- Education, it can build economies and it can change lives.
It provides people the career mobility
they need to be the person they want to be.
And, it allows them to put food on the table every night.
If you want to attract and build trust with an audience,
you just need to help them be successful.
Hi, there.
My name is Eric Peters and today I'm going to be talking
to you about creating educational video content including
what we've learned over the years here at HubSpot Academy.
I've led marketing for HubSpot Academy for years
and it's been an honor to work on a program
that helps so many people learn marketing,
sales, and customer service skills.
HubSpot Academy is the free training
and certification division of HubSpot.
We have almost 30 people on our team from professors,
to content editors, to learning and development specialists,
web developers, acquisition marketers,
and of course, video producers.
Not only does the Academy help HubSpot's customers learn
how to use our software, but it helps our free users learn
our free products and introduced thousands of people
to the HubSpot brand everyday by helping
them progress in their careers.
The demand for video based learning is massive.
Student debt in the U.S. has risen to outrageous amounts
and business students aren't learning
the digital business skills at most universities
that they need, to get a job or be successful in their job.
Not only that, but consumer behavior is changing
so fast that business professionals have
to constantly be learning and evolving.
As a result, the do-it-yourself education movement
has exploded.
Coursera has 28 million users.
YouTube is the second largest search engine in the world.
We watch over a billion hours of YouTube videos per day,
more than Netflix and Facebook combined.
Searches for how-to videos on YouTube,
have been increasing 70% year over year
according to Brandwatch.
Training topics that change quickly are hard
for university curriculums to keep up with,
which is why we in the industry have to step in
and create that educational content.
In order to understand how HubSpot Academy got
to where it is today, you'll have to understand
how it started and how it's grown over the years.
At first, our sole focus was on customers,
just teaching them how to use HubSpot's marketing software.
We realized early on that marketing software in particular
can be pretty easily misused.
We really needed to teach our users how to
be good marketers not just good HubSpot users.
It's a good thing we did that,
because our maniacal focus on helping our customers
be not just successful HubSpot users,
but successful marketers, caught the eye of the industry.
- Hi there, I'm Lindsey with HubSpot Academy.
Let me introduce you to the world at InBound and provide
a big picture view of everything you need
for successful InBound strategy.
So, why InBound?
Well, InBound is transforming
the way the world does business.
In today's world, buyers have all the power.
Think about the process you went
through the last time you made a purchase.
Did you call up a sales person asking to buy?
Or did you get online and do some research?
I'd be willing to bet you did your research.
InBound is a fundamental shift in the way you do business.
Instead of an interruption based message,
where the marketer or sales person has all the control,
InBound is about empowering potential customers.
The outbound way of doing business
is interruptive and business centric.
Ever receive an email that
you didn't find helpful or relevant?
What about getting a cold call about a product or service
and you knew nothing about, and had no idea
how they got your phone number.
The traditional way of doing things is convenient
for the company, because they can push a message
to someone whenever they want.
Even when the potential customer doesn't want it.
It's not such a great experience for the real life person
on the other end, that potential customer.
InBound is focused on getting found by
your potential customers and building trust until
they decide to be your customer.
Wouldn't you prefer to deal with a business
that's focused on your needs instead of their own?
- We aim to educate and inspire people so that we,
together, transform the way the world does business.
Being extremely principled and mission driven
has allowed our team to maintain that focus
on delivering educational video content
that solves for the customer.
Knowing your audience well is crucial
to picking the right topics
and delivering the right level of training.
We've learned over the years that a lesson
that one person considers introductory,
another will consider advanced.
So I've recommend working backwards from the change
in behavior you aim to invoke
and then lean on the side of advanced.
When educational content is advanced enough
for your audience to need to work hard to understand it,
they tend to value it more.
If it's all content that the learner already knows
they might feel like they waisted their time
or not watch anymore of your video content.
It's also important to know how
your audience prefers to learn.
For instance, if the majority of your audience
is busy during the day, or perhaps they work
in situations where their boss isn't okay with
them doing video training while on the job,
a more mobile friendly experience might be expected.
That will change the visual composition of your video.
You'll use bigger text, fewer visuals,
and really focus on the audio track teaching
the user everything they need to know.
While I'm talking about video formats and accessibility,
I wanna make sure I mention that educational content
has more stringent requirements for accessibility.
If you want to walk the walk of a true educator,
you'll need closed captioning on all
of your educational videos.
