I created a 5,000-word in-depth guide on improving rank on clutch.co, with step-by-step instructions. To supplement the written content, I also created a visually-focused PDF.
However, the guide’s length may discourage most readers from going through it entirely. It was unintentional as I got too focused in the writing process.
The Realization
I realized this while listening to The Tim Ferriss Show podcast’s Episode #728 featuring Seth Godin. Seth Godin, a marketing genius, has written over 8500 daily blog posts. I was intrigued by their discussion on creating short, specific content – not reels or shorts, but conveying your message in 500-1000 words.
This resonated with me. If my target audience is B2B owners, do they have time for lengthy content? A 5,000-word piece demands around 25 minutes of focused attention – something owners rarely have.
Godin mentioned there’s no “blog police,” but write as you please.
Upon thinking, Brian Dean’s articles created with the ‘Skyscraper Technique’ are too long for me to complete. Even as a blogger myself, I rarely finish reading articles over 1,000 words.
The Experiment
A new approach to delivering value efficiently.
To address the issue of lengthy content, I plan to break down my 5000 word of article into 5-6 concise video modules, which will be published on YouTube and LinkedIn. During this process, I will focus on:
- Clear Value Proposition
- Quality Content
- Seamless Collaboration
- Effective Promotion
- Measurable Results
#1. Clear Value Proposition
I have an in-depth article tailored to B2B service businesses seeking ways to enhance their Clutch ranking. The target audience is highly specific. I will highlight the same content through video modules. It will save their time while delivering actionable insights.
#2. Quality Content
I will maintain high standards for the quality of the video content. Each video will be well-scripted, visually appealing, and deliver specific, practical takeaways.
#3. Seamless Collaboration
I will collaborate with a company, optimizing their Clutch.co profile while documenting the process to create the video series. This ensures the company gets exposure across my audience, while allowing me to leverage their real-world example.
#4. Effective Promotion
I will develop a comprehensive promotion strategy to ensure maximum visibility and engagement. I will leverage three specific channels: blog, YouTube, and LinkedIn for content distribution.
#5. Measurable Results
At the end of the experiment, we will measure the results. We will identify key performance indicators (KPIs) such as video views, engagement rates, lead generation, and feedback from viewers and the case study company.
Conclusion
The core goal of this experiment is to deliver value in a way that respects your time and empowers you to achieve your business objectives efficiently.
While long-form, in-depth resources certainly have their place, sometimes simplicity and conciseness can be just as powerful. This content experiment aims to do just that by catering to the busy schedules and preferences of B2B owners through short, actionable video content.
Of course, this is just the beginning. As the experiment unfolds, we’ll be closely monitoring the results, gathering feedback, and iterating our approach to ensure we’re on the right track.
