Jeff Harrison (SwingPoint Media / Jeff For Local Marketing) explains how to treat content outliers — both high-performing and underperforming — using a YouTube video transcript. He shows a channel example with one video that gained ~32k views and argues that such an outlier signals a common problem or question from the target audience (here: HVAC companies). Recommended actions for a high-performing outlier: add clear CTAs (end screens, description links, landing pages), optimize every place the content appears (blog posts, video pages), create additional related content, and repurpose into shorts/Reels across platforms. For underperforming content, he advises incremental A/B-style changes (title → thumbnail → description → meta) rather than wholesale rewrites. The talk includes practical campaign examples (e.g., creating 60 posts to promote an identified topic) and closes with contact info.
Questions this video answers
32,116 views (reported in the transcript).
February 11, 2022 (reported in the transcript).
About 1 minute 32 seconds (reported by speaker).
A series totalling 60 posts to run every other day (about three times a week) to promote the topic across multiple platforms.
Jeff Harrison of SwingPoint Media / Jeff For Local Marketing (speaker gives contact: Jeff at swingpointmedia.com).
Chapters
Foreign.
Hey, what do you do when you have something, whether it's a video, it's a blog post, whatever it may be? What happens when something is an outlier? And what I mean by that is it performs below average or above average. And while you can deal with both, today I want to talk about what do you do when one performs very high? We'll call that an outlier. And sometimes, you know, it's like you go to a group of people and there's somebody who's a little loud and obnoxious, or there's somebody who is loud, but they're funny and you enjoy and they're drawn to that. Well, today I want to talk about an outlier that is outperforming your average content. And specifically, I want to talk about video content and how do you start using that to help build more sales or more leads for your company? So the easiest thing for me to do is I want to share my screen. So let's just share this. And, and this is just one of our channels that we actually take care of. This is Swingpoint Media. And I just want you to look at the numbers here. Here's the number of views. 1300, just under 1400 34, 23, 10. And then all of a sudden there's 32,000, 116. That is what I'll call an outlier. This is something that just outperformed everything else. And what is this? What is this kind of telling us? Well, that's telling us this is a problem that our ideal customer has commonly asked that they need answered. So what would we do with this? Well, first of all, we'd make sure we have a piece of blog content that that's on our website. For that we may then go back and say, well, what if we posted more content around this topic, which in this topic is, does content marketing for H Vac companies work? And this is obviously a very good question because, you know, that's our target market, H Vac companies. And we want them to know that content marketing does work well. There's 32,116 views on that particular video. That is what we call an outlier. So again, we'll take that and we'll probably go back and put in some call to action banners on that video. So, like click here to schedule free call or maybe a consultation, whatever it may be. And then in the description, we'll also put some information in there to change the call to action that will help possibly for that traffic that is watching that video to go ahead and click through and maybe contact swingpoint Media. The other thing we're going to do is, as I say, we're going to take that content and we're going to start creating content around that. Because that is something that, let's face it, if they're an H VAC marketing company or any kind of company, they're wondering, hey, does content marketing work? Well, in our case, we're very specific and niched down to H vac and plumbing companies to help them get more business using content marketing. Yes, it does work and we explained that in the video. And it's. What's it.
It'S about a minute and 32, about a minute and 30 seconds. So it's not a really long video either. And it gets right to the point. We want to make sure that there's probably an end screen on this and that end screen might lead to maybe a call to action, maybe a landing page, something of that nature. But the other thing again is we want to look at that from a holistic standpoint and say, okay, we have this piece of content that's performing incredibly well. So we have an audience out there has kind of raised their hand and said, hey, I'm interested in that. Maybe either. I work for an H vac company, I own an H vac company, and I want to know, does content marketing work? Maybe they're doing paid advertising, which can be quite expensive and it has no long term longevity to that. In other words, when you stop running ads, the ads stop, the traffic can stop. Where content marketing, you know, once you start building that content, and in this case it's like, hey, once you create an article that says, you know, why does my air conditioner blow warm air? Well, that's going to be a question that's asked today, tomorrow, 10 years down the road, because people want to know, what do I do when my air conditioner starts blowing warm air? So that's the value of content. The, the other thing we're going to do is going to go back and we're going to say, okay, we posted this some time ago. This was back on February 11, 2022. And what we want to do is we want to go back and find that article and make sure that on that article that we also have a call to action on that page. So in other words, we're going to optimize every place where this video shows up. We're also going to start creating more content around this particular topic because again, we know this is a problem statement or a pain for H Vac companies our ideal customers. So we'll have more of these type of pieces that go on there. You should do the same if you find. I'll give you an example. We have, I'll take this down. We have one client that is an H vac company and we were looking at some things yesterday, my staff and I, we were looking at and we found three or four videos that were what we call outliers. And so we immediately went in and we created a series of it's total of 60 posts that will run every other day, basically three times a week to promote that particular topic with a stronger call to action. The other thing is now we're putting that on about five different platform or, excuse me, four different platforms. So now all of a sudden we have tripled the exposure for that particular company. We'll see this as an opportunity because it's one of those things we say, you know, we may sell a lot of things in the convenience store, but what do the people typically come in for? We want to make sure to be stocked up properly for that and put it in a place where they can find it. Well, if people are calling in and saying, as an example, why is my air conditioning leaking water? Then we're going to make sure that we have plenty of easy access that those people can find us and hire us to fix that problem. And we'll, we'll do that again through the video. We'll probably cut that up into a lot of different shorts and we'll put that on YouTube. YouTube shorts, Facebook Reels, Instagram Reels, maybe even some TikTok reels, talking about that. So the question today was, hey, what do we do?
