The One Thing Killing Your Content's Potential

How we research video content people love to watch on VEED's YouTube channel

You made the content and nothing happened. Why did it fail if you thought people would like it?

There’s a difference between:

  1. Research

  2. Assumption

  3. Intuition

Research
You follow a process to make sure you make something there’s demand for. You make sure whatever you make is better than current top performing content.

Assumption
This is where good content goes to die. When you assume, you’re not listening. When you’re not listening you’re not serving your audience.

Intuition
When you have intuition you have been in the content game for a while. You know your audience so well they comment things like “are you a mind reader?”

The thing is, sometimes assumption is often mislabeled as intuition. And too many get lazy with research or think they don’t ever need it because they have intuition.

So are you assuming? Chances are you’re not making the stuff people are actually searching for and voicing online. I think sometimes people tend to get turned off when they hear stuff like this. They think they need to go and create for an algorithm.

Whether it’s a Google search or your Instagram feed, these algorithms feed you what people are actually interacting with. It’s a “romantic” idea to think of just creating and not giving a crap about what happens. And in a way, it’s not wrong. You should mix in some of that content that’s food for your soul and shares who you are. BUT if you’re not posting just to have fun you need to be more curious and more analytical about what it is that others want.

If you don’t know the answer to what people want it’s time to figure this out. Here’s an example.

Example | YouTube Content Ideas

If you’re making a YouTube video then you will need a keyword research process. In short, here’s an ultra-simplified summary of what that looks like based on what we do at VEED.

  1. Use a tool like Ahrefs to find keywords. If you can’t afford Ahrefs, then some free (or more affordable but less powerful) options are VidIQ, TubeBuddy, keywordtool.io, or seeing what autocompletes when you type up a term on YouTube and/or Google.

  2. Let’s say “video podcast” is the keyword you decide on. It has a high monthly search volume, low difficulty, and healthy search trend so your content is more likely to have a longer “lifespan”.

  3. Go on incognito mode in your browser and check the search intent. This means, observe what kind of questions does the top ranking content answer? Is this actually relevant for your audience?

    Here we can tell this is an informational search where people are searching “how to” and “best” type of content such as how to start video podcasting and the best gear to start with.

  4. If yes - make content about it that’s better than whatever is ranking. How can you better cover the topic based on what you discovered?

For other social platforms, your research might be employing social listening, audience interviews over a video call, reviewing past content performance, etc. All these things feed you the clues for what people want so you waste less time making posts that speak to nobody or all the wrong people.

And once you’ve done the research, you can organize the feedback into topics your content should fall into. And then add in subtopics. Below is an example of part of the guidelines I’ve created for our YouTube Team and SEO Specialists to follow for our video topics.

This is a small portion of the playbook I created to show our YouTubers and SEO Specialists what content topics are worth covering and researching further into based on actual feedback and content performance.

Your content will suffer if you don’t go the extra mile to do things right with some content research. It may not be the most fun thing for more creatively-minded people. But it’s what will help all that hard work you’re doing not go to waste.

What do you want to know more about when it comes to researching content?
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