How to Introduce Live Video into Your Content Marketing Strategy

Successful content marketing takes time and energy and let’s be honest, as you begin to develop your strategy, you simply can’t do everything at once. Writing a daily or even weekly blog may seem simple at first, but when you add keyword research, interviews, graphics, photographs, CTAs and careful integration into your broader digital marketing workflow, not to mention content calendar, it can get complicated. Then there are all the other ideas funnelled your way from those outside the public relations and marketing team. Once you do have your foundational processes down, though, one of the most significant (and potentially daunting) next steps you can take is the introduction of live video. Here are five things to consider as you contemplate how to introduce live video into your content marketing strategy.

Determine Where Live Video Fits in Your Content Strategy

Live streaming video has come a long way since YouTube and Facebook Live, meaning there are countless ways to integrate it into your content strategy. You need to decide where it fits and where it doesn’t. Facebook Live is great for public awareness, general consumer marketing and cultural events. It doesn’t really do anything to build your marketing lead list, though. More professional audiences might gravitate to LinkedIn with its new and growing video integrations and although the audiences may be smaller, depending on your goals they could be a perfect fit. 

Almost every webinar platform now offers a live video streaming option and with some technical know-how, a small team can produce a highly polished live broadcast for very specific audiences. Webinars also give you the opportunity to build lead lists with email registration, restrict audiences to current customers or clients, and answer audience questions live, which builds trust and thought leadership on a topic.

The important thing is to determine what you want to accomplish and how/where live video can help you achieve those goals. Start there, grow as needed and when you’re ready, plenty of new platforms like Restream or StreamYard will allow you to live stream a single event to multiple platforms simultaneously, giving you the opportunity to amplify your ROI without investing the time and energy necessary for multiple events.

Make a Plan For Your Live Video Event

Once you know where live video fits into your content marketing strategy, it’s time to make a plan. A solid, executable plan will be the difference between an awkward, rambling live video experience that no one wants to repeat or a successful event that has your customers, clients and leadership excited for more. That all begins with the format. Decide who your live video streaming event should feature and how. Will it just be them and the camera? Will there be guests or will you need a moderator to guide the broadcast and make sure everyone stays on task. What about slides or pre-recorded video elements (think commercials)?

Once you know the format for your live video event, decide on a topic and build your outline. In general, the more specific you can make your topic the better. A focused topic helps you target your audience and allows them to self select for topics that offer the most value to them. If you’re capturing emails through a webinar platform and integrating with a broader digital marketing plan, this helps you keep that list as clean and qualified as possible too. If you go too broad, you could easily miss your most qualified customers.

When it comes to the outline, make sure you highlight the key points you want to cover and when, but avoid trying to write a script. Unless you’re working with trained news broadcasters or acting talent, no one on your team will be able to follow a detailed script for the full duration of the 30-60 minute live video event and asking them to try is a recipe for disaster. Instead, think in bullet points and rehearse them ahead of the event so a moderator can quickly and easily get your talent back on topic if necessary.

Keep It Professional On-Air

Beyond treating a live video streaming event with the same respect and professional decorum you would offer your customers and clients in person (and yes, that will vary by company), take the steps ahead of time to make your broadcast look as professional as it can. That means in addition to clear topics and professional presentations, you need to find spots to integrate your company’s branding and other clear messaging. That includes a clear Call-To-Action or CTA so those watching the live video event can take the next step you have in mind for them. Remember that they’re not going to figure that out on their own. You need to clearly and professionally tell them what that next step is and why it is right for them.

On top of branding, if you’re stepping into the live video arena, you need to look the part too. Although we tend to get more relaxed when we’re on a webcam vs. in the conference room, you need to treat live video streaming events as though they were face to face meetings with your customers and clients. A company vice president once asked us if something was OK for them to wear for their live video briefing with clients. We simply asked if they would wear it if the same clients were coming into the office. They went and changed.

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Identify and Solve Technology Challenges Ahead of Time

Take a deep breath and prepare yourself. You will face stumbling blocks as you introduce live video into your content marketing strategy. It’s inevitable, but instead of allowing yourself to get frustrated or lose the confidence of your executive leadership, help yourself and everyone around you realize that this is a learning process. Each event gets better based on what you’ve learned from previous live events. There are only so many problems you can fix beforehand, but that said, put in the time to find and solve as many of those problems as possible.

