26 Jun Learn Live Content Marketing Best Practices
You know stay content material has begun to take full steam when it seems in your Facebook cellular utility. It’s humorous to suppose that we are able to now take a look at UI/UX implementation with industry-leading purposes as a precursor to content material deployment, however such is the case with this phenomenon. Live content material isn’t something new. We’ve loved it for ages, from storytellers to playwrights, from the radio to the tv.
Specific to content material advertising, one might argue it began with “streaming content.” From its humble beginnings pushing audio, leapfrogging into grownup leisure feeds, all the way in which to real-time connectivity to occasions and information — individuals need content material, they usually one it now. Or in some circumstances, they need the notion of the content material in actual time. I’ll circle again to that momentarily.
I’m not going to make the most of this put up as a discussion board to speak about any kind of litigious infractions that may outcome from stay content material. This is one thing it’s best to take up with an lawyer because it pertains to the kind of content material you propose to gather and stream. But for those who intend to make the most of this for outlined advertising functions, or an outlined model, then it will be in your greatest curiosity to guard your self by doing so. That stated, an excellent useful resource I’ve discovered is a private buddy of mine Kerry O’Shea Gorgone, J.D./M.B.A. Here’s an awesome couple of articles to get you began:
While it will be simple for me to re-replicate what Kerry has so dutifully outlined in her authorized guidelines, my greatest practices will probably be coming from a extra puritanical advertising perspective.
One of the various issues all of us do with a shiny new toy is play with it earlier than we inform anyone that we’ve it. Brands and entrepreneurs usually do the identical factor. Even if it’s in a microcosm, it’s essential consider your content material within the stay atmosphere very like you’d a stay newsroom. You nonetheless want to inform individuals that you’re going on at a particular time, what sorts of matters you’re masking, and why they need to even care. Therefore, inside your content material advertising calendar, preemptively plan to assemble social media posts across the stay stream. Just like all nice e mail or podcast, consider methods to hook the viewers into desirous to cease what they’re doing and sync up with you at a particular time.
Stick to your weapons:
Other than being tossed right into a wooden chipper or maybe set on hearth, some of the painful issues we would need to endure is logging on to a streaming connection solely to have to attend 10 minutes earlier than precise connectivity involves life. At this level, you’ve not solely misplaced my consideration and presumably my loyalty however model credibility as properly. So the dear lesson is to ensure you go “on air” while you say you’re presupposed to. Even if you’re simply sitting there ready for one thing to occur, I wish to know another person is sharing my ache.
Graphics are a plus:
Depending on how you propose to go stay, and which instruments you utilize, usually you may create title overlays to establish individuals and relay what’s occurring within the video. This is suitable relating to long-form stay content material similar to conventions, seminars, and academic materials which will have individuals logging out and in at completely different occasions. If you may insert particular updaters as to the content material that they’re watching, you’re extra apt to entice a person to remain linked to your content material and improve retention. This, in fact, goes for issues additionally similar to decrease thirds that outlines the speaker’s title, social handles and title. Making good with the SMEs will all the time repay in the long term.
Create a parallel discussion board for chat:
Some of the higher instruments similar to Google Hangouts and Periscope enable on your viewers to have a secondary line of chat whereas the first content material is streaming. This is extremely essential because it maintains dwell time and in lots of circumstances provides perception to the host or content material creator as to what the viewers desires to digest.
Emulate your model:
Remember while you’re creating stay content material, WYSIWYG! What your shopper sees is biblical of their eyes at that second. Therefore, simply as I might define with “personal branding 101,” what you put on, the way you communicate, and your model of engagement will all go into supporting and emulating your model. Now that doesn’t imply that everyone has to put on a swimsuit and have large sparkly horse tooth. I, myself have created a model that’s steeped in a imaginative and prescient of a blue-collar mentality working laborious in a white-collar world. Therefore, emulating my model in a stay content material atmosphere would additionally embrace issues like a pair denims, sneakers, and maybe a snarky T-shirt.
Talking behind your again:
Just as essential as stay content material is the power to replay, share, and revisit the important thing findings from it. So upon getting the content material created, assemble an atmosphere the place you progressively redistribute it by way of your social channels over a time period. This approach you may maximize and prolong the lifetime of that content material. Once the content material is in play all through your social media advertising efforts, you may assemble completely different avenues of dialog concerning the important thing takeaway.
Styles, and your A/V gear:
One of the final issues you may focus on relating to greatest practices concerning stay content material is the audio-visual gear you utilize. Not solely do you have to take into account the suitable gear on your viewers, however what does it say stylistically about your model? A half a dozen years in the past, content material for on-line might go as “low fidelity” and didn’t should be as crisp and clear as what we have been accustomed to in tv. Now that content material is blurring the strains between tv and on-line, so is the demand for the standard of content material that your person will devour. Nevertheless, you should still end up in an atmosphere the place a easy mobile phone digicam and built-in microphone will do the trick. Man-on-the-street interviews, breaking information, and viral movies usually are sensationalized by the sense that they aren’t completed professionally. They “feel” like they’re completed by anybody, and, subsequently, solid a way of authenticity as a result of it resonates as a “that could be me” second.
When creating content material that you simply intend to distribute progressively over a time period, you wish to take into consideration using higher tools to create higher outcomes. This content material usually has intro and exit slides, graphics, and different skilled post-production strategies.
Realize that if you end up coping with stay content material, until you’ve a multi-camera arrange, you could have a digicam fastened on sticks, or a “run and gun” really feel to a one digicam and microphone operation. While usually it’s completely acceptable in actual time, for those who intend to repurpose that video, sweetening it with graphics and post-production can drastically improve the extent of perceived professionalism and thereby prolong its longevity.
I might get right into a thousand conversations because it pertains to cameras and audio tools, however that isn’t the aim of this put up. For you, it will likely be a means of finances and due diligence to accumulate the suitable setup on your stay content material wants. As time progresses, and know-how adopts the notion that increasingly more shoppers and viewers contributors are going to demand real-time content material, so will grow to be the benefit through which to take action in addition to the merchandise through which they’re completed with.
Keep it stay!
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