Hello and welcome to another episode of YouTube Success.
This is the YouTube Success podcast for business owners and creators who
want to get started on YouTube, but don't know where to get started how to
get started, all that kind of stuff.
And we don't have an intro, which I don't think I've
mentioned for a few episodes now.
So, please give me some credit for doing that or not doing that as a case maybe.
We're talking about signature videos today, signature videos.
And that is that really, what I want to do in this episode is probably..
Really what I want to do is hopefully change your perception of what a YouTube
video is and also when we're talking about this, hopefully change how you feel about
creating the content in the first place.
What I find with a lot of business owners is that they think about
YouTube as loads of effort, loads of effort for very little reward.
And there's loads of reasons why you might think that.
You might think that because YouTube is a long-term strategy.
It definitely takes much longer to take off, compared to some
of the short form platforms.
You might find that the rewards that you get in terms of inquiries
and leads and sales Might take a little bit longer to get started.
Now I mean I'm saying this for fat land because I'm thinking
about what you guys think.
But actually and let me know in the comments if you're
watching this on YouTube as well.
But actually, I don't think any of those things are true.
I think if you're strategic with your content, then there's no reason why
you can't get leads and sales quickly.
If you are strategic in the way you deliver the content, there's no reason
why you can't send people the audience of people that do listen, even you know a lot
of people talk about this with short-form platforms like I'm stuck in 200 view jail.
That's what they talk about.
But actually you only need like, if you're running a business where you need a
handful of clients every month, then what does it matter if only 200 people see it?
If you get 2 or 3 of those people to take some kind of action.
Actually, the compounding interest over time of those 200 people would end up
to be thousands by the end of the year.
Anyway, I digress slightly.
So I want to change that perception a little bit about the fact that
it takes a lot of effort and you don't get a lot of reward.
And I want to kind of move it to the fact that you're creating
assets for your business.
And I talk about this loads.
If anyone's ever seen me present live and maybe you want to come
to Creator Day, link is in the comments by the way for Creator Day.
We've got 40 speakers coming for creator day and it's on April the 11th.
If it's gone beyond that date, don't worry.
All the replays will be available in various different places, all that
kind of stuff, but creatorday.co.uk So I want to think about assets for
your business then and And the way I describe YouTube videos is a signature
video and actually I'll tell you the history of the signature video.
I did a course by a woman called Amy Porterfield, massive online influencer.
She helps business owners start courses and that kind of thing, really
really great programme that she's got.
And she talked about your course being your signature course.
The thing that you would send people to, a bit like my YouTube
Accelerator, send people to be like the thing that people remember.
It's your main asset.
It's your or your money making asset, you know, and so I kind of took that
and thought about this from a YouTube point of view and thought your videos
you create are signature videos then.
These are, every video that you have is not necessarily It's not like
you end up with a hundred signature videos, although you can in some ways.
Each one of them becomes an asset.
So if you think about every time you're creating a video, a piece of content,
what if you put the effort into those to make them the best piece of content that
you can make that stands out on its own?
And actually, we talk about this sometimes when we think about evergreen content
as well, you know, creating content that you can use forever because a
lot of YouTube videos, I saw someone recently put a YouTube video and he said.
Oh, my YouTube video is taking off again.
It's not done anything for seven months and now it's taken off again.
That's the benefit of these long-term assets.
And I've written down in my notes for this episode, long-term assets,
because that's what a signature video can be, is a long-term asset, something
that keeps giving you value or keeps helping provide value to other people
that then helps them come towards you.
So what is a signature video then?
So if you think about now that every video, every youtube video is a
signature video, one of the common questions I get asked is how long
does a video need to be on YouTube?
And there's this old quote and I think it was Dan Kennedy that first
said it, but you know, when I read these things in books now, I hear one
person say it and then I find that 20 years ago, someone said it before him,
him or her, I should say, or them.
It was Dan Kennedy that said you can't be too long only too boring, right?
That was the thing and I love that phrase because it kind of says that
when people talk about long attention spans or short attention spans, they
forget that we all watch Netflix and we'll binge watch a whole season in an
evening, you know, stay up to 2:00 AM to watch these things, like attention spans
are not short; your content is boring.
So you can go, really, the true answer to it is you can have a piece of content as
long as you like, doesn't really matter.
You can go as deep into a subject as you want.
I've seen, there's a lawyer, I think an American lawyer.
I can't remember her name now, she goes into detail into these like
crimes, case studies, you know, and they're like two and a half hours long.