If you rush into your first live event, expect a disaster. Instead, take the time and practice, ideally with everyone who will be there for the live event. Host a practice live event that no one can see but your team. The more problems and technology challenges you face during practice means the fewer roadblocks you’ll have to overcome once you finally hit that “Go Live” button for real.

Focus on Results Before Next Steps

Live video can be exciting and if your first event goes relatively smoothly, expect an adrenaline rush for everyone involved as soon as you wrap up. Energy levels will be high and ideas will be flowing for the next event, but once you celebrate, this is where you need to hit the pause button. Start digging into the data from your event. Compare it to your goals. Did your Facebook Live event have high reach and views, but few to no clicks on your Call to Action? Did your webinar have exceptional attendance (35–40% of registrants is average), but most attendees left after the first five minutes? Dig into those results to learn what worked, what didn’t work and what you can improve for future events. That way, each live video streaming event your company hosts will be bigger, better and more awesome than the last one.

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Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

Ghidotti is currently hiring a Media Relations Specialist and Fall PR Intern! 

Media Relations Specialist

The media relations specialist should possess superb project management and organizational skills, as well as excellent communication and interpersonal skills with the ability to multitask in a fast-paced environment.

To ensure success, media relations specialists should demonstrate fantastic time management, great creativity with a keen interest in creating and implementing cost-efficient and effective media campaigns, as well as effectively analyze the impact of campaigns on the company’s bottom line.

By assisting the team in the execution of client activities and learning the basics of services offered across all areas of the agency, the media relations specialist will play a crucial role in supporting client service teams. 

Main Responsibilities

  • Write client and internal correspondence effectively and with limited supervision.
  • Develop content for broadcast, print and online distribution channels to include press releases, media advisories, blogs, e-newsletters and website content with limited supervision.
  • Negotiate with media channels to close competitive deals.
  • Serve as the agency’s media liaison and formal spokesperson, and effectively place client messages and spokespeople in target media outlets.
  • Scan the media marketplace to keep up-to-date on the latest media trends.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events. 
  • Proactively identify story ideas and work with the supervisor to develop.
  • Successfully manage independently the execution of all client content calendars, which can include media relations pitch calendars, blogs, social content and paid media campaigns.
  • Exhibit competency and efficiency in drafting copy for client marketing materials and/or campaigns, such as website content, e-newsletters, collateral materials, paid media campaigns, etc. 
  • As it relates to social/digital media, regularly suggest ideas, manage the planning, and comfortably execute campaigns on behalf of clients. 
  • Assist in the management of interns, when applicable. 
  • Monitor all campaigns, and report on results.
  • Build long-term relationships with media houses.
  • Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.

 

Fall PR Intern

We’re looking for a resourceful go-getter who enjoys fast-paced work in an agency environment and is eager to learn the ins and outs of public relations, media relations, social media management and content marketing.Our team members are expected to complete high-quality work, juggle multiple tasks, keep projects on track, and be accountable for results. The right candidate will be a motivated problem-solver who will thrive in a deadline-driven environment.

Responsibilities:

  • Writing for social media
  • Posting to social media platforms (Facebook, Instagram, LinkedIn, Twitter)
  • Creating Canva graphics
  • Brainstorming/Researching Ideas
  • Logging media clips
  • Assisting with video production and Facebook lives for clients
  • Building media contact lists
  • Uploading content to content management sites for clients
  • Assist with client events
  • Media Relations outreach
  • Attend internal meetings and potentially take notes for client meetings
  • Assist with office errands and organization
  • Assist with general project management and scheduling

What We Want:

  • Experience with writing/posting to social media sites and using Canva is preferred.
  • Experience with photography and/or video creation or production is a plus.
  • Creative problem-solver
  • Organized and able to prioritize work under pressure
  • Strong organizational and time management skills
  • You are resourceful.
  • You are humble.
  • You know what needs to be done because it just comes naturally.
  • You are accurate with an attention to detail.
  • You follow instructions.
  • You have a life outside of work that you love and nurture.
  • You love learning new things.
  • You ask questions when appropriate and know how to Google the simple things like your life depends on it!
  • You treat our clients and your team members with respect.
  • You are funny.
  • You are caring.
  • You are a good friend and co-worker.
  • You are creative and think of brilliant ideas in your sleep.
  • You are resourceful. It’s so important that we’re mentioning it again!

Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Summer Fridays

    We get an early jump on the weekend every Friday during the summer.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

To apply, please submit the following via email to careers@ghidotti.com

  1. Cover letter and PDF of your resume 
  2. References: 2-3 minimum
  3. Tell us how you heard about this position