How HubSpot Academy Builds Trust With Online Education

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– Education, it can build
economies and it can change lives. It provides people the career mobility they need to be the
person they want to be. And, it allows them to put
food on the table every night. If you want to attract and
build trust with an audience, you just need to help them be successful. Hi, there. My name is Eric Peters and
today I’m going to be talking to you about creating educational
video content including what we’ve learned over the
years here at HubSpot Academy. I’ve led marketing for
HubSpot Academy for years and it’s been an honor
to work on a program that helps so many people learn marketing, sales, and customer service skills. HubSpot Academy is the free training and certification division of HubSpot. We have almost 30 people on
our team from professors, to content editors, to learning
and development specialists, web developers, acquisition marketers, and of course, video producers. Not only does the Academy
help HubSpot’s customers learn how to use our software, but
it helps our free users learn our free products and
introduced thousands of people to the HubSpot brand everyday by helping them progress in their careers. The demand for video
based learning is massive. Student debt in the U.S. has
risen to outrageous amounts and business students aren’t learning the digital business
skills at most universities that they need, to get a job
or be successful in their job. Not only that, but consumer
behavior is changing so fast that business professionals have to constantly be learning and evolving. As a result, the do-it-yourself
education movement has exploded. Coursera has 28 million users. YouTube is the second largest
search engine in the world. We watch over a billion hours
of YouTube videos per day, more than Netflix and Facebook combined. Searches for how-to videos on YouTube, have been increasing 70% year over year according to Brandwatch. Training topics that
change quickly are hard for university curriculums
to keep up with, which is why we in the
industry have to step in and create that educational content. In order to understand
how HubSpot Academy got to where it is today,
you’ll have to understand how it started and how
it’s grown over the years. At first, our sole focus was on customers, just teaching them how to use
HubSpot’s marketing software. We realized early on that
marketing software in particular can be pretty easily misused. We really needed to teach our users how to be good marketers not
just good HubSpot users. It’s a good thing we did that, because our maniacal focus
on helping our customers be not just successful HubSpot users, but successful marketers,
caught the eye of the industry. – Hi there, I’m Lindsey
with HubSpot Academy. Let me introduce you to the
world at InBound and provide a big picture view of everything you need for successful InBound strategy. So, why InBound? Well, InBound is transforming the way the world does business. In today’s world, buyers
have all the power. Think about the process you went through the last time you made a purchase. Did you call up a sales
person asking to buy? Or did you get online
and do some research? I’d be willing to bet
you did your research. InBound is a fundamental shift
in the way you do business. Instead of an interruption based message, where the marketer or sales
person has all the control, InBound is about empowering
potential customers. The outbound way of doing business is interruptive and business centric. Ever receive an email that you didn’t find helpful or relevant? What about getting a cold call
about a product or service and you knew nothing
about, and had no idea how they got your phone number. The traditional way of
doing things is convenient for the company, because
they can push a message to someone whenever they want. Even when the potential
customer doesn’t want it. It’s not such a great experience
for the real life person on the other end, that potential customer. InBound is focused on getting found by your potential customers
and building trust until they decide to be your customer. Wouldn’t you prefer to
deal with a business that’s focused on your
needs instead of their own? – We aim to educate and
inspire people so that we, together, transform the way
the world does business. Being extremely principled
and mission driven has allowed our team
to maintain that focus on delivering educational video content that solves for the customer. Knowing your audience well is crucial to picking the right topics and delivering the
right level of training. We’ve learned over the years that a lesson that one person considers introductory, another will consider advanced. So I’ve recommend working
backwards from the change in behavior you aim to invoke and then lean on the side of advanced. When educational content
is advanced enough for your audience to need to
work hard to understand it, they tend to value it more. If it’s all content that
the learner already knows they might feel like
they waisted their time or not watch anymore
of your video content. It’s also important to know how your audience prefers to learn. For instance, if the
majority of your audience is busy during the day,
or perhaps they work in situations where their
boss isn’t okay with them doing video training
while on the job, a more mobile friendly
experience might be expected. That will change the visual
composition of your video. You’ll use bigger text, fewer visuals, and really focus on the
