Question: What are some tricks for making your instructional content (videos, how-to articles) stand out to potential customers?
Solve a Specific Problem
"A lot of how-to content is so broad that it becomes useless. Instead of giving "Facebook tips," show people exactly how to build their email list using Facebook or how to choose an image that will get "likes" and shares. Specific content is more helpful to potential customers and makes your brand stand out as a company that has already helped them solve their problems. "
Write a Headline With Key Words
"People are interested in learning how to do things. They will watch a video or read an article if they believe that content will tell them how to do the things they want to do. Their decision is based on your headline. Begin your headline with the words "how to," and write copy that tells the viewer how to do something. Example: "How to Make Instructional Content That Stands out to Customers.""
Be as Detailed as Possible
"The best instructional content leaves no stone unturned. Walk a user through a process with as much detail as possible. That way, a user can recreate what they need with no questions asked."
Keep Videos Short
"The average person tunes out of online videos after about two minutes (sometimes even less). If you think that your video needs to be longer than that, break it up into multiple stand-alone videos."
Show Customers Giving the Tutorial
"Nothing provides more credibility than having real customers talk about your product. Instructional videos can be monotonous because you show members of the company talking about something they know well. Having customers describe how to use your product in their own, unscripted way will be interesting and genuine!"
Publish a Polished Final Video
"When using a screen capture software the tendency in instructional videos is to do a quick video, talk over it, maybe show your video and then immediately publish it to YouTube. Instead, to make your video stand out, take some time to create an overview before publishing. Then, add some post-production flare to it: zoom in, make edits to remove your ‘ums’ and even add music and your logo."
Be Clear Upfront
"Before you jump into the instructional content, let your audience know what they can expect to learn and what you'll cover. Bullet points or a paragraph that describes the takeaways work well. This way, the right people read your content and have a problem solved versus reading it and walking away feeling like their time was wasted."
"People love consistency, and you can use that to your advantage with this content. Designate a day of the week or month on your content calendar to release an instructional video or article, and don't miss it! This will keep your brand top of mind, build a following and keep people regularly engaging with your content."