Make Movement-Building Content Before Education Content To Stand Out

hey everybody uh welcome back welcome to the video marketing made easy podcast where we believe that video

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is the most powerful way to monetize your message stand out in the market and grow your business um in this podcast we talk

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about practical strategies to grow your business with video so if you struggle with growing your audience and getting the

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the word out about your podcast or sorry your product service we're doing a podcast

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we're here to help you uh i'm josh crandall and i'm joined with uh dallin today and what's up

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everyone hey and uh yeah today's today's topic we wanted to talk about

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why you should be making movement building content before educational content in order to

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stand out um and down our specialist here marketing specialist basically and

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whiz is gonna share some insight on uh on why that is it might at least to me

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it was kind of a new concept down it's pretty interesting to bring up uh but let's talk about it for a little bit why should you be creating

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movement building content rather than uh educational first so

The problem with education content

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yeah definitely well what i find is that a lot of brands entrepreneurs no matter what

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stage they are in their business don't stand out and they don't stand up

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because they are trying to publish too much education content how-to content because they're catering

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to the algorithms all the seo work which definitely has

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its time and place and for sure you should be doing that otherwise you won't be discovered organically or for free you know on

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google and youtube but in doing that you're putting out all of this

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facebook live content you know we're actually doing one right now and recording this put in all this youtube content this is

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also youtube based as you should right to get that attention but what happens

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is that if you're talking only about how to do something right those 10 steps

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um which sometimes become a catchy blog article but uh what happens at the

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end of the day is that anyone can go and put out education content and a lot of education

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content is gonna look the same because there's only so many ways to do something you know if you're gonna tell

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someone how to write a blog on wordpress and that becomes your education content

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how many other types of videos are you going to find on say youtube or blog articles that are going to be

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about that topic that's not going to allow you to stand out because everyone can talk about that

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topic in almost the same exact way and so what happens

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is you struggle to really be different you struggle to really build a movement

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around your content because really at the end of the day in order to create content that does stand out and this

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when i say content you know we're talking about videos podcasts blog posts social posts whatever it may

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be that involves the written the visual the audio form of content any content

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in order to stand out you need to invite people into a story that's about them you need to

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speak to their identity you need to help them feel the sense of belonging and that's why we called it movement

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building content because when they can feel that sense of belonging and connection to what you're talking about

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and that you understand them deeply and you build that con that connection with them

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they can feel like oh my goodness like it's not just helping to feed my my mind but it's

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helping to feed my soul and the heart behind what i want to do or you know what they're up to because

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uh if you think about some of your favorite brands today you are not following them because they

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are educating you on how to do x y or z but they are helping you become a better

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version of yourself um and if you think of some of the most recognized movements out there whether

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it's social political religious business based

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the most popular ones are built around this idea of a movement and they give people a sense of identity

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what we do is we call our clients and our audience visionaries because at

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the end of the day we believe your vision is only as powerful as your ability

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to communicate and talk about it and uh you know it's in in part of our our

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mission in fact that relates to movement building content is

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the belief that we believe it's time for you to take a stand for what you believe and fully commit to the brand mission

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you feel called to build we're here with our video supply

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brand to help you clarify create and communicate your vision for a more happier

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meaningful life business and community and that's only done through your ability to

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communicate a clear message and invite people into that story that you're telling

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and that's all about the movement building content well josh joe what have you seen um so for some

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contest i guess um i hired josh probably about six months ago

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pulled him away from his previous uh career employer to be like hey come

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come work and help me build this this brand and in his previous work and you know he

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still consults and works with them um he did a lot of nonprofit work right

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josh so how would you say non-profits um and those who are all about brand

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awareness and communicating and messaging in people to buy into a cause um how do non-profits

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or brands like that um create movement building content that is a good question um

Feeding an algorithm

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the so so what's really neat about um you know and you were talking about um

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feeding an algorithm right and so it's like what content you got to put out there to become relevant right so there's i think you know and and sometimes it's

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perspective sometimes it's um whether it's misinformation or or or whether it's a strategy i mean sometimes

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you need to feed that animal you need to feed the um the algorithms in order to to get out

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there and to stand out but but yeah it's so important to build that that content um so to answer your your

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question how do non-profits so i did i did work with um i worked with uh ul firefighter safety research

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institute um focused mainly on firefighting um increasing firefighters knowledge in

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order to you know let them be more effective and in turn that'll save more lives and protect more property which is what firefighters do

