Welcome to episode 367 of Hit the Mic with The Stacey Harris.
I wanna talk today about behind the scenes content. I freaking love behind the scenes content. I think it is such a fun way to connect with our audience, and so I wanna talk about what it is, why we use it, and then I wanna give some examples for some different industries on how you can use it. So stay tuned for that, ’cause this is gonna be a really cool, kind of quickie episode about a fresh way to start sharing content. So, let’s get started.
Number one, what is behind the scenes content?
So, behind the scenes content is any content that we’re looking at, photos, videos, swipe files, anything where we’re showing sort of the inner workings of our business, or maybe it’s businesses that we work with, whatever it is. It’s sort of, and this is the first thing that comes to mind, and it’s a horrible, horrible phrase for this, but it’s how the sausage is made; because sometimes people do wanna know. We’re kind of in a time period where people like to know where stuff comes from, right? So let’s show them. So that’s exactly what behind the scenes content is, it’s showing them how something is created.
So if you’re a physical product, it’s showing how your physical product is made, or what your factory looks like, or packaging, or shipping and distribution, and things like that. If you’re a service based, it’s behind the scenes of you working with clients, or how things are created, or websites, or whatever that is for you. For people like me, who sell digital products and information, it’s showing the creation of that, it’s showing building landing pages, or writing copy, and podcasting, and all those things I do to sort of make the wheels turn around here.
And I love that, because it is a connection point. So really, it’s just any kind of content that shows what’s happening behind closed doors. And it does not mean, by any stretch of the imagination, that you’re giving away trade secrets here, or you’re oversharing, or you’re sharing sort of the negatives of business. Sometimes … You know, I’ve seen some business coaches do this really well, and we’ll talk about this more in examples, but I’ve seen some business coaches show really well sort of the chaos and stress behind running a business. You know, the crazy messy desk or something like that, and then sort of how they move past that. That’s a great example that’s both behind the scenes, and also an example of moving forward.
So it doesn’t have to be just one thing. It doesn’t have to be a video, or a graphic, or a text, doesn’t have to be one of those things, it can be any of those things. It could be some combination of those things. So that’s exactly what it is, it’s behind the scenes, it’s pulling back the curtain and showing them what’s happening.
Now let’s talk about WHY.
So, why does behind the scenes content matter, why is it valuable? Behind the scenes content is hugely valuable, because of that connection. It’s your proof, it’s your walk and talk, it’s your taking your own medicine, eating your own dog food, whatever cliché horribleness you wanna use here, that’s what behind the scenes content is. That’s where, sort of the proof, it’s right in front of you. “Here’s what I do every day.”
And it also allows people to feel really connected on a human level. They’re the humanity in this business, there’s not sort of robots running the machine, and everything just sort of comes out magic. No, it’s the day to day, it’s the real life, it’s the minutiae of it all. You know, a lot of times that will be, you know, good, sometimes that will be stressed, sometimes that will be celebration, and sometimes that will be like, “Here is the reality of a normal Tuesday, recording content for you guys.” Okay?
The reality of even that, “Here’s a normal Tuesday, recording content for you guys,” is, “Hey look, she sits there and takes the time, and records content for us. Hey look, she’s doing the work. Hey look, there is some effort put into creating this product. Hey, there’s the people who thread the whatever on the bloom to whatever,” I’m not really very crafty, but you know what I’m trying to say here. You know, “There is the design work that happens to print out those really killer T-shirts I love. Here is the group of people that put together those delicious meals that we eat at this restaurant. Here,” you know, whatever that things is, it’s the connection, it’s the humanity. It’s the people part.
And remember, we’re approaching social, we’re approaching digital marketing, we’re approaching our audience as if the people on the other side, those customers, those profile photos, whatever it is, those are real live humans, and they, you know, enjoy being treated as such. And so, we treat them as such. Cool? That’s the why behind the scenes, it’s because we’re showing that on this side of the profile photo, on this side of the business, on this side of the creation of that thing you love, that food you just ate, that product you just consumed, the coaching you’re getting, the website that’s getting built, is also a human. Simple as that.
The internet has just made the idea of small town mentality, knowing where you get your meat, and your milk, and your clothes, and your yarn, and whatever else, knowing who you get those from, is the same now, it’s just we get them from someone much further away. So be conscientious of that, you know? Be conscientious of treating these people like your neighbors. You know, if you were a retailer in a small town you wouldn’t be cold and distant to some guy coming to buy milk from you because you wanted to automate the sequence, no, because then everyone in town would know that, and guess what? He’s your neighbor, and you also live next door to him, and that’s gonna be awkward when you pull into your driveway later. Instead, you would say, “Hey, how are you doing?” The same is true online, okay? So treat it like a small town.
That’s why I like behind the scenes content thought, is because it gives that small town connection, that where it came from, who is producing it, who is delivering it, who is sharing it. It fills that space. That was my whole small town rant by the way. It’s actually much longer, but I abbreviated it, you’re welcome.
Number three, the final thing I wanna talk about, are some examples.
So what does behind the scenes content look like? What can you do to showcase behind the scenes? So first, let’s talk about an online, service based, one to one kind of business; so maybe you are working one on one with coaching clients, maybe you are providing some sort of expertise to them, one on one consulting, coaching, that kind of thing. Real talk? Swipe files, that counts as behind the scenes content.
