Ian Anderson Gray refers to himself as a "recovering perfectionist." Despite having imposter syndrome and the urge to create perfect videos, he has come to understand that people want to see your imperfect, human side, just as they want a human side to brands, he explains.
You have to get over your fear, which is often at the source of perfectionism. Then you can worry about tech and topics.
We all know content marketing is vital in that it allows you to demonstrate expertise and knowledge and establish credibility among potential customers. But why begin with a blog post, Ian argues, when video can be repurposed into so many other things? "Video babies," he calls them.
"If you start with a blog [post], you have no video, you have no audio. If you start with video, you can then turn it into other video, you can turn it into audio, you can turn it into blog [post]s."
It's hard to argue with that.
This episode is jam-packed with information and inspiration, including the 5Ps of video, a step-by-step guide to tech you'll need, and a whole lot more.
Episode Details, Guest Information, and Referenced Links
Episode No. 2
- Live Date: June 15, 2022
- Episode Link: https://youtu.be/G0gF3ehbwfY
- Original podcast episode: How to Turn Live Video Into a Content-Repurposing Machine: Ian Anderson Gray on Marketing Smarts
Guest's Social media profiles:
MarketingProfs resources referenced in the show:
"In B2B News" article referenced in the show:
Full Transcript | MarketingProfs Live Show Episode 2 | Turn Live Video Into a Content-Repurposing Machine
This rough transcript is machine-generated. It's been only minimally edited by humans.
George B. Thomas: All right, we're live. That's right for episode two of the Marketing Sports Live show. Today we're talking about live video content hub and some B2B news. Welcome to the Marketing Smarts Live show by Marketing Pros and The Marketing Smarts podcast. We're gonna dive into B2B news resources, valuable guest content, which is gonna be clips of Ian Anderson Gray and much more this week.
If you're a B2B marketer looking for a place to learn, keep up to date. Have some fun along the way. Woo. Have some fun along the way. That's what we're gonna do. Grab a quick beverage. It could be sweet tea, it could be coffee, it could be whatever you want. Hey, in the comments, let me know what the heck you're drinking today during the podcast.
Get a notepad, by the way, or chalk for your wall. I don't care how you keep notes. But welcome to the show and we are going to have fun now, marketing Smarts live viewers. Today I'm super excited to bring you on episode two of The Marketing Smarts Live Show. Last week was episode one. If you didn't get a chance to check that out, you can obviously go over to the Marketing Profs YouTube channel.
We've got a list of marketing Smarts live playlist that you can dive into, and we're gonna bring these to you every week. One thing to know for the first couple weeks, we're actually going to do 12 o'clock and one o'clock and 12 o'clock, but that's not what it's gonna be like forever. We're just trying to figure out what is the best lunchtime for the B2B marketers.
In the world for us to actually bring this information. Now getting on with today's topic, today we're talking about live video as your content hub mindsets on viewers getting personal with your content, and also we're gonna talk about Adobe CDP, and B2B and whatever tips, tricks, strategies, or best practices that hit my brain along the way of this journey that we're on today for this.
Today, Gilbert, welcome Elias. Welcome. Glad to see that you guys and gals are here live. Again, what are you drinking? Where are you listening from? Let us know also towards the end of the live show. We'll ask like, what do you want to hear about next? What topics are important to you as a B2B market?
Now don't forget, today's video clips that I'm gonna be sharing throughout the episode are from our guest, Ian Anderson Gray, and they come directly from our Marketing Smarts podcast episode that we've done on how to turn live video into content repurposing machine linked to the full show is in the description below after the live show ends.
So you'll be able to click on that and go listen to the rest of all of the amazing, awesome things that Ian had to. Now when you think about creating video or a set of videos or doing live video broadcast, what comes to mind? I'm super curious because for a bunch of different people, it's a bunch of different things, but for many, it's either instant fear like, oh my.
God, I gotta do video or an immediate truckload of questions. Things like what camera, what mic, what software do I have guests? Is it only me? What audience do I serve? And so on, and so on and so on. And these become the like debilitating hurdles that stop us from achieving the potential future success for ourselves and for our business when we really can kind of just dive in in a simple.
And start to create video or live video, and especially, which we're gonna talk about today, if that video or live video is the hub to your content strategy, which leads us to needing like some smart questions and kind of a method to our madness. But what should your main focus be? Right? You have all those questions, you have that fear running around your head, in my opinion.
