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Why We Started Doing Live Events

The biggest problem with creating content is figuring out what to actually talk about.

We as content creators or marketing teams make this mistake all the time: We sit down and we have a brainstorming session about what we think we should talk about in our marketing.

And it happens in a vacuum.

Problem is, what we *think* people care about or what we *wish* our prospects would want to hear from us, is often not what people *actually* care about and want to hear from us.

We can talk about our product and features all day, but that isn’t what people want to hear.

So, you need to add value to them. That’s what people say, “add value”.

What does that mean?

Adding value is nothing more than answering the questions that our prospects, customers, and target audience are dying to get an answer to, from an expert (hopefully you). And help them solve the frustrations, problems, and roadblocks they deal with in their day-to-day.

Unfortunately, too often we guess what these questions and problems are.

So, when we create content around those questions and problems, we realize that no one cares.

That’s why the goal should be figuring out the *actual* questions and problems that your audience has, as close to word-for-word as possible.

And there are multiple ways to do that:
1. Interview your customers.
2. Pay attention to the questions you get on sales calls and write them down.
3. Look at what people say in the comments and their follow-up questions when you post on LinkedIn.

Recently, for example, I started experimenting with a live Q&As to figure out our audience's questions and problems.

So, I invited people to my first Q&A on a Zoom call last week.

7 people joined; I gave a monologue on recent insights we had at @Project 33 and then opened it up to questions.

And we had a great conversation!

We will chop the recording of the Q&A into smaller videos and see how it performs.

All that is to say: always get close to the actual topics your audience wants you to talk about versus what you think they want you to talk about.

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