So, you know, this is how … And this is great sort of lead magnet, opt-in kind of content, is swipe files. Or, if you’re somebody who’s in this space and you really, really, really, really would like some sort of paid thing, swipe files are a really easy, low hanging fruit, low price point kind of thing that doesn’t take much for you to produce, and is easy to add on as a bonus in your coaching or consulting. So swipe files.
If you’re a health coach, maybe it’s a swipe file for meal planning. If you’re a business coach, maybe it’s a budget form. If you’re a marketing coach, maybe it is e-mail templates. If you are a mindset coach, maybe it’s affirmations. If you are a money manager, financial services kind of coach, maybe it’s a account checklist, the kinds of accounts I need to have. So swipe files.
On the flip side of that, behind the scenes of you putting together some of this stuff for clients. You know, building strategies, behind the scenes shots of you reviewing marketing, or reviewing meal plans. Behind the scenes of you building meal plans for clients. For video, maybe it’s behind the scenes of client calls. Now, that’s something you have to absolutely get client permission on, but you may have clients who are totally okay with a snippet of a recording going out on social, and their name’s not mentioned.
Maybe it’s, you know, “I actually get this question all the time about meal planning, would you mind if I shared this clipet of our call on Facebook? Just with a photo, and we’re gonna do it as a video. Yeah, I’ll leave your name out of it, no problem.” And then you say, so, you know, you preface it with, “Hey, I had this call with a client this week, and I really want to answer this question for everybody. Here’s her question.” And so, you share what the question was, and then you share the clipet of you giving feedback, you answering the question. It’s a killer behind the scenes look at what it’s actually like to be on a call with you. That’s a really great way to be looking at behind the scenes content.
So let’s shift to somebody who is in that same info space, maybe you’re a health coach, business coach, marketing coach, mindset coach, whatever, but you sell products, you sell information. Maybe it’s a membership site, like Backstage, maybe it’s info courses, whatever. Maybe it’s live events, whatever it is, it’s a one-to-many kind of set up, right? So, in that case what we’re going to do, is we’re going to shift to looking at what is it like to receive information from you. So if it’s a membership site, or a digital program, maybe it’s a snippet from that program. Maybe it’s a section of a course pulled from your membership site. Maybe it’s a clip from a video that sits in your training program. Maybe it’s a clip from your live event. Maybe it is photos from backstage at your life event. Maybe it’s photos of your team and you mapping out a marketing strategy for your new course, or an event plan schedule for your live event.
Again, it’s just showing them how this thing that they’re going to consume is coming together. And again, swipe files, the same thing we talked about earlier, works really well in this space as well. Again, it’s the same kind of swipe files, if you’re somebody who teaches a program about meal planing, it’s a meal planing worksheet. Maybe you’re a personal trainer, maybe it’s a, you know, couch to 5K run training style; something that you can do in a pretty generic way. But again, often times that’s at least the baseline for when you work with clients.
I don’t know any personal trainers who are from scratch building, from nothing, custom training programs. No, they have sort of their library of tools they work with, and it gets customized for client needs. You know, “This client needs to focus more on upper body, so we’re gonna do this. This client needs to focus more on cardio, so we’re gonna do this. This client needs to,” whatever, so it’s customized, but you’re working from a set of tools. Give me a subset of that tools, and say, “This is the kind that works for most people. Here’s three exercises that can help your posture if you’re somebody who sits at your desk all day.”
So those swipe things, those little bits about how you work, that is killer behind the scenes content. Again, behind the scenes content is not just pictures of you working, it is the inner workings of your business; how you make things for work, for you or for your clients. Again, that becomes that connection point. Now, when you can add things like, “This is a shot of me building a meal plan,” or, “This is a shot of me working out with a client,” or, “This is a shot of me on a consulting call,” or, “This is a look of me coaching inside of our training program,” or whatever, that’s all the better, because now we’re really adding the humanity to that behind the scenes. Again, this is where humanity meets proof, and that’s why behind the scenes content is so killer.
Before I go I do want, for the small section of people that listen to this show, and maybe that’s you, that have products, like physical products in their business; manufacturing, shipping, choosing labels, designing T-shirts, designing coffee mugs, creating marinades … I’m trying to think of the clients I’ve had and the very limited amount of products they’ve done. But, showing people how it’s made.
You know, there’s an entire show on the Discovery Chanel, and I know this ’cause I have a very nerdy eight year old son who loves these kind of shows, also, it’s mostly because I have a very nerdy husband who loves these kind of shows, they’re like, How It’s Made on TV. That show will suck you in faster than anything else, and it’s literally telling you how things are made, like products that you consume. On Food Network there’s a show called Unwrapped, that’s, like, literally it’s just showing you how candy and food is manufactured; which is frightening, and also interesting.
So sharing the behind the scenes, giving them an inside look of how whatever it is that you’re proving for them came to be, that’s your behind the scenes content. Now, if you would like to see behind the curtain in my business, the best way to do that is join Backstage, because that is where I share the most. But also follow me on social, because occasionally I do things like that there. Hit the Mic Backstage to take advantage of the upgrade to this show and join us there. I will see you next week, have a good one.
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