Module 3
Content Engine
Before discussing the content engine in this module, let's learn about
the creation process of Brand warikoo from Ankur himself.
to watch Brand warikoo's Content Creation Process.
Now that you know our content creation process, what do you think
helped us grow?
We believe that the number one reason Brand warikoo succeeded on
YouTube was that we always saw content creation as a clinically wellexecuted process and not just as a creative process.
WHAT IS CONTENT ENGINE?
Consider the content engine as a factory.
A factory in which inputs are topics, research, delivery & infrastructure
goes into the content engine to generate consistent, consumable
content as the output.
Once you become consistent with your content, the YouTube algorithm
pushes it to a broader audience and rewards you with more views.
Further, more views lead to an increase in watch time. That's the power
of consistency.
THINGS TO KEEP IN MIND WHILE BUILDING YOUR CONTENT ENGINE
The combination of Technology, People & Capability makes the content
process efficient.
Think of all the tasks you need in your content creation process.
Then ask yourself Which of these tasks can I delegate?
Which of these tasks need to be be taken care of by me?
Determine the lead time each workload needs.
Given this, determine & ask yourself What is the consistency with which I can deliver content?
This is not a question of desire or wish. It is about the process you have
built to ensure the consistency that you will be committing to.
DO’S AND DON'TS
Never assign one task to multiple people.
Try using technology in place of people, wherever possible. Because
technology is cheaper & scalable.
Make people accountable for the deliverable & give them the
freedom to get there.
Convert tasks into processes.
TOWARDS THE SHOOT DAY
Deciding the topic
Read through the comments of your videos or other creators’ videos
in your domain for brainstorming ideas.
Search for broad topics on YouTube.
In the YouTube Studio Dashboard take a look at what other
channels or videos your users are watching.
Maintain a YouTube topic schedule, a simple excel sheet to ensure you
have the list of ideas for your upcoming content.
Researching the topic
Google
YouTube Search
Personal Experiences
Maintain a notes repository for research
Hack:
Notes app on your phone & a WhatsApp self-group are the best tools to
document your thoughts.
ON THE SHOOT DAY
If you are a beginner in content delivery, break down the topic into
smaller sections of 2 minutes each.
For each section, make bullet points & improvise on them. Avoid
scripts as they tend to make the delivery mechanical and robotic.
Check the entire flow.
P.S. Maintain shoot notes
Bringing in the emotions
The only way to conquer it and get your best emotion is to START.
Imagine your customer persona in front of you and ask yourself What kind of person am I today for my customer?
For example:
For Ankur, if the video is about - How he was lost at 24, he isn’t acting
like a teacher for his customer persona. Instead, he acts like somebody
who relates to what his customer persona is going through at the age of
24.
Go through each section and see how you can improve the same.
Bring in stories because people respond to stories, not facts and
figures.
P.S. Playback the recording often
The Psychology of Scripting
Think of a key takeaway every 2 minutes to keep the audience
hooked.
Think of a 10-second intro followed by a channel intro (if any).
Think of the last emotion you leave your viewers with.
Getting comfortable with a camera
Look into the pinhole and not yourself on the screen.
Whenever you feel awkward, DO NOT break the flow. Instead, look
away for a brief moment.
A suggestion to excel content delivery - Choose a topic & record a
freestyle video on the same topic for 30 days (<1 minute).
That is all about the content engine. Now that you have a fair
understanding of how a content engine works, it’s time for you to build
one for your channel.
Keep YouTubing :)