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um and so um these non-profit organizations have got

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a special mission to achieve and it's only as relevant as you can make it right and so

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i got brought on as a full-time video creator it was kind of a special role because it was extremely unique i didn't know um

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i i don't know of anybody who had the the first the money to invest in a video

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department um but then also to put the time and effort into that that marketing messaging and so

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you know we created content that was very educational very i guess documentary type ish but then we

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you know we had a we had an opportunity to promote kind of a life-saving message and it's called close before you doze

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right so and that promotes closing your door before you go to sleep at night or closing your doors if you leave the

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house or whatever it is and so that because doors can act as a barrier to stop you know

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products of combustion heat fire whatever from moving throughout the house right so it's um so you should close your door before

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you go to sleep at night there's a free plug for them but um but uh but basically we wanted to

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promote this message right we want to create a movement around close before you doze because um you

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could stop drop and roll you think about how many people combust spontaneously right you know you always hear about

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stop drop and roll case you get on fire i've never been on fire i don't know many people maybe one who

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needed to do something like stop drop and roll but um but we wanted to get this message out right it was we wanted to build this

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movement behind it so what did we need to do right and it was um it was one of our efforts to create

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this public service announcement basically um and we made a different approach to our regular

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approach right so we are so used to putting out this edu educational content we said what if we

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speak to what if we speak to the individual here and try to reach them try to make a

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connection with them through video because you know if you really think about it the the videos

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that really stand out to you at least to me i can say this for me but i think the videos that stand out for most people are ones where they've felt that

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connection they felt part of a movement they felt um like wow you know i could be a change

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for something better in the world right and those really really stand out and so

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um so i approached the director of the institute one day and i said hey

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look what if we approach it in a different way and i showed up some examples of brands that have reached out to

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their audience to make a you know more of a connection um and i told her i used the example of

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dove they did the best a video on where they connect with their audience through they did an artist

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right they took an artist and had him draw somebody based on how they were describing themselves and then they had somebody

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come in and draw them based on how that person saw them and there were two very different

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sketches one was very self-critical and then the other was a lot you know more pleasant and so then

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they showed it to them it was very heartwarming and and it was by dove right it's dove is a

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i think it's just a soap company right yeah it's got shampoo and conditioner but yeah the product

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itself is very simple right like how many shampoos are out there but what did they do what you're speaking to right is like

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they spoke to a greater movement uh that transcend product itself yeah so

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what we did so i approached him with that i said what if we i literally said what if we build a structure we can burn

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inside of it which is what we typically did there we actually to do our fire experiments we build structures set them on fire and film them and study

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firefighting tactics but i was like what if we built a structure that we can take the walls off and basically show like here's what it

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looks like with your door closed in a fire here's what it looks like if it's open right and and then we'll take

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individuals kind of do a focus group and then show them that experience right

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and it wasn't it wasn't i mean it was intended to be educational but it was wrapped in more of a movement type thing so it's

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we wanted the viewer to connect to the father who has children sleeping at home or the stay-at-home mom

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who you know also wants to protect their children but um but really there was learning through

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this experience um and it really allowed the viewer to connect and this this campaign

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um this particular year went crazy viral um good morning america caught on to it

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and we actually built another structure to do another one of these burns in uh the the year after and and the reach

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of that um was you know through the analytics and the marketing analytics that we did um was the reach was uh around a billion

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is what it was um that's insane yeah so i mean it was it was absolutely

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insane and um a billion impressions is what it was so

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the um it was just it was just a fantastic change to um the the simple

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educational content like hey here's another fire safety message right rather than like hey look at this and this is how you

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know real people feel about this here's here's how you might feel about it here's you know this experience right

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and so that movement that it created i mean there was so much behind it

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uh and i think and you might have to help me remember i don't know if it was um is it story in motion or something

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like that i i remember somebody saying you speak to the heart to move the mind and really that was the premise behind

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doing this whole thing was to show real people make a connection

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and you as a viewer with your invested time you experience that change with them you

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know so so yes like uh yeah so as you're building

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educational content you know why are people gonna come to you they're gonna come to you because they

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trust you right and so you get people to trust you um you got to make that connection so you

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know yes building um movement building content before

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educational content is going to help you greatly uh increase your impact so that was a long

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answer to your question darling no that was such a great answer though because what's powerful about this is

