08 Jan Promoting Your On-Demand Content – The ‘P’ in CPR
Fact: in 95% of cases, the emphasis should be on promoting your content rather than creating it.
It’s simple ROI: if you spend an hour creating a powerfully evocative webinar (and that’s just the filming), why would you only spend five minutes ensuring people see it?
With more audiences tuning into on-demand content, it’s essential that you make the most out of your recorded webinars and webcasts with the right promotion strategy.
Here are some tips to help with breathing life into to your on-demand content:
Blog it out
Already have an engaged community? Use them! The webinars and webcasts that you create are perfect when it comes to creating content for blogs. Once your event is hosted, consider writing a summary of what was discussed in the event and outlining key points—words + video = shareable content!
Promote your blog throughout your live event and encourage attendees to follow it to receive any follow up material. This will further engage and create lifelong followers.
If there’s one thing that social media loves, it’s video! Facebook, LinkedIn and YouTube work best for multimedia but don’t shy away from taking snapshots of your event and using other channels such as Instagram. Ensure your posts are intriguing (posing a question works a treat) and try to spread each one out weekly on the same day and at the same time.
LinkedIn sponsored ads are also a great way to market your content to a targeted audience. You can segment by industry, job title, location and a whole lot more. It’s also a great place to ‘tag’ your presenters and encourage them to share to their networks!
If you have a specific call to action, make sure you create a stand alone landing page/registration form so you can track and measure your ROI more effectively.
Think about the future
During the editing phase, consider picking out the best parts of your content, adding some music and then using it as a ‘sneak peek’ into your series.
This will give your audience an idea of what to expect and will also enlighten others on what your organisation is trying to achieve. Upload it to your events webpage, send it out in your email communications and expect to be positioned as quite the innovator!
What are you waiting for? Start distributing your on-demand content today and reap the rewards!
Looking for more tips and tricks? Check out our article on effective content recycling, or our guide to effective content creation.