Most people get really excited about starting a podcast or a video series, and they just jump right in without actually thinking about what they’re doing. They think if they just talk long enough, or post enough clips, something is eventually going to stick. But the truth is, the “art” of making high quality content that actually works is all about being intentional. If you don’t know your five W’s before you hit record, you’re probably just wasting your breath and your time.
At Flash, we talk about this a lot, because it isn’t just about having a high-quality camera or a nice microphone. It’s about knowing exactly what to say, when to say it, and most importantly, why you’re saying it in the first place.
It’s All About the Five W’s
To really master your content, you have to be able to answer the who, what, when, where, and why every single time you create something.
- What to say: You have to be intentional with your words. You don’t want to lie or exaggerate, because people see through that immediately, but you do want to use your words wisely. You want to leave cliffhangers, and you want to be creative enough that people actually want to hear the next sentence.
- Who you’re saying it to: This is huge. If you’re talking to everyone, you’re basically talking to no one. You have to know who is on the other side of that screen and what they actually care about.
- Why you’re saying it: Every piece of content needs a purpose. Are you trying to educate them? Are you trying to inspire them? Are you trying to entertain them?
- Where to say it: You have to put your content everywhere, period. YouTube, TikTok, Facebook, and Instagram are our “core four” that we love here at Flash, but really, your goal should be to be on as many platforms consistently as possible.
- When to say it: This is not just about understanding the timing and the pacing of your delivery, but also your consistency in which you’re publishing content on your channels. These algorithms love consistency.
Short Consideration Spans, Not Attention Spans
I hear people say all the time that audiences have short attention spans, but I don’t think that’s actually true. I mean, people will sit and binge an entire season of a show on Netflix in one night, so the attention is there. What they actually have is a short consideration span.
When someone sees your clip or hears your podcast, they are making a split-second decision on whether or not your message benefits them. They’re asking, “What’s in it for me?” and they’re asking it immediately. If you don’t answer that question in the first few seconds, they’ve already considered your content and decided it isn’t worth their time. You have to be intentional about showing the benefit to the audience right away, not just talking about yourself or your business.
Storytelling Is Everything (Even the Small Stuff)
A lot of people think their lives or their businesses are boring, but I’m telling you, you always have something to talk about, you just have to learn how to tell the story. The best storytellers in the world can make the most mundane thing seem incredibly interesting because they know that the money is in the small details.
It’s those little things that make people actually feel something. Think about how Netflix does their previews—they don’t give you the whole movie, they just give you enough of a “cliffhanger” to get you interested. You want to do the same thing with your content. Give them the details that matter, keep them leaning in, and always leave them wanting a little bit more.
Be Your Own Netflix Preview
When someone hears your name or reads your pitch, the first thing they’re going to do is look you up online. What are they going to find? If you’ve been intentional with your content, they’re going to find a cohesive, diverse presence that shows you are trustworthy and credible..
You want it to be easy for people to discover you and see examples of your work. Every podcast clip, every short-form video, and every speaking gig should be easy to find. It’s all about building that discoverability so that when you finally make a pitch or ask for a sale, the “who” and the “why” are already established. You’ve already done the work of proving you’re worth their time.
Making the Art of Content Effortless
We know that being this intentional with every single piece of content is a lot of work. Most people just want to talk and have the “art” side of things take care of itself, but it just doesn’t happen that way. You have to have a strategy for everything you create
That’s exactly why we do what we do at Flash Marketing Agency. We handle the idea conception, shooting, editing, distribution, and the strategy so you can just focus on being the business leader you need to be..
Our goal is to make sure your audience knows exactly what you’re saying and why it benefits them, without you having to spend twenty hours a week in an editing suite. We handle the “Art of Content” so you can handle the art of your business. Oh and we’re also really good at going viral too.