audio track teaching the user everything they need to know. While I’m talking about video
formats and accessibility, I wanna make sure I mention
that educational content has more stringent
requirements for accessibility. If you want to walk the
walk of a true educator, you’ll need closed captioning on all of your educational videos. Over 450 million people worldwide are deaf or hard of hearing, and
that number is expected to reach 900 million by 2050, according to the World
Health Organization. There are dozens of transcription
services to choose from, many of which are relatively cheap. So to us, it’s an absolute must for educational video content
to have closed captioning. Not only will it help more
people watch your videos, but it will also provide search engines, additional text-to-crawl, and increasing your search rankings, and helping more people find your video. It’s really a win-win. In terms of our process, we like to think about educational videos the same way HubSpot’s product team thinks
about software applications, they’re never really in their final form. As the topics and demand
for training changes, your videos have to change too. This is especially true
when you’re teaching people how to use software because features on the user interface are going to change. For this reason, take an
iterative agile approach to your educational video content. Release early and often,
gather feedback constantly, and act on that feedback
in the next iteration. If you’re going to
create training content, don’t let view counts
be your driving metric. This type of content is
about having an impact on your audience and
truly transforming the way they do something. Measure success by their feedback and their engagement rates. Don’t be afraid to
remove and replace videos because having outdated training content in the wild, can confuse your audience and even hurt your
reputation as an educator. When you’re thinking about
your educational content like software, that you’re
going to release early, gather feedback, iterate
on, and release again, it’s easy to see why
process is so important. Here are 10 steps the
HubSpot Academy team goes through to create a new video lesson. There are quite a few intricacies involved in creating fair and
productive assessments to go along with your educational video. But, to keep this video
focused on video learning, I’ve purposely left those out. Remember, your process
isn’t just a list of steps to produce your video content, it’s something that you
can optimize over time. At the end of each video creation process, take a moment to look
back and see what worked and what didn’t, your process
should evolve over time. We start with the learning outcome. After watching this
content we want the learner to be able to do x, y, and z. Put that at the top of the
page and don’t forget it. We then split that learning
outcome into themes, each with a more granular
goal and objective. For instance, in this
video the learning outcome is to provide you with an understanding of how HubSpot Academy builds
trust with online education. To do this, I needed to first
tell you why video learning is in demand, why HubSpot Academy is a credible source for that information, and why knowing your
audience is so important. And now, I’m telling you
how to create a new piece of educational video content. In many cases, each subgoal will have an activity and assessment. Pairing educational videos with
activities and assessments, pushes the audience to apply what they’re learning immediately, which helps them retain the information. Chris LoDolce, who leads
our professor group, puts it best, you can
forget what you learn but you can’t forget what you understand. Step four, once we have
those goals, objectives, activities, and assessments on a table, we expand on each section
with a full outline of the actual content. This is one we choose the order
in which we introduce topics so that they build on one another. And it’s where we choose
the examples we use to demonstrate those topics. We often split up the
outline into multiple videos so that the learner isn’t forced to sit through an hour long video. As you know, engagement rates
on four 15 minute videos are typically higher
than one 60 minute video. Notice that all of this
documentation occurs before a camera is even turned on. At this point, the backwards
plan is almost complete. This is our first chance to ask the team for feedback on the plan. We also do user research
by discussing the plan with members of our target audience, university professors,
and hiring managers. It’s a lot easier to implement
feedback at this stage, so we take advantage of it. Next up, step six, we turn
those content outlines into scripts. Over the years we’ve gone back and forth on our scripting methodology. When we have an external
influencer teaching a lesson they tend to know the topic well enough to do it without a script. But by and large, we script the content out as much as possible. It allows us to have more
control over the content and saves us time editing
later on in the process. Step seven, along with the
script we create visuals to help get complex points across. These might be frameworks,
examples, statistics, bulleted lists, you name it. The benefit of video learning is that it’s more
immersive than a textbook, so make use of the format. – And so, when it came
to measuring marketing, that became at scale, that became a pretty
precise engine to run. Because you could imagine a
chart where it’s like okay, Mr. Marketer, your supposed
to generate $100,000 of lead value for the
midmarket team this month. Everyday we can draw a
