55 - How To Create Engaging Content in a Boring Industry w/ Daniel Allison

Welcome back to another episode of the Instant Impact podcast with your host, Elyse Archer! There are so many people today who classify themselves as being in a “boring” industry. They see all these brands with exciting messaging and social media posts and video content and they wonder how in the world they would create such engaging, meaningful content. Today’s guest has done just that. Daniel Allison is a commercial HVAC relationship manager and has figured out a way to generate seriously engaging content. He is on the show today to talk about how you can find something that will grab your audience’s attention, some of the most important elements of creating videos that engage, how we can find out if the content is working, and he offers some of his tips on how to get started. Daniel started using video as a way to connect with his clients--either to follow up on a quote, to touch base, or just to say hi. He transitioned over to LinkedIn to test his results and found that his strategy of using 1-minute videos was well received by his audience. He tries to really condense the points he wants to make and emphasizes the feeling more so than the words he’s saying. He condenses his thoughts by folding them in with the energy he wants to communicate. He wants to let them feel how he’s feeling. Daniel’s process of finding content in a traditionally “boring” industry starts with just getting the attention of his audience so he could talk about what he does. That way, when the situation comes up where he would be helpful, he is the first person that comes to their mind. So, how do you know if it’s working? It can be hard to track, but there are certainly indicators. Daniel focuses on views. If you’re getting views, then you’re winning. If they are watching, the intent is paying off. It comes back to attention! Right now, LinkedIn Videos is a great way to get views and make impressions on your audience. Results though, have to be anecdotal. Knowing your consistency and longevity is solid will going further than being ROI focused. Daniel shares his tips for getting started. He says to start with your “talent stat.” You have a unique combination of skills that can manifest in what you’re good at. Some people are good at comedy and humorous videos while some others are better suited for motivational content. Think about what you’re known for and how you can communicate that to your audience so they know who you are. LINKS Daniel Allison on LinkedInRequest a free Brand Strategy Call: http://thebrandbuildersgroup.com/callelyse