We all have a cause

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maybe not everyone out there i guarantee you not everyone out there are non-profits but what you can pull from this example

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is the fact that we all have a cause and a mission we're seeking to build whether we are monetizing off that or

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not um we all need to sell people on ideas and the sense of belonging

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and connection uh because in doing that and then you can build demand you know uh josh through this campaign

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and this movement building content that he built over in this particular instance was all

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about kind of building that that demand and that attention around this idea you know it wasn't

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uh it's not you you approached them and you know and you built out this project with like hey let's do this educational

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video around how to close your door before you sleep um step one

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you know approach your door step two close it step three climb into bed you know dry

What is your movement

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pretty dry contact pretty dry and and anyone can go and create that but what uh is harder to do but often

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and almost always i would say far more impactful is the focus on how can we be more

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creative and different with this but in a way that gets people to really stop and pay attention and so as it

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relates to your business and what you stand for is obviously before you can even create movement

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building content you need to understand what is your movement actually about who are your

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people uh what's your message what's your vision for the future for yourself for

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your business and people that you serve because you can't create movement content

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until you're clear on that because as you get clear in that and as as josh had mentioned you know

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then you can talk to people's identity you know in this example of close before your does that

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kind of movement you need to speak to the identity of the parent or

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whoever you know exactly was spoken to in this type of content because um that identity is where

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it's it's that's really born out of the heart in order to move the mind um and you

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know you find this in religious movements um you know religiously you know christians identify as children of god

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right it's a sense of identity and belonging to um a larger family that's bigger than

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themselves and when you do that in your business and invite people into this movement

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that is bigger than them that's bigger than you and you can continue that conversation

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beyond just the education and the learning from you um granted you know let's say you're a

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coach or consultant or course creator out there a lot of times the education content you put out there

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is to better their lives and it improves them and it gives them a sense of identity a little bit and a lot of times people

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find that inside of your programs your courses um but you need to be able

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to attract them through a sense of identity-based messaging and so get clear

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on that i mean the step one before you go and create hit record in anything is you need to actually know who you're

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talking to and what the right what the identity is and what the movement is and oftentimes

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you know the description of a movement you think of some of the again the famous ones out there good or bad whether it's the nazi movement or you

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know a positive religious movement or social movement you know they all do something that

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follows similar formula of movements that are being built uh they gives that they give

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people a sense of a future vision or a future cause to believe in like hey if i follow this movement if i

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do these things my life will look like this and so really painting that picture is

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really an essential piece of a movement characteristic of a movement then there's a an attractive hero or heroine

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a leader that you can follow and stand behind religious movements have you know um

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maybe it's a prophet maybe it's uh someone else who leads it you know political movement

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it's usually the candidate uh social movement it's usually uh the main voice

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behind it you know you think of mlk martin luther king and uh and so someone who is not

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attractive in the sense that they're physically attractive attractive in a sense that people want

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to be more like them um and that's why i think online courses and programs are so

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powerful because there's a sense of transformation inside them where you're offering people to

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follow a similar path that you have followed to be successful um and so they're looking to you as that

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coach or that leader to guide them to success and then so yeah those are two

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um key characteristics um but then also there's a sense of a plan to follow

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um as a third character characteristic of a movement so that plan should be simple should be easy to

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follow like easy in quotes uh the journey may be hard but like easy to understand so you're not going to want to give

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people like hey in order to be successful to say become a visionary or to follow this

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movement you're going to have to follow this 50 step plan and you can't arrive there until you complete all 50 steps

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that's going to overwhelm and complicate things and people are going to go find some other movement to stand behind

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and so keep it simple uh keep it to three steps um i would say

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and then maybe within those steps there are more micro steps uh to follow um but yeah i would say

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three to maybe five steps um it keeps it simple anyone can understand

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it but then as they're doing that they can look to you as the guide as a leader to follow

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and then know that the place they're going to arrive at is a future vision of a lifestyle of a

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lifestyle of a business successful business what have you you know religious kind of

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speak to you know the afterlife uh right and so it's it's that kind of future that you can believe in um and

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share that belief with those around you within that movement so

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yeah yeah the um in talking about uh and like you were saying before um you want to create messaging that

Creating messaging that stands out

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stands out to them right so i guess kind of can you how would you help differentiate you know

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someone who wants to build a movement type uh you know whether it's an ad or or build

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a movement just in general like uh how can you help distinguish