straight line that goes from zero to $100,000 of
value, spread over 30 days. Now, you can’t have marketing
run this super campaign in week one, get to the 100,000 and then go to sleep for three weeks. I just don’t have the
salespeople to call those leads and you’re gonna waste a bunch of them. Similarly, you can’t have
marketing go to sleep for the first three weeks in the month and then run a super campaign at the end. I got reps sittin’ around for
three weeks doing nothing. So, you know, when you
have five salespeople, six salespeople, not as a big a deal, but when you’re going to start the scale, when are you gonna start to grow? You’ve gotta have a
much more precise engine to hug that line really closely and make sure the lead capacity you’re sending to your sales team, matches the sales capacity
you have to receive it. – As Mark said, this
matters more once you start to grow, but it’s an
important thing to keep in mind regardless of
what your current size is. – In step eight, the
first real video stage is our rough cuts. The speaker is recorded
reading their script and the visuals are edited in roughly. This stage gives everyone
involved a clear understanding of what the script and visuals look and sound like as an educational video. – Before we dig into strategy, let’s take a moment to define what a marketing conversation is and how it fits in with
the other moving pieces of your InBound marketing strategy. So, what is a conversation? A conversation is defined
as an oral exchange of sentiments, observations, opinions, or ideas between two or more parties. When you think about
conversations today, however, these interactions happen
over a variety of channels. If you wanna chat with someone, you can meet in person,
talk over the phone, or through a video chat, via email, using a platform like Facebook Messenger, or even through social platforms
like Twitter or Instagram. You’ve got quite a range of options. With this in mind, let’s
expand the definition to a conversation is an
interactive communication between two or more parties. Did you happen to notice a common theme in the way people communicate today? – While I won’t get into the details of our production equipment in this video, I will stress the importance
of good audio quality. You can tend to get away
with so-so video quality, but don’t take any
shortcuts on audio quality. Wistia has a ton of great resources for choosing production
equipment to fit your needs. In step nine, rough cuts will be passed around to
predetermined stakeholders who will inevitably find dozens of tweaks that you didn’t see. As with any creative
endeavor, when you’re too deep in the content, it’s
easy to miss small things that might be confusing to the audience. It really helps at this
stage to have someone who is completely not involved
in the video creation process to provide their take on it. We make a ton of adjustments
to the script at this point to make sure we’re teaching
these topics clearly and using phrases and examples
that will lend themselves to localization, should we
decide to translate the video to different audiences or regions. And our final step, with
that feedback listed out clearly for the video editor, it’s time to create the final cut. Remember, when I say final, I really mean first
iteration of the video. More feedback will come in when
the video is out in the wild so don’t fall in love
with this first version. Along with video editing,
adding music and branding, this is also when you’ll
get a transcription created for the video so you can
publish it with those captions. Now let’s move onto distribution. Your educational video content is ready. Publish it and use short
clips from the video to help you promote it on social media. It’s up to you how to
distribute your new video but my advice is, don’t let
this be a last minute decision. Think carefully about how
your audience finds training and develop a distribution plan that aligns with that discovery behavior. You don’t wanna go through all of the work to create a great video and not have a way to get it out to your audience. Over time as you keep
repeating this process, you’ll train that audience to
expect new videos regularly. At this point, it’s a
good time to zoom out from that one video you just made and think about the library of
videos you aim to create. Be strategic about the topics you choose. Are they in demand? What are the monthly search
volumes for those topics? What is the purpose of this content? Is it to train existing
customers or employees? Is it to be found on YouTube. We often check online course providers like Udemy and Coursara,
to see which courses are trending and how they title them. This high level view of
your training program allows you to think of all
your educational videos like one big publication. All of those videos will combine into an incredibly valuable content
library for those seeking to learn about the topics
you choose to teach. I hope this video helped you learn how to create educational video content that educates and inspires your audiences. Remember, educational video
content is an iterative process. Grow your videos on engagement and impact and focus on your audience’s needs. This will let you create
remarkable educational video and build trust with your audience. If you’ve made it this far in this video, tweet me your questions and
feedback at EricPetersO. I’d love to hear what you’re working on and how this video inspired
you to change the way you create video content
for your business. Thank you.

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