Which Content Form is Best for Your Second Act?

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A few weeks ago, I shared tips to build a business without losing your mind. As an extension to that discussion, your content is a hot necessity for building awareness and filling your sales funnel. However, your content can fast become a sanity-draining task. So how does one proceed?

Which content form is best?

Overall, there are three forms of content:

• Blogging—written
• Video (or vlogging)—visual
• Podcasting—audio

The most common form of content generation is blogging. Why? It’s traditional, easy to implement, and among the lowest cost of the three content forms. According to Hosting Tribunal, there are over 1.6 billion websites in the world and more than 500 million are recognized as blogs. Their authors account for over 2 million blog posts daily.

However, writing is not everyone’s forte, particularly busy entrepreneurs and small business owners juggling all their business tasks (and often multi-generational family tasks). Following recent discussions on content style and preferences in my professional forums, I wanted to get the details straight. Below are what three professionals offer in regards to their content specialty.

Video Content

It’s tough to find specific stats on how many video channels, vloggers, and website intro videos are in use, but Tubics.com states that there are more than 23 million YouTube channels available. To get the scoop on video, I interviewed Mary Scott, owner and producer of Make Believe TV, LLC. She creates produces video for small business, video introductions, and testimonials. She offers the following advice when it comes to producing video content for your business.

1. Decide where you are comfortable: if writing is your thing, then blog. If you enjoy talking, then podcast. If you are comfortable in front of the camera, then video is for you.
2. What’s the mission and goal of the video(s)? Do you seek followers? Do you want to establish yourself as an influencer? Will you monetize your video(s)? Is it to build know-like-trust through an introductory video on your website? Or is it for your ego? Your answers will determine what you say and how you present yourself.
3. If you want your audience to “meet you before they meet you” then video is your power tool.
4. When creating your own video, identify (with certainty) what your message will be and who your video is intended for (the same principle applies when working with a professional videographer).
5. What to be aware of: body language—if you are nervous, this will show in your video. Mary suggests imagine you are talking to your ONE ideal customer.
6. Equipment: for the DIY vlogger, your smart phone is acceptable because it puts your audience “right there with you”. You will need to practice to ensure lighting and audio are acceptable. Use landscape framing rather than portrait. Typical for mommy bloggers who want to share on-the-spot action and advice.
7. Editing time and tools. This is the where the greatest expense occurs in both time and money—whether you DIY or higher a video specialist. Equipment can cost thousands and there is a learning curve associated with how to use the tools and equipment.
8. Length of video: for most website introductory videos, keep the time limit under 2 minutes. Include one important point and one call to action only. The video and website should complement each other.
9. Mary recommends most businesses have a single introductory video on your site. In her words, “One is all you need. The SEO boost and improved Google ranking make a huge difference.”

Podcasting

Steve Stewart of Steve Stewart Podcast Productions, is a podcast producer and director of the FinCon Podcast network. He has helped several businesses and solopreneurs (including me) prepare for and understand what it takes to podcast. As of March 2019, Podcast Insights shares that there are over 525,000 active shows and over 18.5 million episodes. Steve shares the following wisdom regarding podcasting:

1. Know what you are getting into: it is time-consuming and complex. Once it gets running, it gets easier.
2. Podcasting is a way to pivot to what an audience needs; it is far easier to listen to a podcast while doing mundane activities—exercise, mowing the lawn, etc. It’s a powerful way to utilize free time and consume more educational information.
3. Podcasting is effective for all industries and topics.
4. Brand-building can occur faster since your audience gets to hear your voice. As with video, it boosts your know-like-trust.
5. What will your format be—monologue or interviews? How will this compare to what your audience desires?
6. The tools required for set-up, hosting, and editing a podcast can be cost-prohibitive. Steve reminds us to “know what you are getting into”.
7. He recommends anyone interested in being a podcast guest to invest in the proper microphone and headsets—it makes the job of the podcaster and their editing team easier (Thanks to Steve, I scored big points when I appeared as a guest on several podcasts and stated in advance that I had the top microphone!)
8. When transitioning to a podcast, it helps to have an established audience, which is typically built through blogging, content marketing, and social media.
9. If you are interested in adding a podcast to your brand, get involved first. Listen to podcasts. Appear as a guest. Learn from those doing it. Participate.

If podcasting interests you but cost is an issue, explore your public library. Thanks to Honna Veerkamp at the St. Louis Public Library, I discovered they have a service entitled, The Creative Experience, a “digital makerspace for independent and collaborative media creation.” For the price of your library card, you have access to the recording studio, editing pods, workshops, plus the resources available to learn podcasting (including Lynda.com). Check with your public library as the Creative Experience Labs are expanding across the country. Also visit the Your Library Podcast to get a feel of what libraries offer.

Blogging

This is the platform I utilize most because, well, I like to write, plus blogging is within budget and technical tolerance. However, my journey into blogging wasn’t all that enthusiastic. Get the story here. While I can offer plenty of ideas on how to blog, brand-builidng, and idea generation, I’ve asked Suzi Whitford from Start a Mom Blog to provide the basics of DIY website building. Here are her guidelines:

1. Start with a good website host! The cost can be as low as $3 per month and comes with a free domain name. BlueHost guides you through setting up the site, installing templates and they have amazing phone support for new accounts. If you’d like to create pretty pages on your website, Elementor, a page builder, has a free version to make your website look professional.
2. To retain control over your site, the best platform to build your website and blog is through WordPress.org.
3. If limited funds are an issue, you’ll need to search YouTube for free tutorials and put in the time to learn and apply. (Kristen’s note: being tech savvy is a BIG help otherwise the time and energy drain is sure to make you cuss and cry!)
4. If you choose to DIY, invest in a step-by-step course to help you through the process. Here’s a free tutorial to start a website and a blog: https://www.startamomblog.com/go
5. Common mistakes are taking too much time on their logo or other small details. If your website is easy to navigate, has great content and helps your readers, you’re golden.
6. Website must-haves include the following pages: Home, About, Contact, Disclaimer/Privacy Policy, and a blog.

As previously mentioned, check your local library for resources, workshops, and other helpful services to help you build and grow.

Lastly, building a second act can get overwhelming fast, but armed with the knowledge these experts provide, you’ll be able to make more educated decisions.

What is your plan? Got questions, additions, or ideas? Share them below.

Kristen Edens