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like talking about yourself versus like talking about the movement and and which one to push right because

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when do you bring yourself into the picture etc like um because you and i don't we've talked about a little bit about on the podcast

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too about like you talking about all yourself and like creating oh here's my brand story you know people aren't going to be in as

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investors not about you yeah exactly so can you talk a little bit about that like how do you distinguish you know like talking about

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yourself versus your movement totally well uh you know i hate to use

Movements are based on perspectives

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this as a reference but let's speak of the nazis real fast you know you think about earlier because i didn't expect that yeah so sorry yeah

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you're like oh that's pretty that's awesome oh no it's true like

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that's why you got to recognize you know um movements are all based through perspectives the

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belief systems and so those often in a movement could be brainwashed or view their movement as

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in quotes the right way to do it um and while others view it as the wrong

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movement and even if like you know with common sense with like morality

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decency integrity like all those great attributes you know and and there's a truly a positive movement

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that is better in people's lives there's still going to be opposition no matter what um

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there's always you know as as much as there is a hero of a movement that exists there's

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always going to be the villain there's always going to be the villain people who oppose it and so as far as the the leader

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that people gather around and not making the story about them i would say you should always

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particularly if you want to build a movement and you know and focus on the standout type content movements

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because uh because one of the third pieces is that leader element you need to if you want to be that

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leader and build that movement you need to be part of your content you need to be the face of your content

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because if you don't if you don't give a face to this movement and people are belonging to something

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that um doesn't have that human connection behind it um

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if you're trying to say like make 50 people or the entire audience the entire movement

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the leader then there's going to be confusion as to like well who's running the show or who can i look up to um who's truly

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painting the vision of the future that's you know steve jobs right is someone we think of with apple and he built that that type of movement

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of thinking different um and he became that face walt disney became the face of the front runner of

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storytelling and creativity um and that's why those brands still exist today is because they establish

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the movement to then exist without them yet even if you pass you're still remembered um as the

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leader of that movement and so you should be in the content but when you talk

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about this movement you you deliver messages within

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this this movement you need to speak about it from a way that's not all

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about i i or me me me um because then you come off arrogant and self-centered

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um and it's you're far more personality driven and you need to be about you you um and speak to that audience

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and so that's it's a tricky line to to follow um because there there can be a lot of

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arrogance through the process and feeling like it is just about you and and sometimes um the the movements because um

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the movements that are truly meaningful um and leave a lasting impact in a

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positive way in the world and that's one one reason why we speak to that you know in our mission statement and our vision for the future

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is um you want a more meaningful life business and community that is not about just one person but

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it's about the many um it's about the people who are part of it and

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i mean you can think of you know politicians are the polarizing type that they yes they they build a movement

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sometimes it becomes about them and sometimes it can be um you know it can attract um the wrong

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things you know and and the right things at the same time i don't want to make this political though but you know

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politicians definitely become a clear leader of a movement um and you can definitely think of them

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you know we won't call them out but you definitely think of current ones today um that have both good and and bad

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intentions sometimes um but uh that's going back to this idea though of

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movement building content and then you may be asking yourself okay this is all great

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i'm all for this um i bought in i'm ready to create content around identity around

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transforming beliefs around building connections but how how do i do that

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well that's where the tricky part comes in right because we're speaking at this from an identity

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um standpoint from a movement building standpoint but when you get to the how of how to

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actually create this content guess what that turns into the education side yeah the education

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content that doesn't help you stand out uh but that's where it's recognizing okay

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there's a time and a place for education type content to exist

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and so once people can i um agree to stand with you and be part of this

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movement to believe in your mission as much as you do then what you're going to need to do in order

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to help them more deeply understand this plan as part of the movement is you are going to have to educate them

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that's why um policies exist that's why scripture

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exists in religious movements that's why um mission statements exist that's why

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people put out more and more content and that content will then be themed around this idea

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of furthering that movement and um and so the education content you put out though

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shouldn't be like every once in a while yeah maybe it's just strong catering to the algorithm and the seo to be more searchable but

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as quickly as possible you want to make sure that people can identify um on a deeper level than say

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just hey i'm intellectually bought in but i'm not emotionally bought in um it should be combination of both yeah

How do you begin a movement

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for sure and uh yeah i think about like how do you how do you begin that movement you know how do you

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start um that you know if you're already knee-deep in your educational content right like how do you change it up right

