It’s time for Vidpow Tube Talk, everyone’s favorite podcast for video marketing tips, brought to you by Vidpow, your video marketing team. Get your free YouTube channel audit by going to vidpow.com/vidchop.

Jeremy Vest: Today’s episode of Tube Talk is Episode 101. Matt, can you believe it’s been that many episodes so far?

Matt Ballek: No, that’s so crazy. Who would’ve thought that when we got first started with this podcast, we would have so much tube to talk about?

JV: “So much tube to talk about.” That’s funny. I wanted to say hi to our new audience on Rainmaker.fm. Shout out! How is it going, everyone?

For those of you that have never listened to Tube Talk before, we talk about all things video marketing and YouTube-related. A lot of the times we’re not talking about video production necessarily. We’re talking about the nerd back-end success factors and how you can be successful with YouTube and video marketing.

Matt, did I get that right?

MB: I’d say so.

JV: All right, today we’re going to be talking about… by the way my name is Jeremy Vest of Vidpow.com and on the phone we have Matt Ballek.

MB: Hey, yeah, Matt Ballock from vidiseo.com. Yeah, it’s great to be here and since is the first Tube Talk I’ve done this year, I’ll say happy New Year.

JV: Awesome. Awesome. A little late, but I forgive you.

All right. Today we’re gonna be talking about content calendars, production schedules, and tips to stay consistent in creating content. Matt, how important is it to have consistent content on YouTube and Facebook and Vine and all the other platforms?

MB: The quote from Freddie Wong goes that if you want a consistent audience you need consistent content. So, it’s just like any form of contact marketing, or online marketing. I mean, you can’t get by with a one page blog, or with just one status update on Facebook. Nor can you get buy with just a video, or a video every six months, on YouTube. You gotta keep it consistent.

JV: Unless you’re the Dollar Shave Club, right?

MB: Right, yeah, I mean, if you do strike it big with one video you can get by. But I mean even they’re not resting on their laurels. I’ve seen more videos coming out by them but yeah, they’re kind of going with more of an ad or commercial kind of strategy. Not so much on the engagement side. But hey, it works for them.

JV: Absolutely, and here at Vidpow, we take this so seriously that we don’t actually work with any customers that aren’t committed to doing at least one video a week. We’re like, “Adios. We’re not gonna work with you.” And the reason that we take it so seriously is we know from the back-end success, science side of video marketing that literally, besides a few cases of viral videos, you’re just not gonna make it if you don’t consistently put content out. Now Matt, how do you do a content calendar or a production schedule? What are your tips here?

MB: Yeah, I think it really can depend on the type of channel that you’re running, but I think the main thing is that you have some form of a content calendar started and because this is least toward the beginning of the year, I think this is a great time that if you don’t already have something in place, to get started on it.

So how you do it? I don’t think it really matters. Whether you’re a spreadsheet person or you use a project management system or you use Evernote. I don’t think it matters so much as to how you organize your content, as long as you actually use it. So it’s sort of like exercising or any other to do thing… it only makes sense if you can stick with it.

So I’d say find a way to organize your ideas, video ideas, and what have you. Just for however you like to work, or, how large your team is to make sure that there’s, you know, it’s as frictionless as possible. But I then just like to start by doing my keyword research or competitive research and then finding, just kind of drilling down, into different keywords or topics to see if there are more granular things I can cover that kind of ratchet up to a much larger, broader keyword.

So I just try to look at that from at least from an educational standpoint to start populating my video idea list. So once you sort of have that huge list of concepts or ideas that you could turn into videos. Then, it’s just a matter of setting a date to them, seeing when you wanna release them.

So, it can be arbitrary, that you just wanna do things in a particular order ‘cuz they make sense to you, or it can be because there is an increased search volume or seasonality when you’re doing things. So, now, if you’re doing a video about organizing your closets or cleaning up your house or tips like that, then around spring time might be the best time to do that to catch all those spring cleaners searching for tips to get their stuff together.

JV: Yeah, that’s an awesome tip. For me personally, I like to start with putting it on the calendar. I know on Fridays we’re going to be shooting some videos. I know where we’re going to be shooting those videos. And I keep it really simple. One day I’m not at this place, and then the next day I’m at this place.

I’m always shooting at the exact same place at the exact same time so that… us humans are crazy, right? We don’t like change and we run around like crazy, when you own your own business especially. So I’ve found if we just block off the calendar, know where we’re gonna shoot… a lot of the times I actually have to think about what I’m gonna shoot when I walk in to my studio and actually shoot something.

It sounds crazy, but just putting those parameters in place, I can’t speak on Friday. So I usually don’t travel on Fridays unless it’s a really big convention. Just putting those rules together, I think, are half the battle, if you will. And Matt, I totally agree. Creating a series of videos around events or topics that people are actually searching for is a lot more easy. I don’t know if that’s English, but…

Anyways, I think that creating a series of videos makes a lot of sense. If you want to start in the spring series or the summer series or whatever it is, having, like Matt said, a very long list of ideas, and following that up, with keyword research, to understand what people are searching for, really puts you in a whole different paradigm.