Ian Anderson Gray hit it out of the park with this statement right here. This my friend, should be your first major kind of thinking or thought. And what we're gonna do is we're gonna go ahead and play the first teaser clip out of the interview with Ian Anderson Gray and. This should be your first major thought.
Ian Anderson Gray: Content completely changed my business because it allowed me to demonstrate my knowledge, my expertise, and for people to find me. And people are searching for content. They're searching for answers to their problems, to their questions on YouTube, on LinkedIn, on Facebook, and whatever platform. And if you can be there the right time to answer their question, they're gonna start trusting what you say.
And the more they trust you, the more they follow. The more likely they are to then become your super fans and purchase from you. So it's all, it's all down to the know, like, and trust factor and creating content that is going answer people's questions and, and help people along their journey.
George B. Thomas: Help people along their journey.
Come on, let's go. The word trust the first time in this episode, but you see the content, the video content you create can dramatically impact your business. That's what I got outta Ian's teaser clip is, Hey, I started doing this content. It dramatically impacted my business. Why? Because it built trust with the potential community and customers that he was serving.
And could be the community and customers that you are serving. But what's funny is that there is also kind of a deeper problem here. If we know that video content or live video content can be the hub for what will help us be successful in the future. What the heck else is stopping us? Like, why aren't more people doing this thing?
And to be honest, Ian actually shares several things. But one of the biggest mental culprits you may be facing yourself is this right here. I'm gonna play it in a second. I want you to know authentic, transparent, vulnerable.
Ian Anderson Gray: Man, did I deal with this as well. But the other biggie is comparing yourself to others: comparisonitis.
I think with live video, this is a particular thing because we see other people out there and we see them and think they're better than us. I think that was my problem. I just thought that my background wasn't good enough and I feel stupid admitting this to you now, but there was my audience, they were waiting for me to go live and to share the, this amazing content with them, and there was me.
Worrying about myself, worrying about how good I looked, and it didn't matter. My audience didn't care. They didn't care about that. In fact, they quite liked my, the fact that I had a kind of a plain background and I was just getting in front of the camera and sharing my thoughts and stuff.
George B. Thomas: Stop worrying about yourself and comparing what you will do against what those around you might have done.
And I love that Ian was just kind of open to like, yo, this is dumb, but my background, my background was my hurdle and the idea that I had to be something else other than who I am. And man, does that ring a couple things in my brain. But just get a strategy in place and start creating helpful video content.
To be the hub of some other amazing content strategies. Now, notice I said The Hub to create some other amazing content strategies. We'll dig deeper into this conversation with Ian in a bit. But first, are you part of the Marketing Profs community online? I hope you are. If not, become part of the Marketing Profs community by heading over to improvs.com/mp today.
That's improvs.com/mp today. Guess. It's free, so you got no excuses. Become part of the community. We're pretty freaking awesome. If I do say, and we do say ourselves, now it's time for the next section, which is in the B2B news where we talk about breaking B2B news or really important tips we find. On the Google News tab related to you and your B2B business.
Today's in the news section, Adobe. That's right. Add c d p functionality for B2B use case by Don Flickinger from tech target.com. That's right. The site we ended up on was tech target.com. And here's the thing, Adobe catches up with the com uh, competi. With the release of new customer data platform, c d p features for marketers, including a data clean room and tools for B2B users.
In the article you'll read things like Adobe also released AI powered Predictive Lead and scoring and account scoring for its real-time C D P, B2B and b2. Business to person additions. AI lead scoring has been table stakes for sales teams using C R M and marketers using most other CDPs for a long time.
But Adobe is playing a bit of catch here to reach parody with C D P competitors and B2B customers. But the thing is, you as a b2b uh, marketer, If you're using Adobe, maybe you didn't know this happened, but it's in the news. And now, to be honest this is understandable as Adobe's c d p has been available for only three years compared to more, you know, mature c d p options.
If you wanna keep learning more, dive into this article. Then check out the link in the description below after this live broadcast is over. Because all the links, all the tips, all the tricks, everything is in that description area. Bonus. I also like that in this article there's a helpful video. You know me, and if you don't, you will over time.
