5 Ways to Integrate Live Streaming Into Your Content Marketing Strategy

October 5, 2016

7:30 pm

Live streaming video has become incredibly popular in recent years. In fact, it’s become so popular that it’s nearly impossible to scroll down your Facebook feed without seeing at least one live broadcast. If you’re like most people, you’re probably spending quite a bit of time consuming live streaming content. After all, it’s everywhere.

Meerkat, Facebook Live, Periscope, and other technologies have given both individuals and brands the tools they need to create live broadcasting experiences for their audiences. Essentially, a new form of content has emerged, and lots of opportunities have come along with that. This includes the ability to leverage live streaming as part of your content marketing efforts. But how?

Create Buzz by Promoting Your Event

One of the first steps you need to take when planning a live streaming event is to create a promotion strategy. This is especially true for your inaugural broadcast because otherwise, no one is going to see your work.

Announce your upcoming broadcast at least a week in advance. Post snippets of information about what your audience can expect. Build anticipation. Send out direct messages to those you think will really get something out of your broadcast, or who will bring others along with them to watch and participate.

Find the Perfect Event

What should you live stream? If you want to add live streaming to your content marketing, you’re going to need the perfect event.  You’ve seen it working out wonderfully for other brands, but you aren’t sure how to use live streaming to reach your audience.

The answer to this question might be in your calendar or daily planner. Do you have a convention or other industry related event coming up? Could that be the perfect opportunity to do a live broadcast? What about an upcoming speaking engagement? Get your voice heard by even more people by live streaming your next presentation. Are you planning to visit a company branch or satellite office? That’s a potential, live content gold mine.

According to Sameer Sharma, editor at All Streaming Sites: 

“The possibilities for using live streaming to improve your customer outreach are nearly limitless. Smart marketing professionals aggressively and proactively seek opportunities to reach out to their audiences via live broadcast. It takes a bit of imagination and thinking outside of the box, but the payoff is well worth it.”

Focus on Great Production Values

Before you go live with a streamed broadcast, do a few dry runs. Practice filming yourself with an invitation-only audience. Get used to interacting with them, and play around with your equipment until you get the best possible quality. Ask your audience for constructive criticism, and to let you know if there are any technical difficulties. This way, when you are ready to create live content, you can be sure that you are offering your audience the best experience possible.

Be Responsive

One of the best features of live streaming is that your audience can interact with you. Make sure you are doing everything you can to encourage this. Welcome new viewers as they sign on. Take requests. Ask and answer questions. Encourage viewers to leave feedback, to invite others to watch, and to share your broadcast once it is available after the live feed has ended.

You don’t get too many chances to interact with your audience in real time. Take advantage of this opportunity, because other companies definitely are.

Live Stream Regularly

Live streaming can have a powerful impact on your content marketing success. However, in order to enjoy that success, you must make live streaming a regular offering. Sporadically offering up a live streaming event isn’t going to do much when it comes to building up your audience, or attracting people to your website. Find opportunities to live stream on a regular basis. A few ideas include:

  • Interviewing a member of your team or an industry influencer
  • Taking viewers on a tour of your offices or factory
  • Shooting live video demonstrating new uses for your products
  • Live streaming fun content such as visiting local attractions
  • Hosting AMA sessions

Live streaming should be a part of any content marketing strategy. The potential benefits are too great to ignore. Use the tips above, and this new content format will help you to reach out to your audience and create engagement.

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Dianna is a former ESL teacher and World Teach volunteer, currently living in France. She's slightly addicted to apps and viral media trends and helps different companies with product localization and content strategies. You can tweet her at @dilabrien

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