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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We’d love to start a conversation with you about how we can create results for you. First step? Request your very own Guide to Ghidotti to learn more about our public relations and content marketing firm. This is a look inside our agency and will give you a good feel for who we are, what we do and how we partner with our clients to move the needle.


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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 for three positions listed below – Account Executive, Account Supervisor and Media Relations Manager.

Account Executive Job Description: 

In the Account Executive position, emphasis is placed on growing independent work within the areas of project management, client relations, media relations, digital/marketing, and/or lead generation among other skills. You are the face to our clients and will play an integral role in daily communication and should be able to demonstrate tactical excellence. 

  • Write client and internal correspondence effectively and with limited supervision.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events. 
  • Proactively identify blog content story ideas and work with the supervisor to develop. 
  • Develop relevant blogs, e-newsletters and website content effectively and with limited supervision. 
  • 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. Efficiency with Canva, a plus!
  • Assist in the management of interns, when applicable. 
  • Be proficient in WordPress.
  • Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.
  • Depending on the needs of the service area, responsibilities may extend beyond the items above as skill sets, client contracts and other extenuating circumstances dictate.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Account Supervisor Job Description: 
In the Account Supervisor position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or creative/strategy for clients. This position requires fully developed specialty skills, a strong understanding of the industry landscape and an understanding of client priorities and objectives.
  • Serve as the account strategist/lead and oversee/play a clear leadership role on at least three clients.
  • Manage the implementation of work plans and ensure client deliverables are successfully met on deadline.
  • Play a leadership role in the sales process by identifying additional services to sell to existing clients and assisting with RFP responses, new business proposals, presentations, etc. with senior leadership or independently.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients.
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.
  • Begin to play a role in the agency’s marketing efforts, guiding aspects of certain campaigns and/or helping to execute in their areas of expertise.

Account Services: 

  • Play a clear leadership role in the planning and execution of integrated marketing campaigns for clients.
  • Develop and write comprehensive strategic marketing plans for clients.
  • Handle vendor contracts and ensure proper billing.
  • Demonstrate a clear track record of successfully meeting deadlines and timelines.
  • Handle day-of logistics on behalf of clients, responding quickly and effectively.
  • Assist in providing leadership and professional development on client relations, helping team members improve their skills in managing conflict, presentations, sales, etc.

Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns, marketing collateral, etc.
  • Oversee the development of marketing materials and branding campaigns.
  • Manage creative marketing campaigns on behalf of clients.
  • Demonstrate a clear track record of leading brainstorms, and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for proposals, new business proposals and current clients’ marketing campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Media Relations Manager Job Description: 

In the Media Relations Manager position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or strategy for clients. This position requires fully developed specialty skills, a strong understanding of the public relations industry landscape and an understanding of client priorities and objectives. 

Main Responsibilities – General: 

  • Serve as the account strategist/lead and oversee/play a clear leadership role on media relations client accounts.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients. 
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.

Main Responsibilities – Media Relations: 

  • Develop strategic media relations plans, direct management and outreach for client accounts with the supervision of Senior Leadership.
  • Perform with Senior Leadership to prepare a plan for strategic crisis communications.
  • Manage and facilitate the execution of media relations outreach for special events, programs and major initiatives.
  • Perform as spokesperson and coordinates official responses to media inquiries.
  • Conduct media training with clients in preparation for external media interviews. 
  • Support framing and development of main message points for better positioning prior to media interviews.
  • Prepare speeches, talking points and varied communications materials assisting client spokespersons.
  • Write pitches, backgrounders, press releases, key messages and blog posts.
  • Manage and monitor reporter hotline, client media relations calendar, metrics, media relations processes and press release approvals.
  • Propose ideas proactively for media pitches to stimulate media coverage.
  • Consistently pitch stories and secure strategic media placements assisting client reputation and business goals.
  • Manage and supervise media events along with initiatives defining company stories.
  • Identify proactive stories for trade, business as well as consumer media across multiple client industries.
  • Develop and maintain close media relations to improve press efforts.
  • Identify brands promoting opportunities and improve awareness of services and products.

Main Responsibilities – Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns (webinar/live stream events), etc.
  • Demonstrate a clear track record of leading brainstorms and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for new business proposals and current clients’ PR campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

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?

Apply for one of our open positions or just send us an email letting us know why you should be part of this Rock Star team. Email bethany@ghidotti.com.