I love me some helpful video, and there's a video on this page that is four Cookie Alternatives for the Cookie List Future. It's common people. It's coming to get us. We gotta be prepared. You gotta be getting some learning on that. Now let's dive back into kind of this interview with Ian Anderson Gray and get some more nuggets of wisdom from Ian Anderson around leveraging live video as your content hub.
One thing that's always helpful is, Getting started strategy when we're doing the podcast, whenever I'm interviewing somebody on any topic, I'm like, Hey, what are the ways that we can get started and listen in how Ian uses his five P's strategy. Around launching your his or your potential live show.
Ian Anderson Gray: I've got five stages that I've always taught when it comes to live video.
You've got, and I call this the five P's, you've got the first P is planning, which is probably the most important thing you've gotta plan. Then you've gotta pre-pro promote. Let people know that you are actually gonna go live so that you are gonna get some more people watching you. Number three is the production of the live show.
Number four is the post promotion. I had to think about that. Yeah, the post promotion. So let people know about the replay. And then finally, the bit that everyone seems to forget is the repurposing side of things.
George B. Thomas: Did you hear that? The part that people forget about is the repurposing side of things. We take time to like birth this piece of content, but we don't chop it up.
I'll get to that. We don't chop it up because there's something that we get to. I wanna dig into this repurposing conversation with Ian around the podcast episodes. He drops some serious bombs during that podcast episode, but one thing I immediately knew should be on the live show. That's right. What we're talking about today, that live show was his tips.
Three audiences. So now think about this. We're gonna have a conversation about repurposing, which is really, really important. And in that package, this clip of three audiences, because when you create video, especially live video, oh, I would say content in general, are you paying attention to your three audiences?
Let's see what Ian had to say.
Ian Anderson Gray: One thing that's really important when you're producing live content is to think. The three audiences. With most content, you've only got one type of audience. You've got either your, the readers of a blog or you've got the viewers of a YouTube video. With live video, you've potentially got three audiences.
You've got your live audience. They're watching now. They are hopefully commenting and getting involved. They can see each other. It feels like a community almost feels like a party, and you need to kind of have that make them feel loved. You want to highlight them on the screen and. That's the, they're the first audience, the second audience off from the future.
And before you think I've gone completely mad, these are the replay audience. These are people that are watching maybe a week, uh uh, in the future, right year in the future. So you've gotta think about how the experiences for them, and that's why I trim that beginning bit off. And we start with the main content.
And you also wanna make sure that you're not spending so much time with your live audience, that it becomes frustrating for your replay audience. And the third audience are also from the future. And very similar to the replay audience. They are podcast listeners and so they can't see what's on the screen.
And you just always need to be bearing in mind that the podcast listeners can't see what's on the screen. And it's a very intimate experience. What they're exp they, they don't see other. The live, the live audience or the live comments or anything like that. So you've gotta think about it that way. So planning the show is so important from that point of view, so that when you then repurpose it for later, it becomes a lot easier.
George B. Thomas: I love this mindset, this, you know, if you're gonna build the strategy, if you're gonna build the live show, keeping these three types of viewers or these three audiences, and if you're already creating live video content, have you been paying attention to your three audience, your live viewers, your future viewers, and the podcast listeners?
Let us know yes or no in the comment section, or use the hashtag MP b2b. What are your thoughts on using these three different types of audiences in your strategy? Now, if you have not started your live show as your content hub, because you're just watching it today, you're thinking, yes, this is gonna make sense bake this deep, deep within your strategy, think about those audiences from the get-go.
And don't forget that the link to the full podcast episode is in the description below, because by the. I'm just gonna throw this out there. I'm only picking out like pieces and nuggets, and it's not even like the largest of gold nuggets that you're gonna find in the podcast episode. Now we'll get back to Ian Anderson Gray and the you know, kind of tips and tricks that we're going through here in a few minutes.
Uh, where, but now we have to dive into historical content creation, streamlining your process and more. But you know what, we gotta get into the dope B2B learnings from the vault of Marketing Pro. Articles. That's right. It's time to dig into the treasure trove of valuable information and pull out two, two pieces of gold to help you be a better B2B marketer.
And today, since we're talking about live video as your content hub, I wanted to help enable you to create more human. More valuable content. So the first article is this, how to Get Personal with your Content, and it gives you five tips for content personalization. And you'll read about things like the importance of listening.
