BLOG POST BY SARAH MALCOLM, CHIEF DIGITAL STRATEGIST AT THE NEWS FUNNEL
No trend has disrupted the content marketing world in the last twelve months like live video. The early data indicates people spend three times longer watching a live video than pre-recorded content. People like being included in the “now.” Live video makes brand fans part of the experience. How can content marketers improve engagement during live streaming video?
1. The “Live” newscast
Each week, bring your audience the latest in industry trends. Build anticipation by locking the newscast into a set schedule. If followers know you will broadcast live every Monday at 2 pm, they start to making time to watch the newscast. A regularly scheduled program allows for you to pitch upcoming content ahead of time. Distribute more content after the live newscast, as in “If you missed today’s newscast, catch up here!” or “Here’s the link I mentioned in today’s show.” On social platforms like Facebook and Youtube, the archived videos demonstrate your industry knowledge and continued engagement.
2. Promote other content in video
People prefer shorter video. As a content marketer, that's good news because you'll spend less time brainstorming topics, researching, outlining scripts, shooting, and distributing. On the flip side, because the videos are short, the visitor engages with your brand for a brief time period. That is unless you strategically use the video to drive further engagement with additional content. During the video find ways to tease related content on your website and other channels. For instance, if the broadcast discusses capital gains tax in commercial real estate, tell the viewers about the free downloadable PDF guide on 1031 exchanges on your website. Add the link onto the video or in comments to make it easy to find.
3. Ask for questions
To get the audience involved before, during, and after, solicit their feedback from the start. If you have a set video schedule, tease the topic for the week in social media posts and solicit audience questions ahead of time to answer during the broadcast. Even if you do not have a scheduled live series, ask the audience what questions they might have about the industry. Use their answers to create videos. Mention the source and invite the viewers to ask questions during your broadcast. After the live shoot ends, pay attention to any feedback that comes in afterward to show your audience you're constantly engaged with them and their needs.