You know, what do we do with an outlier? We want to make sure we look at that as a positive and say, hey, this is a clue. These are people. If we had people in a group and we said, hey, out of these 10 M&M's, what's your favorite? And you know, in this situation where it was overwhelmingly like, you know, if we had a hundred people and 82 of them say they like the color yellow, guess what? We are going to then address the color yellow and give them more of what they want. That's helping us kind of, if you will, our ideal client is raising their hand and saying, hey, this is what we want more content of. We don't want red ones, we don't want blue ones. We certainly don't want green ones. We want yellow ones. So we want to make sure to create more yellow ones. If you Found this helpful, let me know. Put a comment in the, in the, in the section. Or if you have a question about this particular topic. What, what do you do with an outlier? Please put it in the comment section. I'll be more than happy to. Before I, before I dart out of here and I'll also watch for it. We're on multiple platforms sharing this.
And okay, that's about it. I just, I wanted to jump on here, just kind of impromptu and share this with of. Hey, what do you do with an outlier? Somebody asked, you know, what do you do if it's an outlier and it's the other way? Well, this is also a great opportunity. What do you do with an outlier that is underperforming? So let's go back to this, this particular screen and let's pick out, let's say we have one here. Let's just use this example as 10. Now this was a, this was not one of our normal posts, but let's just use this an example. Well, the first thing we might do is we say, well, we, we have this saying is don't throw the baby out with the bathwater. In other words, don't go through full wholesale changes because if things improve, we're not sure what actually caused that to improve. So what we want to do is we want to take it bit by bit. So we might say, all right, in this, we want to change the title. So let's change the title of that and let's let it run for a couple of weeks and see if we notice any increase. If we don't notice any increase, then we might say, well, let's look at the thumbnail. How does the thumbnail perform? And then we might change that thumbnail and we'll let it run for a couple more weeks. Then we might get in there and say, all right, we want to change the description of that video. In other words, we'll look at it one piece at a time. And what we're doing is we're kind of tweaking it. You know, as a kid, it would be one of those things where I remember my dad would have to get outside and move the rabbit ears for the television to say it's just right. The signal is coming in strong. Well, we do the same thing. We don't tear the, the, the antenna off the roof. We slowly adjust it until we get the right signal. Because ideally, if we can take that same video and we can say, hey, 10 people were, were watching that and now we got up to 100. We 10x our effort and we didn't have to really do anything different. And then we would just slowly go through all of these and keep moving up. The one that had 1300, you know, this is a little different. This is something about pickleball. So maybe you wouldn't do that, but that's when it comes to marketing. Again, this is a, this is a channel that has many different topics on it, but we might, we might go through here. And again, take one piece at a time. The same thing can be true if you look at a blog post, if you have Google Analytics on your website and you're saying, hey, there's some particular posts on my website are doing really well and getting all this organic traffic. What are the common things for that when you already have a lot of traffic? Like I'll give an example, one of our clients, they were getting about 7 or they are getting about 1700 views coming to one particular blog post every month. Well, what do you think we did with this? Well, this is our own little mini Google search engine. Because what's happening is that people coming off of Google are looking for a very specific question to be answered, which that that particular blog post will answer on that post. What do we do? We put an offer on that post. In other words, we start converting some of that traffic. Who out there in Google or a search engine raise their hand and say, I want to know more about this. Oh, here's an article that does that. They come to the page where that article lies, and then through the article, they show the authority and the knowledge and the wisdom from that particular client, which then makes it natural for them to say, oh, here's an offer, you know, for $25 off to take advantage of this XYZ offer. So that's a way you can do it, and you do just the opposite. When you look at something that is underperforming, it could be changing the title, right? Then changing the media. Whether it's a video, it's the images, whatever it might be, the description, maybe the meta tag. You want to change things like that. In other words, there's no reason to create content just to create content. We want to try to get every piece of content performing at its very best and push these outliers up. I mean, if we could take a look at this, if we could push each one of these up to a thousand, and this one continues to be at 32,000 because it's growing, I think, I think it's growing at about 10,000amonth now. All right, so we should see this by the let's say by the end of the year, you know, it could be as high as 60 or 70,000 views. Well, that will all trigger into this other content because within that, we're also going to put some hey, if you like this video, watch this video. And it's kind of like what I call breadcrumbing. I've done videos on it before, so I won't bore you with that. So, anyway, that's, that's what do you do with an outlier? Well, depends on if it's an outlier good or an outlier not so good, but both should be addressed. Thanks for joining me again. My name is Jeff Harrison with Swing Point Media. You can always get a hold of me at JeffingPoint Media or Jeff at swingpointmedia. Com. That's my email address. Thanks. Have a great day.