To the people that you're serving, analyzing and measuring intent, probably of them and yourself. Defining personas, mapping your content strategy, targeting the right channel or channels, and so much more in that article. Okay? Now again, you know the link is in the description below, but definitely check out how to get.
Personal with your content. Article number two for this week is four tips for building a realistic video production timeline. Now, I know today we're really leaning heavy on just this live video as your content hub, but whether it's live video and then you're breaking it into micro uh videos, there is going to be production and there is going to be a timeline that you need to follow.
In this article, they cover things like build in time for feedback. Plan for revisions, which man, the thing about a live show is you have that editing ability. You can go back and make revisions for the micro pieces of content. Oh, am I letting the cat out the bag that we're about to talk about something in the couple minutes with Ian here.
Anyway, underestimate how much you can get done with each filming day. Include your go-live dates in your timeline, and so much more. And now you can kind of modify your learnings for live video and regular video production as you move forward. But either way, live video or regular video, these two articles are gonna help you with your content, help you to be a better B2B marketer to learn more after the broadcast and to read both of these articles again, link in the description below.
All right. Getting back into this interview with Ian. Back to Ian, if you will. Let's be honest. Creating content can be super hard. I don't know about you, like I love to create content. I mean, shoot, I think I've created like 2000 HubSpot tutorials over the last, since 2013, so I love to create me some content, but every time I go to create it, it's, it's hard.
It's difficult. But what if there was an easier way to create that content and then from it, or form it into what might be things in the future? Now, Ian, again, we go, we go in on this section. Let's see what Ian had to say in the interview about kind of streamlining this content process, maybe.
Ian Anderson Gray: Easy-ish, potentially.
I am a recovering perfectionist and creating content for me has always been like really hard, like creating like blog, blog posts. It would take me weeks and weeks and weeks of time and effort to put these things together. Probably because like in my case, I was writing like 8,000, 10,000 word blog posts with live video.
Uh, once you've done that, prepare. You press the Go live button and you're spending say, 45 minutes, half an hour, 20 minutes, whatever you want, creating that content, you press stop and that's it. You've created content. Whereas with blog posts and other kind of content, you're, you're having to do all that preparation and, and all this other stuff.
And with live video, you don't have to.
George B. Thomas: I love that when he said, that's it, you've created content. He almost laughed and you could see the smile, rewind, rewind after the live show, and you'll literally be able to see like he, he almost giggles and smiles because as you can see mentally, You've accomplished a goal.
You've created a piece of content that historically was hard, but you hit a live button. Uh, you went down and surfed everything that you had to surf to go through to make it happen. Uh, but you've created a piece of content. But where does that magic? We've kind of alluded to for this live show and in the podcast of the content hub, mentally come in.
Well honestly, it's after the show is over and we're gonna listen in as Ian explains the process that happens after the live show is over. Uh, and as you listen to this, as you do listen to this, imagine the power that this would give your marketing and sales teams pertaining to powerful and useful content for your prospects, your leads, and your customers.
And the love, the trust because you're doing this piece after your live show. This is, yo, this is like worth the price of admission right here.
Ian Anderson Gray: I used to write, start with a blog. Now I start with my live show and I go live twice per week. And the, each of one of those shows becomes a blog post, becomes a podcast, becomes social media images.
I break them up into lots of snippets. A friend of mine, Amy Woods, she calls them video babies. So it's like your, your live show has had lots of babies and you're creating all these little snippets because. Not all of your audience are going to be able to invest that time into watching a whole hour show.
So you wanna create all these other little pieces of little snippets from your video. So that's what I do. I start with The Hub, is my live show each episode, and then from that I create all these other types of content.
George B. Thomas: So good. And by the way, it doesn't have to be an hour. It can be 30 minutes. It could be whatever you want as far as a timeframe, but so many great nuggets of information in these clips from Ian, and it's only the start.
I love this he said. Video babies. And I have to ask you, are you creating video babies? But even past that, if we just take it to the next level, think of it as content babies, right? You've got this video, this live show, and now you can chop it up into video babies, content babies it can be tweets, it can be all sorts of great things.
And we're gonna get some words of wisdom from Ian here in a few minutes. But right now it's time to turn the spotlight on you. That's. The marketing profs community, because we're heading into the section that is from the mp b2b or hashtag MP B2B community. Eventually. By the way, folks, I'm gonna get some sound effects, some intros for each one of these sections.
