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.