Instead of you shouting your messages to people, you are creating content around search intent of what people actually want to hear about. That’s a big deal. Now if you’re a YouTube personality, this doesn’t make any sense. Just go have a water balloon fight, or whatever you weird YouTubers do.

I’m just kidding. But if you are actually a business or someone trying to build an audience on YouTube, odds are by creating content people are actually looking for, it’s going to be a whole lot easier to get over that bridge and over your first few thousand views and few thousand subscribers, if you’re actually creating content people want.

MB: Absolutely, and if you do that too you have the added bonus of that is content that can live a lot longer than you might think. If you do that, you are creating what we like to call evergreen content. So looking at that search volume, leading in to what people are already looking for, that is going to make that video so much more valuable down the road because it is not going to be stale. It is going to be a show up in searches. It’s gonna provide value for months and years to come.

JV: And you know, if you’re a chef and you’re teaching someone how to make a cake, five years from now there’s-

MB: Right, yeah, I don’t think the cake technology has really gone digital yet, so.

JV: That’s amazing.

MB: Cake-tech.

JV: Cake technology.

MB: Wow. I do wanna at least mention one other tip, that you kind of alluded to with having a schedule. And I think it’s an important thing that I’m trying to implement for myself, and that would be batching. So, doing things in a batch, so that you can be more effective and efficient with your time.

Because, I know that just for me setting up my camera, getting my lights in place, getting my mike ready, making sure I’m focused. Like all these that when you wanna go film a video. In your mind you think, this is gonna take a couple minutes. But if it doesn’t go exactly as planned, it could take maybe a half hour or more.

So having a plan to film more than one video in one go can be a great way to save time, and once you’re already set and ready to film, have that content calendar plan ready so you can film, let’s say, intros to three videos in one sitting, instead of having to do it one day, then come back, set everything up, get loose and ready to film again, maybe shower and whatever you do to get in front of the camera.

So having that plan to do more videos in one sitting will help you stay consistent without just killing your schedule.

JV: Or having flies buzz around your head.

MB: Right, exactly.

JV: And I agree. One little rule I have is the first time you make a new type of video or a new type of series just do one, because odds are you’re not gonna be 100% happy with the format.

One of the biggest tricks that I found for creating content on YouTube is format. If you have a formula, for example, my favorite, and I always say this, but my favorite YouTuber is Devinsupertramp. He just has this amazing formula.

I can listen to one of his videos, and I know exactly that he made it and no one else. And the reason for that is he has a formula. He has a particular type of music he uses, a particular type of film style, a particular type of energy, everything he does is extreme sports and he is not reinventing the wheel every time. He may be flying around the country and filming different things but if you’ve seen one Devinsupertramp video. You have seen the style of every one he’s ever done.

So as you’re developing new types of content, having that formula makes it very easy to make new videos every week. And you’re not reinventing the wheel. You’re just focused on the content. Everything else is gonna end up becoming automatic for you. How motion graphics are created or you know, how to set up your camera equipment. Creating the actual formula I think is really the secret here. Matt, what do you think about that?

MB: Yeah, I think it is huge. If you look at any really popular type of show, they really do follow a consistent format and that’s something that draws people in ‘cuz they know what to expect and they know what they’re gonna get out of that video. I know Gary Vaynerchuk does a great job with this.

He has a show called #AskGaryVee and it’s a very simple format where he’s got a very brief catchy intro, and then he just answers three questions from Twitter, and then gets out. So, it’s, you could listen to it, you could watch it, but you sort of know what you’re getting into, each time you watch a video. And it’s something you look forward to, and you could follow through that format pretty easily.

So, thinking about format, how you can make this something you can duplicate, and also, make it so that people can come into your show in the middle and not be completely clueless as to what is going on.

So I think having that format helps you bring new viewers into the mix and get them comfortable with the type of content you create while also keeping your consistent subscribers happy.

JV: Yeah, definitely I agree with that. Hey Matt, how can people find you?

MB: People could find me at vidiseo.com, V-I-D-Iseo.com, and if you’re a Tube Talk listener, go to vidiseo.com/tubetalk and just say hi. I’ll give you free,  special secret bonus.

JV: And as for our new listeners, what do you do?

MB: I am a YouTube trainer and consultant, so I work with brands to either train them or help audit their channels and help them get more value out of the content they are creating, and create content that drives more value for their business.

JV: And you can find me at jeremy.vidpow.com. You can also check out our free YouTube audit at vidpow.com/vidchop. And we also do YouTube audits, and monthly retainer service work where we actually help customers, channels, YouTubers, businesses develop strategy around video marketing success.

Until next week, keep talking, Tube!

Thanks for listening to this episode of Tube Talk. Don’t forget to get your free YouTube channel audit now by going to vidpow.com/vidchop.