678: The 2 Keys to Creating Great Videos w/ Reza Izad & Jake Greene

ABOUT THIS EPISODE

In this episode we talk to Reza Izad & Jake Greene, Co-Authors of Create Great Videos.

Click here to connect with Reza on LinkedIn.

Click here to connect with Jake on LinkedIn.

Are you struggling to come up with original content weekend and week out? Start a podcast, interview your ideal clients, let them talk about what they care about most and never run out of content ideas again. Learn more at sweet fish Mediacom. You're listening to the B tob growth show, a podcast dedicated to helping betb executives achieve explosive growth. Whether you're looking for techniques and strategies or tools and resources, you've come to the right place. I'm James Carberry and I'm Jonathan Green. Let's get into the show. Welcome back to the BB growth show. This episode is sponsored by Directive Consulting, the Bob Search Marketing Agency. We are here today with Reza's odd and Jake Green, Co authors of the new book create great video res. Jake, are you guys doing today? We're doing great. Thanks. Great. So I would love, before we jump into the topic today, talking about the book and some of the lessons that that we've extrapolated from the book that we think will be particularly helpful for be tob marketers listening to this. Before we get into that, though, I'd love for both of you to can just kind of explain a little bit of your background and where you're coming from and then we'll dive into the good stuff. Sure, this is res I'll jump in first. It'll start with like what sort of prompted the writing of this book. I'm the CEE of a company called Studio Seventy one and we're one of the larger, you know, content providers on platforms like Youtube, facebook, instagram, mostly short form video, and we're a producer and distributor. So we don't make everything that we that we sort of market into the advertising community and you know, we're very much in sort of this transition of digital video, TV to digital video that we're sort of seeing and it was, it's been shocking because we've been doing this for I don't know, six seven years now and you know, we still continue, seven years in, to go into you know CMOS, marketers, AD agencies and whatnot. And when we start talking...

...about our talent, and some of them are the biggest you know talent on these platforms like rent and link and lily saying and a bunch of others, and we're just shocked at how few people really know a who they are and be the sort of the social significance that they sort of and and influence that they can deliver for brands and whatnot. And so you know, Jake has been writing a number of books with our talent and we we started talking and sort of led to the creation of this book, which is a very much a primer, hopefully, for people who are feeling very intimidated by what's going on in sort of social video, and I'll jump in on that. This is Jake. In addition to sort of collaborating in the youtube space, for the better part of the last ten years I've been working with a number of organizations and businesses who've been having inner generational issues sort of understanding the digital generation. And when I started doing some work with studio seventy one and realized the depth and breadth of creators that are in their community, I started talking about too res about the opportunity to sort of mind their stories and get sort of succinct vignettes and wisdom from from some of those creators to give organizations, regardless of whether or not they're in the media space, some of the tools to collaborate more effectively and productively with their with their customers who are a part of the video generation, and also with their employees who they're having issues communicating with, and I think the result that came out of create great videos is not only a oneone on how to make the videos, as the title suggests, but it's also a great tool for understanding what gets people excited about communicating with video, building communities online, developing succinct messaging and applying tools from from other areas of entertainment to make their businesses more effective. I love it. So, guys, I want to dive right in because we've got a lot to cover. This is definitely a book that I think our listeners are going to...

...want to check out to get all of you know, all of the value from it. But you touched on it, you know, in that last statement, Jake, and I think this is something that beatb marketers need to really have the point hammered home. You talked about succinct me messaging and offline. We were talking about the Combo, the one two punch of succinct messaging alongside repetition. You obviously have worked with a ton of video creators, people that are seeing enormous success with video. Can you speak to a house to sync messaging and then repetition of that messaging has ultimately allowed them to experience the success that they've seen with video. Sure, let me share a case study of about sort of interesting, succinct messaging and then I'll talk. I'll toss it to reside because we also have some interesting research about viewing and consumption habits of different generations as related to videos and Youtube. But there's a great chapter in the book. There's a group called extra credits, which is a bunch of former gaming exacts that make videos. They make some gaming videos, but then they also started making education videos. For example, they they teach the history of Rome's punic wars and and part of their challenge that they set out was, can we apply some of the strategies that we use to make games, video games move quickly and pop and be appealing? Can we use those strategies to teach subjects that could be construed as as overly dryer complex? And they did it remarkably well. All of the skills that they had in the gaming space translated over. So when you watch those videos, not only are they tremendously poss popular, but they move really, really quickly and people appreciate that. It doesn't you can take a complex topic and it doesn't feel like you're taking your medicine. And so that's really great for for the B tob space where people are always trying to create messaging that sticks, that not only...