Over 450 million people worldwide are deaf
or hard of hearing, and that number is expected
to reach 900 million by 2050,
according to the World Health Organization.
There are dozens of transcription services to choose from,
many of which are relatively cheap.
So to us, it's an absolute must
for educational video content to have closed captioning.
Not only will it help more people watch your videos,
but it will also provide search engines,
additional text-to-crawl,
and increasing your search rankings,
and helping more people find your video.
It's really a win-win.
In terms of our process, we like to think
about educational videos the same way
HubSpot's product team thinks about software applications,
they're never really in their final form.
As the topics and demand for training changes,
your videos have to change too.
This is especially true when you're teaching people
how to use software because features
on the user interface are going to change.
For this reason, take an iterative agile approach
to your educational video content.
Release early and often, gather feedback constantly,
and act on that feedback in the next iteration.
If you're going to create training content,
don't let view counts be your driving metric.
This type of content is about having an impact
on your audience and truly transforming the way
they do something.
Measure success by their feedback
and their engagement rates.
Don't be afraid to remove and replace videos
because having outdated training content
in the wild, can confuse your audience
and even hurt your reputation as an educator.
When you're thinking about your educational content
like software, that you're going to release early,
gather feedback, iterate on, and release again,
it's easy to see why process is so important.
Here are 10 steps the HubSpot Academy team goes
through to create a new video lesson.
There are quite a few intricacies involved
in creating fair and productive assessments
to go along with your educational video.
But, to keep this video focused on video learning,
I've purposely left those out.
Remember, your process isn't just a list of steps
to produce your video content,
it's something that you can optimize over time.
At the end of each video creation process,
take a moment to look back and see what worked
and what didn't, your process should evolve over time.
We start with the learning outcome.
After watching this content we want the learner
to be able to do x, y, and z.
Put that at the top of the page and don't forget it.
We then split that learning outcome into themes,
each with a more granular goal and objective.
For instance, in this video the learning outcome
is to provide you with an understanding
of how HubSpot Academy builds trust with online education.
To do this, I needed to first tell you why video learning
is in demand, why HubSpot Academy
is a credible source for that information,
and why knowing your audience is so important.
And now, I'm telling you how to create a new piece
of educational video content.
In many cases, each subgoal will have
an activity and assessment.
Pairing educational videos with activities and assessments,
pushes the audience to apply
what they're learning immediately,
which helps them retain the information.
Chris LoDolce, who leads our professor group,
puts it best, you can forget what you learn
but you can't forget what you understand.
Step four, once we have those goals, objectives,
activities, and assessments on a table,
we expand on each section with a full outline
of the actual content.
This is one we choose the order in which we introduce topics
so that they build on one another.
And it's where we choose the examples we use
to demonstrate those topics.
We often split up the outline into multiple videos
so that the learner isn't forced to sit
through an hour long video.
As you know, engagement rates on four 15 minute videos
are typically higher than one 60 minute video.
Notice that all of this documentation occurs
before a camera is even turned on.
At this point, the backwards plan is almost complete.
This is our first chance to ask the team
for feedback on the plan.
We also do user research by discussing the plan
with members of our target audience,
university professors, and hiring managers.
It's a lot easier to implement feedback at this stage,
so we take advantage of it.
Next up, step six, we turn those content outlines
into scripts.
Over the years we've gone back and forth
on our scripting methodology.
When we have an external influencer teaching a lesson
they tend to know the topic well enough
to do it without a script.
But by and large, we script the content
out as much as possible.
It allows us to have more control over the content
and saves us time editing later on in the process.
Step seven, along with the script we create visuals
to help get complex points across.
These might be frameworks, examples, statistics,
bulleted lists, you name it.
The benefit of video learning
is that it's more immersive than a textbook,
so make use of the format.
- And so, when it came to measuring marketing,
that became at scale,
that became a pretty precise engine to run.
Because you could imagine a chart where it's like okay,
Mr. Marketer, your supposed to generate $100,000
of lead value for the midmarket team this month.
Everyday we can draw a straight line that goes
from zero to $100,000 of value, spread over 30 days.
Now, you can't have marketing run this super campaign
in week one, get to the 100,000
and then go to sleep for three weeks.
I just don't have the salespeople to call those leads
and you're gonna waste a bunch of them.
Similarly, you can't have marketing go to sleep
for the first three weeks in the month
and then run a super campaign at the end.