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so i'm thinking about um i don't know why i'm to give this example but uh in idaho where i live um a few hours up

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the road is a place called spencer um and they have an opal mine and my wife and i went there one day to find

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opals and there's this guy who is like the old sage of like opal ticking right so they bring

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these rocks they put them in a heap and you stand out you're like you just dig in there and you're trying to find this hopeful

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this guy approached us and he goes all right here's how to do it you gotta find a spot and dig like a badger

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right what are you talking about he's like you find one spot and you go straight down like focus on that one spot and you're going

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to find something and sure enough like we've that's that's how we did it you can't find them on the

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surface you got to kind of dig down deep right and so i think sometimes if you start diving down deep into your content

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um dive down into your audience dive down into your you know in our um in our s

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it's not a story supply document help me out uh yeah you talking about messaging yeah so yeah we talk about we we outline

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with our um our our clients that we bring on the the five ps right um so really identifying framework

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yeah yeah story yeah and then by going through those five ps um which is you might help to help me

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hear it down but it's uh what does it start with yeah so it's people

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problem perspective plan and payoff pay off yeah so once you start diving down into

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those things and you outline those within your audience you know sometimes a movement just kind of naturally arises and you're saying

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wow this is like this is staring me in the face this is how i can create my movement you know basically uh

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is is helping to serve those five things um so so of course go to our website and find that resource uh

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video supply scripts um so video supply dot com slash resources you can find it there um but yeah it'll help you really

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outline there so so how does somebody find that that movement within their content down how else would they do that

What is the common message

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yeah i love that question discovering that movement within your content is identifying like what is that common

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thread and what is the common message um sometimes you know people talk about discovering your brand voice

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just through publishing which is a powerful way right you get comfortable with being on camera doing facebook lives where you get all

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the mess-ups um you know you practice and that practice

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becomes more refined and you start to see a common thread um but through the process you should

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discover the movement type content through how you're talking about your

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audience because they are your movement the people you

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are serving are your movement without those people you don't have a movement

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um you have stagnation you have it just about you and it's it's self-centered like it's a

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world that's just centered around you and you want the world to be an invitation to others

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um and so and going back to this idea of like okay

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this is all good right but how do you do this well stay tuned for future episodes

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and future content and even you can dig inside of our program video supply video supply

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dot com to discover more about what it looks like to do the how yeah you may understand like hey

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i want to be this visionary i want to clearly understand my message

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know how to communicate it and then grow a movement around it then join us at video supply and we will

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show you how to do that and walk you through the education side following our frameworks you know we

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talk about the five ps of messaging of your brand's story that's part of it

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getting clear on that cleaning getting clear of who you're talking to what story you're actually telling about your audience but then how to

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translate that into scripts how to translate that into any type of content you go to create um and then the process of actual

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creation to you know the production of that content to then promotion

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and distribution all of these pieces play a role from a lot of it being an education side

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but giving you the tools to know how can i at the end of the day truly stand

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out and that all comes down to movement building content not education content

Outro

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definitely got to get them where it counts down got to get in the heart the heart to move the mind yes exactly

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i hope we don't get slammed for copyright on that or something i mean it's incredible i mean you guys can go

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check them out uh they're called story in heart is where i learned it from or maybe still motion it's a portland-based um

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company um but uh yeah i mean it's it's a great tagline and it holds true i mean if anything else you know um

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that's just an evolution of many other forms of messages that you've heard over the years

31:45

you know where we all know there's intellectual uh conversion to a way of thinking

31:52

to an emotional and emotional through the heart and the intellectuals through the mind

31:57

and uh you know if i if i sold my wife on why she should marry me just intellectually then uh we would

32:04

only get so far like here's logically why it makes sense to uh

32:09

to marry me but uh but it takes an emotional transformation as well and and that's

32:14

what we believe really comes through your ability to invite people into a movement in a story

32:20

that's about them definitely well yes like dylan said hang tight for uh for more content

32:26

uh we're doing a podcast every week um look for us uh online you can visit contentsupply.com videosupply.com

32:32

go to our youtube channel and uh look for more content we share with you guys you know everything you need to know

32:38

about growing your your audience and uh you know connecting with them and getting the word out about your product and services

32:44

uh we have a bunch of resources on our website and uh yeah down i'll probably go ahead and

32:49

turn you loose but thank you again for uh joining today [Music] yep thanks everyone yeah so we'll see

32:56

you guys later catch you next week

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