...for the person that they're sending it to directly, but also stuff that's able to be passed around, where people find value in it just beyond something that's being sold to them. I mean, look, what we see that really works is a is a very specific cadence in publishing too. So if you're, if you're essentially adding value to your customer right in terms of thinking of a funnel. Adding value once and having a call to action is one thing, but adding value in a ripping in a highly repetitive basis and on a very consistent basis. So if you look at me, I'd say eighty percent or ninety percent of the people that we interviewed here in this book have publishing cadences that are very much like TV. Right, five days a week, upload time is always the same, or once a week upload time is very much in the sort of same time period and when you lay it all out, it looks like a TV grid. Ironically, even though this is an on demand whenever you want it, consume it sort of however you want it, sort of platform. You know these platforms are, but the reality is still that regular cadence is key and the reps a tisan is key and I think other things that I think you know be tob marketers are leveraging called action, sort of asking the customer for something, whether it's a follow, an email, a subscribe, a comment, those are all tactics that follow along with that with content that has some value for a consumer and that can be informational value. I mean, I think you look at these platforms, particularly Youtube, information is a huge part of of sort of the value proposition many creators have with their audiences. And what's fun about the way the book is structured, as resis said, is you're getting those universal messages from sources that you don't expect. So you can learn to become a resource worth revisiting from piano teachers in Illinois or learn about the importance of sharing experiences over sharing expertise from a beauty expert who's in Australia. And so again, part of the...

...fun of Reading the book is not only that the stories pop on their own in the messages are clean but also you're getting you're getting information from sources that you otherwise may not realize existing can be productive. All right, I want to tell you a little story about clear company. This HR Tech Company was doing a lot of things right. Their messaging was clear, their product produced incredible results, but they were struggling to drive qualified traffic to their website. Then they found directive consulting, a Bob Search Marketing Agency. Within the first twelve months of working with directive, clear company was able to increase their qualified lead volume by a hundred and fifty seven percent. Now I have a hunch that directive can get these kind of results for you to so head over to directive consultingcom and request a totally free custom proposal. That's directive consultingcom. All right, let's get back to this interview guys. As we were talking offline, we were talking about this idea of a lot of bb brands think that they take more of an approach to video where they think, man, we have to have we have to have a home run, where you guys kind of come at it a little bit differently and you spoke to it a bit. I think the idea of repetition as you spoke to. Just you know how much of a requirement that is to really win here. Are there particular frameworks that these creators that you guys have been talking to and interviewing for the book is, what's the unlock to being able to create quality content, but being able to do it on a repeatable basis? I think that's there's two questions. One is home runs versus sort of hidden singles. Yeah, so on the home runs versus singles. Here's the reality, and I'm going to put it in context of Netflix, which is not a platform. We're talking about the right. For them to retain consumer interest, they've got to produce...

...seven hundred hours of a seven hundred different original pieces of content, and I'm talking series which may have twelve or more, or movies, and then they're acquiring God knows how much stuff behind it, which means content feeds. Right. Netflix, Youtube, instagram, facebook are just jam packed with with stuff and so by nature. Yet in order to be competitive in those in those environments, you've got to have a content schedule and calendar that's not home run based, but it's literally stringing together a bunch of singles and walks and so on. And when you get to the end of the game you've won. And so we see a lot of brands focusing on the home run, or the campaign, if you will, and I think that's a that's a hugely missed sort of opportunity. The the flip side, which is also interesting, sort of about the book, a lot of these stories in here. These creators started in their garages, right, so they started with a video camera and a computer. And if you think about the advances that have happened just in the the ability for people to make high quality stuff really, really efficiently, I mean it's all they are. All the tools are there for everyone to sort of make high quality video that resonates with an audience. Right. That's that's been democratize. What every one of these companies does have to do is you have to resource the people in order to make that stuff happen, whether that's you know, there's a name for it now. It's called a Predator, right, it's a producer, director and editor and they put it all together. Whether you need to hire a Predator and give them a content cadence of a couple times a week to get your to just get your communication machine going, or more elaborate sort of infrastructure that comes, you know, as you start to reach some degree of scale, it's not that expensive to sort of get in and really, at this point, if you're not in...

