Podcast Summary: What Audiences Want From Creators

Introduction and Guest Background

In the episode titled "What Audiences Want From Creators," hosted by Benjamin Shapiro on the MarTech Podcast™, the focus centers on understanding audience expectations from content creators, especially in the realm of video creation. Joining Benjamin is Matt Pierce, Growth and Content Marketing Manager at TechSmith, a seasoned software company renowned for tools like Snagit and Camtasia. Matt brings over 18 years of experience in helping professionals create impactful videos for educational and informational purposes.

Key Finding: 'Fit' as the Core of Audience Expectations

A pivotal moment in the conversation occurs around [04:00], where Matt emphasizes that the single most important factor audiences seek in video content is "fit." He explains:

Matt Pierce [04:00]: "Audiences want videos that fit with their needs or their wants. ... that's exactly what most audience members want from whatever your video is."

'Fit' implies that the content must align with the viewers' expectations and needs, ensuring that the video delivers value without misleading the audience regarding its content or purpose.

Details on the Study Conducted by TechSmith

Delving deeper into the concept of 'fit', Matt discusses a comprehensive study conducted by TechSmith, involving 1,000 industry professionals across various sectors such as healthcare, finance, and technology. This longitudinal study, now in its fifth iteration, utilizes Qualtrics for survey distribution and focuses specifically on instructional and informational videos, deliberately excluding entertainment content to hone in on educational preferences.

Key aspects of the study include:

• Viewing Preferences: Frequency and context of video consumption.
• Content Relevance: Why viewers choose specific videos.
• Video Length and Engagement: Optimal durations and engagement strategies.
• Impact of AI: Audience perceptions of AI-generated content and avatars.

Matt highlights the shift in audience behavior and preferences over the years, noting the increasing importance of matching content to specific professional needs.

Strategies to Achieve 'Fit' in Video Content

When asked about implementing 'fit' in content creation, Matt outlines a strategic approach grounded in SEO and persona-driven content:

1. SEO Strategy: Identifying relevant keywords using tools like Semrush to ensure content appears in search results where it's most needed.
2. Persona Analysis: Understanding the target audience's daily activities and search behaviors to tailor content precisely.
3. Optimized Metadata: Crafting titles and descriptions that accurately reflect the video content to meet audience expectations and improve discoverability.
4. Thumbnails and Visuals: Designing engaging thumbnails that align with the content's message and attract the right viewers.

Matt Pierce [07:08]: "The title should match what you're talking about. The description needs to give that body of information... that's a fit for me."

Challenges of Multimodal Content Creation Across Platforms

Benjamin discusses the complexities of producing content for multiple platforms, each with its unique algorithms and audience behaviors. He expresses difficulty in mastering platform-specific nuances, particularly contrasting his proficiency in podcasting with the challenges faced in engaging audiences on platforms like YouTube and LinkedIn.

Secret Sauce: Tips for Building a Media Brand

In the Secret Sauce segment, Matt shares actionable insights for creators aiming to build a robust media brand:

1. Competitive Analysis: Investigate existing content in your niche to identify opportunities and gaps.

   Matt Pierce [09:11]: "If you don't understand the landscape... you might either have to compete with people who are very successful or you're going to be trying to fill in gaps that don't really exist."

2. Stylistic Alignment: Adapt the content style to resonate with the target demographic, balancing high production quality with authentic, user-generated content approaches.

   Matt Pierce [10:08]: "People react to [user-generated content] because they want it to be authentic."

3. Continuous Experimentation: Regularly test different content formats, lengths, and engagement strategies to discover what connects best with the audience.

   Matt Pierce [10:09]: "Experiment with content, format, length... see what connects with your audience."

Audience Differentiation Across Platforms

Matt elaborates on the distinct audience behaviors and preferences across platforms like YouTube Shorts, TikTok, and LinkedIn. He notes that:

• YouTube Shorts and TikTok: Favor short, meme-like content that appeals to users seeking quick, entertaining snippets.

  Matt Pierce [14:53]: "We're seeing most of the views lately come through non-subscribers... people are looking for something to catch their interest that is a fit for who I am."

• LinkedIn: Demands a more professional tone, with audiences appreciating strong opinions and thoughtful content over purely entertaining videos.

  Matt Pierce [15:23]: "On LinkedIn... people are going to be looking for things that are slightly more professional."

This differentiation underscores the necessity for creators to tailor their content not just to the audience's needs but also to the specific cultural and functional context of each platform.

Takeaways

The episode culminates with Benjamin synthesizing the discussion around the central theme of 'fit', highlighting the importance of:

• Understanding the Audience: Conducting thorough research to align content with audience needs and preferences.
• Platform-Specific Strategies: Adapting content style and format to suit the unique demands of each platform.
• Selective Focus: Prioritizing platforms based on where the target audience is most active and receptive.
• Content Repurposing: Leveraging successful content across different platforms while tailoring it to fit each medium's requirements.

Benjamin Shapiro [16:50]: "The big takeaway here is that you have to be very selective with what platforms you're going to focus on or you need some help getting your content repurposed to go into the right place."

Conclusion

This episode of the MarTech Podcast™ provides invaluable insights into the critical element of 'fit' in content creation, emphasizing the necessity for creators to meticulously align their videos with audience needs and platform characteristics. Matt Pierce's expertise offers a strategic framework for marketers aiming to enhance engagement and drive business growth through informed, audience-centric video content.

For more insights and to connect with Matt Pierce, listeners are encouraged to visit TechSmith's website or explore further resources in the show notes and accompanying social media channels.

Note: Advertisements, intros, outros, and non-content sections have been excluded to maintain focus on the substantive discussions of the episode.