It just takes time to get everything in place, but at least we're bringing the content to you. Now. We search far and wide in the hashtag MP B. By the way, start using that podcast that hashtag universe defined amazing information and conversations to bring to the masses. So first, make sure you're using the hashtag and second, make sure you have fun and add value to the community cuz that's what I'm gonna spot out.
I am looking Facebook, LinkedIn, Twitter, all three platforms for you using that hashtag. You know what, I just thought I should probably start looking at Instagram too. Maybe TikTok, maybe the, I don't know, but we're looking at the hashtag, and then what we're gonna do is we're gonna spotlight you and or your crew on the.
Now today's spotlight is actually Sean Leahy. I loved, loved, loved his simple statement and his simple drawing. It actually brought me joy, like there, there are, well, actually I get a lot of joy, but this really brought me joy. And his post says, little drawing on the plane ride to San Antonio, Texas to spend a few days at hashtag L T E N.
Sharing the stage with a customer and showcasing their excellence is a beautiful thing. See you there, Nancy and Valerie. Hashtag mp, b2b. And I'm just gonna kind of explain the drawing. It, it is really good. Again, it's on LinkedIn. The link is in the description below. Uh, but it's, it's a bicycle and it's, anyway, you know what, no, I'm not gonna let the cat out the bag.
You need to. Click on the link. Go look at the post on LinkedIn, comment to Sean. Let him know he was on the show if you want to. But actually, just look at the statement. Look at the drawing because it's fabulous. And maybe it'll bring you joy, like it brought me joy. Now remember, community again, I'd love to shine the spotlight on you on the next show or a future show.
So make sure you're using that hashtag MP b2b. And uh, we'll let it shine. We'll let it. Now back to Ian. One of the things that we do on every episode of the Marketing Smarts Podcast is we ask them for some words of wisdom, and let me be honest with you, B2B marketer or person who is watching this, even if you're not a marketer, because we don't judge here, you could be sales, you can be service, you can be whoever.
You can watch this show. I need you to listen closely. To these words of wisdom that Ian shares. If you really wanna know your consumers, what they find attractive about your company, it's found in these final words of wisdom that Ian Anderson Gray shared with us on the podcast. And again, I'm gonna restate this, if you truly wanna know, What your consumers find attractive about your company, no matter what size of business you've got.
Ian Anderson Gray: I think that if you are on your own, there's a, there's a temptation to think this way if you're a small business. Same thing if you're running an enterprise. Same thing. We got this temptation of wanting to appear better than ourselves to appear perfect. And honestly, let's think about this. Does, do you find that as a consumer, do you find that attractive?
Personally, I don't. I actually found this maybe it's last year. I remember going through some Instagram stories. From my friends and I was kind of walking looking through them and, you know, you can just like tap the screen to skip, but I remember just skipping to the next one. Um, and I, I, I went back, I thought, I wonder why did I just skip that?
And I look back and it was because it was all professionally done. And it was, it was, it was almost clinical and there was like a professional voiceover and the person was looking perfect. I just thought, well, that's an ad. Obviously that's an ad. I'm not interested in that. And I was more interested in the human side of things when people were talking about their, maybe their struggles, what they struggled and what they learned with and, or maybe they were out and about and they were sharing their thoughts.
And so doesn't matter what size of business you are, the human side of ourselves, of our business is what is attractive.
George B. Thomas: It was almost clinical. Listeners, I have to ask you, are you creating clinical content? Are you creating human content? That's my question that I want you to unpack and think about for this week until we get to episode three of the live show.
Hey, make sure you head to the description below. Click on the link to the Full Marketing Smarts podcast with Ian Anderson Gray, and keep on learning about how you can make live video your hub for your content strategy. If you got value out of today's show, hit that like better yet, share it with a. I mean, let's break the internet.
Just everybody needs to watch the New Marketing Smarts Live show. We're having fun, we're adding value, but to keep learning more, hit that subscribe or watch additional videos on the channel. Go tune in to the original Marketing Smarts podcast episodes that we have out there on your favorite podcast app.
And don't forget to become part of the Marketing profs community by heading over to improvs.com/mp today. It's free. Go do it. And as. Remember to be a happy, helpful, humble B2B marketing human. And we'll see you on the next Marketing Sports Live show next week. Enjoy and have fun.
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