...this game, the question is, what game are you in? Yeah, it's to that point. It's really a make it till you make it world like you have to just keep there's there's nothing that beats experience for sort of helping you find a voice as an organization or as an individual. And you know, we've got a story in this book about a guy who started making videos after he retired as an engineer in Corvallis, Oregon, and he now, you know, his evolved to the point where he's getting ten million hits a day in China doing some big completely unrelated but videocentric. But the key was he just had an interest and he had a desire to keep making videos and he's gone through several pivots. What you think is going to be your your Messager, your personality is going to evolve just as your business evolves, but the key is that you're doing it all the time, that you set up sort of a sustainable video ecosystem and res I Love I love that you mentioned getting away from the campaign mindset and not thinking about this like something that has an date, but really something that is that is going to continue on and on and on and on. Do I understand that right? That's that's absolutely correct. I love it. These are communities, so communities typically don't have end dates and start dates. Yeah, that's so, guys. You you'd mentioned I want to talk about one last story before we close it out today. You'd mentioned a story offline. I think you said it was the Dooson's. You know, they've done a really phenomenal job of building and fostering a community through video, and I think that's something that I'm hearing more and more be to be marketers talk about, is this idea of wanting to build a community. Can you talk to us about the doosons and how they were able to pull that off? Yeah, the Dudeson's are a bunch of stunt guys from Finland who started out in the s making sort of crazy, crazy stunt videos, but now are incredibly, incredibly efficient communicators in a built a...

...digital network really, really quickly and it and it's not just about it's much less about sort of the grandiose massive stunt. It's not about blowing up a mountain. It's much more about the way that they approach communicating to their audience and what you count Hilden, who's one of the the dudes and says in the book. As he says, you know, when you're the large TV mentality, that's about speaking to a large audience, but when you do youtuber digital, you really have to speak to that one individual viewer. You need to make sure that the person who's looking at that screen feels like that messaging is for them and not part of a, you know, a large campaign fishing net that they someone's hoping to catch them in. Yeah, that makes perfect sense and that tiny, that tiny nuance, I would imagine, makes makes all the difference and just how how engaged your audience will ultimately be. Resident Jake, before we let you go, is there any any other kind of lasting words that you guys would want to say to to our audience before I let you go today? That that will hopefully either value that you think people will absolutely get from the book or anything else that you'd like to say before we close out our time today. Yeah, I think this book will. It does a number of things it'll help you create amazing videos, it'll help you develop your digital voice, it'll teach you about building online communities and then also you'll learn how to collaborate with the Youtube generation and you'll feel confident sort of getting started interacting in the space. Wonderful. Will guys. If somebody wants to stay connected with you, guys, or they want they want to, obviously they can find, I'm assuming they can find the book create grt video on Amazon and any anywhere books are sold. Is that right? Yes, that's for it, and we'll have the the website create great videos is about to go live. I think the book launches next week, the week that night. Wonderful, all right, so by the time folks are hearing this, the book should already be live. Better, you can go to create great videoscom and check it out again. Guys, thank you so...

...much for your time today. This has been fantastic and I really appreciate it. Thanks for having the bat on. There are lots of ways to build a community and we've chosen to build the bed growth community through this podcast. But because of the way podcasts work, it's really hard to engage with our listeners and without engagement it's tough to build a great community. So here's what we've decided to do. We're organizing small dinners across the country with our listeners and guests. No sales pitches, no agenda, just great conversations with likeminded people. Will Talk Business, will talk family, will talk goals and dreams. Will build friendships. So if you'd like to be a part of a BB growth dinner in a sitting near you, go to be to be growth dinnerscom. That's be to be growth dinnerscom. Thank you so much for listening. Until next time, I.

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