In this episode, we’re diving deep into how to elevate your YouTube channel’s authority. We’ll analyze insights from another YouTube expert and then pivot to explore two distinct content strategies that cater to different segments of your audience. Whether your goal is to deepen engagement with your loyal followers or to attract new viewers actively searching for your expertise, this guide will equip you with actionable knowledge.
Navigating YouTube Like a Pro: Understanding Chapters
This episode’s inspiration comes from a fantastic video by Nate Black. While our perspectives might differ on some aspects of YouTube strategy, I highly recommend checking out his insightful content. To make it easy, I’ve created a playlist starting with Nate’s video, followed by this one. You can find the link up here.
Before you jump into Nate’s content, let’s quickly talk about YouTube chapters. I use them in all my videos to enhance your viewing experience. You can easily skip to the sections most relevant to you by tapping the screen on mobile or hovering your mouse over the progress bar. This feature is invaluable when you encounter information you’re already familiar with.
So, if you’re eager to learn how to boost your YouTube channel’s authority, click the playlist link above, watch Nate Black’s video, and then come right back here for the next layer of insights.
Decoding Your Audience: Core Fans vs. Eager Searchers
Nate Black’s breakdown of audience segments – core, key fringe, and outer fringe – is incredibly useful. While I grasped the concept, translating it into actionable strategies became clearer when I framed it this way:
- Core Subscribers (Your Raving Fans): These are your most loyal viewers, the ones who eagerly await and watch every single episode you release. However, even these devoted fans can be alienated if you don’t create the right type of content for them, especially depending on your overarching channel strategy (whether it leans towards the Nate Woodbury or Daryl Eves approach).
- Casual Subscribers: These viewers liked your content enough to subscribe but might not watch consistently. They tune in occasionally, catching an episode here and there.
- Searchers (Your Potential Leads): This is arguably one of the most valuable audiences. These individuals didn’t know you existed but were actively searching for solutions or expertise you provide and found you through YouTube. Even if they don’t immediately subscribe, this discovery positions you as a valuable resource, potentially leading to them becoming clients or customers.
Two Channel Types: Nurturing Loyalists vs. Attracting Leads
Let’s consider two fundamental approaches to your YouTube channel:
- The Nurturing Channel (MrBeast Model): This type of channel focuses entirely on engaging and retaining its existing subscriber base. For massive channels like MrBeast (with hundreds of millions of subscribers), the primary goal is to create content that their core audience will love and consistently tune in for. Creating content that deviates significantly from their established niche could risk alienating their vast audience.
- The Lead Generation Channel (Business-Focused): This strategy leverages YouTube as a powerful tool to attract new leads for your business through search. While nurturing core subscribers is still important, the primary focus is on creating content that draws in new viewers actively searching for your expertise. Each episode aims to expand your reach, grow your email list, and ultimately acquire new clients or customers.
It’s crucial to recognize that these two strategies don’t effectively mix. You need to decide which approach aligns best with your goals.
Market vs. Nurture vs. Convert: Understanding Video Purpose
While the delivery and core content of your videos might be similar, their underlying purpose can differ significantly:
- Marketing Videos: The primary traffic source for these videos is search. Their main goal is to reach individuals who have never encountered your channel before.
- Nurture Videos: These videos are designed to engage and deepen the connection with your existing audience – your email list subscribers and YouTube channel subscribers.
- Convert Videos: These videos aim to transform viewers into leads. The call to action typically directs viewers away from YouTube to your website, often in exchange for a free resource or gift, allowing you to capture their contact information.
The call to action at the end of each video is a key differentiator. Convert videos drive traffic to your website, while market and nurture videos often guide viewers towards your converting content.
If you’re building a channel like MrBeast, your content will be almost exclusively nurture-focused. However, if your goal is lead generation, you’ll likely have a blend of marketing (at least 50%) and nurture videos, with occasional convert videos sprinkled in.
The Risky Outer Fringe: Protecting Your Core Audience
Nate Black also highlighted the “outer fringe” audience. While a video unexpectedly going viral and reaching this broader audience might seem like a win, it can be risky if it attracts the wrong type of viewers. This can inadvertently shift your core audience in an undesirable direction.
I learned this firsthand on my Nate Woodbury channel. Initially focused on YouTube strategy (my core content), a video explaining why I hire people in the Philippines unexpectedly took off, attracting a massive audience from the Philippines. While well-received by my initial core audience, the overwhelming influx of new viewers interested in employment opportunities drastically altered my core audience. Consequently, when I returned to creating YouTube strategy content, my shifted core audience wasn’t as engaged, signaling to the algorithm a potential disconnect.
If you’re employing a lead generation strategy heavily reliant on search, maintaining a balance between marketing and nurture videos is crucial. Your nurture content must deeply resonate with your core audience. Monitor the performance of your videos and analyze the demographics of new subscribers. If a video attracts an audience that doesn’t align with your goals, consider taking it down to protect your channel’s direction.
The Power of Search Traffic
Search traffic is the most valuable source for lead generation. By analyzing reports within YouTube Analytics, you can track the growth of your views specifically from YouTube search. Consistently increasing views from search indicates that your content is effectively reaching individuals actively looking for your expertise.
Leveraging the “Publish to Subscriptions Feed” Feature
YouTube offers a valuable feature that allows you to differentiate between marketing and nurturing videos. When scheduling a video, you can uncheck the “Publish to subscriptions feed and notify subscribers” box.
For videos designed to attract new viewers through search (marketing videos), unchecking this box prevents your existing subscribers from being notified about potentially repetitive content. Conversely, for nurture videos that you want your core audience to see and engage with, you’ll want to keep this box checked.
Building Authority Through Search-Optimized Content
In my opinion, especially if you’re using YouTube for lead generation, the most effective way to build channel authority is by consistently creating content that your target audience is already searching for. By understanding their needs and questions, you can create valuable videos that not only attract new viewers but also establish you as a trusted authority in your niche.
To learn the specific strategies for uncovering what your audience is searching for, I highly recommend watching my next video, “The YouTube SEO Secret Strategy.” Click here to learn how to build significant channel authority. I’ll see you there!