I got reps sittin' around for three weeks doing nothing.
So, you know, when you have five salespeople,
six salespeople, not as a big a deal,
but when you're going to start the scale,
when are you gonna start to grow?
You've gotta have a much more precise engine
to hug that line really closely
and make sure the lead capacity
you're sending to your sales team,
matches the sales capacity you have to receive it.
- As Mark said, this matters more once you start
to grow, but it's an important thing to keep
in mind regardless of what your current size is.
- In step eight, the first real video stage
is our rough cuts.
The speaker is recorded reading their script
and the visuals are edited in roughly.
This stage gives everyone involved a clear understanding
of what the script and visuals look
and sound like as an educational video.
- Before we dig into strategy,
let's take a moment to define
what a marketing conversation is
and how it fits in with the other moving pieces
of your InBound marketing strategy.
So, what is a conversation?
A conversation is defined as an oral exchange
of sentiments, observations, opinions,
or ideas between two or more parties.
When you think about conversations today, however,
these interactions happen over a variety of channels.
If you wanna chat with someone,
you can meet in person, talk over the phone,
or through a video chat, via email,
using a platform like Facebook Messenger,
or even through social platforms like Twitter or Instagram.
You've got quite a range of options.
With this in mind, let's expand the definition
to a conversation is an interactive communication
between two or more parties.
Did you happen to notice a common theme
in the way people communicate today?
- While I won't get into the details
of our production equipment in this video,
I will stress the importance of good audio quality.
You can tend to get away with so-so video quality,
but don't take any shortcuts on audio quality.
Wistia has a ton of great resources
for choosing production equipment to fit your needs.
In step nine, rough cuts will
be passed around to predetermined stakeholders
who will inevitably find dozens
of tweaks that you didn't see.
As with any creative endeavor, when you're too deep
in the content, it's easy to miss small things
that might be confusing to the audience.
It really helps at this stage to have someone
who is completely not involved in the video creation process
to provide their take on it.
We make a ton of adjustments to the script at this point
to make sure we're teaching these topics clearly
and using phrases and examples that will lend themselves
to localization, should we decide to translate the video
to different audiences or regions.
And our final step, with that feedback listed
out clearly for the video editor,
it's time to create the final cut.
Remember, when I say final,
I really mean first iteration of the video.
More feedback will come in when the video is out in the wild
so don't fall in love with this first version.
Along with video editing, adding music and branding,
this is also when you'll get a transcription created
for the video so you can publish it with those captions.
Now let's move onto distribution.
Your educational video content is ready.
Publish it and use short clips from the video
to help you promote it on social media.
It's up to you how to distribute your new video
but my advice is, don't let this be a last minute decision.
Think carefully about how your audience finds training
and develop a distribution plan
that aligns with that discovery behavior.
You don't wanna go through all of the work
to create a great video and not have a way
to get it out to your audience.
Over time as you keep repeating this process,
you'll train that audience to expect new videos regularly.
At this point, it's a good time to zoom out from
that one video you just made and think
about the library of videos you aim to create.
Be strategic about the topics you choose.
Are they in demand?
What are the monthly search volumes for those topics?
What is the purpose of this content?
Is it to train existing customers or employees?
Is it to be found on YouTube.
We often check online course providers
like Udemy and Coursara, to see which courses
are trending and how they title them.
This high level view of your training program allows
you to think of all your educational videos
like one big publication.
All of those videos will combine into
an incredibly valuable content library for those seeking
to learn about the topics you choose to teach.
I hope this video helped you learn
how to create educational video content
that educates and inspires your audiences.
Remember, educational video content is an iterative process.
Grow your videos on engagement and impact
and focus on your audience's needs.
This will let you create remarkable educational video
and build trust with your audience.
If you've made it this far in this video,
tweet me your questions and feedback at EricPetersO.
I'd love to hear what you're working on
and how this video inspired you to change the way
you create video content for your business.
Thank you.
For more infomation >> State Education Dept. investigating incident at Syracuse City Schools - Duration: 4:31. 
For more infomation >> Accounting Program Preview - Presented by McMaster Continuing Education - Duration: 44:19. 
For more infomation >> Education commissioner: RICAS results 'sobering' - Duration: 4:10. 
For more infomation >> Massachusetts Education Equity and Excellence Summit held in Springfield - Duration: 1:27. 
Không có nhận xét nào:
Đăng nhận xét