Different Markets

We have two dis­tinct mar­kets at Hudl, Competitive and Elite. Competitive cov­ers high school (or sec­ondary school), small col­leges and ama­teur clubs. Elite is made up of pro­fes­sion­al clubs, nation­al gov­ern­ing bod­ies and U.S. Division I uni­ver­si­ties. When writ­ing for each mar­ket, con­sid­er who you’re writ­ing to, the lev­el of infor­ma­tion they already have and the con­text around the content.

These users are pri­mar­i­ly coach­es and ath­let­ic direc­tors, but they can also be par­ents, play­ers and fans. We’re talk­ing to high school foot­ball coach­es who’ve used film review since the days of actu­al film, club soc­cer coach­es who are just start­ing to record their games, ADs who don’t real­ize Hudl is more than a foot­ball tool, play­ers who want to com­pete at the next lev­el — and that’s just scratch­ing the surface. 

Each of the users men­tioned above, and all the oth­ers, have spe­cif­ic needs Hudl can address. Keep these things in mind when writ­ing to them.

Our prod­ucts solve dif­fer­ent prob­lems for dif­fer­ent users. The ben­e­fits an AD gets from Hudl are dif­fer­ent than the ben­e­fits to a coach — and there are unique prob­lems that vary from coach to coach.

At this lev­el of play, there are coach­es who rely on Hudl to improve and grow their pro­gram, and coach­es who depend on us to give them a bet­ter work-life bal­ance. See the full Jobs to Be Done research to get a bet­ter sense of the prob­lems Hudl solves for the Competitive market.

It can be tempt­ing to throw all Hudl’s capa­bil­i­ties at a new user, but for a coach who hasn’t used video review or analy­sis tools (which is the case for many high school and club coach­es), it’s easy to hit infor­ma­tion overload.

Avoid jar­gon or get­ting too deep into tech­ni­cal details about the prod­uct. Understand the audience’s pain point, then focus on address­ing it as clear­ly as possible.

Though these users may have less on the line than pro­fes­sion­al teams, they’re still using the indus­try-lead­ing prod­uct in video and data analy­sis. Hudl is a pre­mi­um prod­uct. It should feel premium.

To that end, con­tent should be clear, con­cise and com­pre­hen­sive. But don’t mis­take high-end” for high­ly for­mal — remem­ber that sound­ing human is a key part of Hudl’s voice.

These users are con­stant­ly in envi­ron­ments where the stakes are high, the pres­sure is on, and there’s lit­tle room for any­thing below a pre­mi­um stan­dard. It’s impor­tant that we address their wants and deliv­er on their needs — cre­at­ing con­tent with a pur­pose. If you feel like you’ve lost sight of your ulti­mate goal, you may need to course-cor­rect to keep the cus­tomer at the core of your mission.

There are three key things to remem­ber when cre­at­ing pur­pose­ful con­tent for our Elite market.

Who is your con­tent real­ly for? Coaches don’t need to know every­thing they can do with Hudl, they just need to know how it will help them win. Analysts, on the oth­er hand, need to know every­thing that Hudl can do and how they can edu­cate the rest of their staff on how to use it.

Don’t be afraid to dive into the research to find out how Hudl has improved work­flows or pos­i­tive­ly impact­ed game plans. Once you pin­point the val­ue we bring to each unique role, you’re golden.

What do they know already? They’re absolute­ly experts in their sport, but they might not be a Hudl expert yet.

It’s impor­tant to strike the right bal­ance by pro­vid­ing enough back­ground infor­ma­tion for some­one who may be new, but nev­er talk­ing down to them. After all, they are the best of the best in their sub­ject mat­ter. Using their ter­mi­nol­o­gy to get points across and con­vey ideas will sig­nif­i­cant­ly help estab­lish trust and lev­el the play­ing field.

It’s safe to assume that this audi­ence is always pressed for time. Knowing where they might be con­sum­ing your con­tent can be anoth­er indi­ca­tor of how and when you should be pre­sent­ing the information.

As a gen­er­al rule, make your con­tent as acces­si­ble as pos­si­ble. Give them the infor­ma­tion they need exact­ly when they need it — right away.

Last Updated: 26 May 2020 at 3:06pm CDT