As you prepare for a video recording session, you may find yourself with writer’s block. What exactly should you talk about in your educational marketing videos?
If you survey lawyers’ channel on YouTube you will find dozens of FAQ style videos, where the lawyer is attempting to explain what statutes or case law say about a specific issue. These FAQ style videos are useful to a point but they should not make up the majority of the topics you discuss on video.
Instead, I have discovered that the most popular videos on my law firm’s channels are what I call “insight videos.” In an insight video you explain the “how” and the why. Leave the “what” to your FAQ videos. I generally recommend that FAQ style videos should make up no more than 25% to 30% of your catalog of videos. The rest should reflect your insight, experiences and observations.
Remember that for most viewers, the law is a black box – it is complicated, not necessarily logical and sometimes unfair. If you identify the practical problems that your potential client may face, how and why you get past those problems and the tactics you employ to guide your clients, you will become a trusted adviser to potential clients who you have not met.
In my experience, insight videos generate comments and reaction. If someone takes the time to post a comment, you know they are engaged. If you take the time to respond to those comments, you will be lauded for your generosity and willingness to share your expertise.
You will discover that certain topics hit a nerve and will prompt dozens or hundreds of comments. In this case, you will be presiding as the recognized expert over a growing online community of viewers who are passionate about the topic you have chosen.
With each video you post as the approachable, compassionate and knowledgeable expert, you become the go-to resource for anyone with a problem in your area of practice. This is why insight videos are the most powerful tool in your arsenal.
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