And I think, if she can do that and people will watch it and she does
get a huge amount of people that watch these things because they're
fascinated by it, it doesn't really matter how long your content is.
But for a signature video, if we need something, if we're, like my
wife, she needs all the details before she does something, right?
She wants all the details in there.
If we need to give you the details, I would suggest 5 to 15 minutes
is a good length of a video.
Good length of a signature video.
I think in 5 to 15 minutes, depending on the topic, you can go into enough
detail to make that video interesting and quite meaty as well, 5 to 15 minutes.
I think on the short end, you're probably just going to introduce the topic talk
about it a little bit and then that's it.
But on 15 minutes, you could go pretty deep with that topic.
Now the other thing to think about with this signature video and I've already
gave you loads of stuff in this episode.
So loads of things we're going to talk about it on future episodes as
well I'm sure but I just want you to consider this signature video
to not be a second class citizen.
This is not something that we record on Zoom, it's part of a meeting
that we cut out of that meeting to make into a YouTube video.
We want to be purposeful.
We want to be intentional with what we're doing.
So we want to say we've decided on the topic, so for mine in this
episode, it was the signature video and that we're focusing on
delivering that piece of content.
And I use a post-it note.
If you're watching on YouTube, there's my post-it note.
I have 3-5 bullet points, in this case, I've got five bullet points.
I've got my title of my video and then I go through those bullet
points and make sure I cover all that within those 5 to 15 minutes.
And I waxed lyrical right, like I've not scripted this.
Some people like scripting, some people like to be able to read from a script
and have a teleprompter all that kind of stuff but for me, I like to just have my
title have my bullet points and let them things fly and that does mean sometimes
that there's not much organisation in terms of the delivery of something, but I
think if you are happy to deliver it that way and actually the main reason why I do
that as well is because when I've scripted stuff and I've tried to read it off the
screen, I feel like I sound really wooden and I feel like I'm concentrating so much.
I'm reading the script that I can't say what I want in the same way in which
I deliver these kinds of videos where they're a lot more natural I think.
Some people, they deliver teleprompter stuff, presenters
and that kind of thing perfectly.
Well, I know a lady that was in my old YouTube Community.
She said Matt I script everything and I did a podcast with her once,
and she sent me like a full amount of show notes, like this is what
we will talk about on this minute.
And then this is what we'll talk about.
And I was like, Oh my God, this is insane.
I couldn't, there's so much prep that goes into those kind of videos.
I couldn't do that.
I just like to go and shoot from the hip, so to speak.
Now in the next video that's associated with this, so this
is kind of, we're coming towards the end of the podcast episode.
In the next video, I'm going to talk about, in the next podcast episode,
I'm going to talk about repurposing this signature video as well.
So, I have a course called Content Repurposing School, and this content
is really part of that, albeit, you know, it's not a, I'm not taking this
and putting it into the course, I've got a different video that I've done
in a bit more of a structured way.
And I'm not trying to sell that course either really.
What I wanted to do is I wanted to give you some of this for free and for you
to understand that we start with this signature video, and then the next thing
we do is repurpose that signature video.
So how do we make that, signature video, that asset that we've got, and take
it and turn it into a whole bunch of content that we can use for our business?
Because if you think about this, and you've got a strategy where you're
gonna do one video per week on YouTube, we do that signature video, we take it
we repurpose it you could end up with, let's say we repurpose that into like 49
pieces of content, which is perfectly, you're capable of doing that with a
15-minute video, maybe not so much with a five but with a 15-minute video.
Um Then you'll have 2500 pieces of content by the end of the year, if you did
one video per week and then repurposed it.
In the next video, I'm going to talk to you about repurposing.
I'll explain some of the strategy around that and I'll talk about the
assets that you create as part of that content repurposing strategy.
Last thing I'll say on this episode is if you want to come and hang out with
us, we have something called The Creator Meetup, so it's thecretormeetup.com.
You can come and join us.
It's £12 a month or there's an annual price £97 I think and
then a lifetime price £297.
If you want to come and hang out with us over there, we have all the TubeFest
attendees, get access to that community and we're putting them in there.
And of course you can come and join, just on a monthly basis, and come and
hang out and talk about YouTube and talk about being a creator and ask
any questions and stuff inside there.
So we've got a whole community; it's called thecreatormeetup.com.
Link is in the show notes.
We'd love to see you over there.
So head over there to come and join us.
All right.
Thanks so much.
I'll see you in the next episode, all about content repurposing
for your signature video.
Bye bye.