The Redback Team
6th January 2016
Online Content – Three Ways to Give it Life with CPR!
The 3 step guide to compelling content
I don’t know about you, but if I am going to invest time and energy into presenting a 30-60 minute webcast then I want it to live as long as it can. I also want to cater to as many as possible, especially those who weren’t able to attend in a live capacity.
Think Netflix, Freeview, STAN – we are becoming more demanding when it comes to on-demand content and if we can’t get it when we want it, we’re more than happy to go elsewhere.
While many are starting to understand the benefits of hosting their webinars and webcasts online, there still seems to be a struggle. We aren’t taking full advantage of the online platforms available to us and as for ensuring we have a clear strategy in mind before we go live, well that just becomes an afterthought.
So how do we fix it? How do we make sure we’re making the most of our amazing content?
When wanting to breathe life into my content I always think of CPR – Creation, Promotion and Recycle. In this blog I’ll cover the creation aspect – hopefully it helps!
C is for CREATION
This comes in two parts, think about creating your live footage as well as the main entry points for your on-demand videos.
Creating your Content:
Remember taping TV shows with a VHS Player? Remember fast forwarding the ads and seeing pop up advertising for the next episode of Blue Heelers? Annoying, irrelevant and completely unnecessary.
When filming a live webinar or webcast always consider your on-demand audience. The tips below are very simple but they will make a difference when it comes to engaging those in virtual land.
When hosting/presenting live always consider the following:
- Be careful of words such as “Good Morning” or “Happy Friday” – your on-demand viewers could be watching at any time of the day
- Housekeeping rules are essential during a live event but your on-demand viewers don’t need to know about how to get support or ask live questions
- If you’re advertising future events always use a slide within your PPT presentation and then cut it out during the editing process, this way your content has no expiry date!
Creating your on-demand entry point:
The Big Decision – how will people watch your event once it is over? As an event organiser you have two main options when it comes to hosting your on-demand content – free or paid. Here’s some further information as well as the pros and cons of both options.
Video Hosting Platforms: software-as-a-service (SaaS Vendors)
SaaS vendors provide the perfect way to showcase your content. They are affordable; provide essential tracking capabilities and excellent branding exposure for you and your sponsors– think corporate YouTube.
- Branding: You and your sponsors will get maximum exposure – everything from customisable logos, colours and links
- Analytics: Track who watches your video, the duration and even behaviour. Front end registration capabilities also mean you can capture additional data or pre-upload registrations so only your database can enter
- Dynamic Viewing: These player pages give you the ability to organise each video and present the most related videos based on what your attendee watches. This works perfectly for multiple events
- Marketing Opportunities: You can include calls to action, downloadable information and links back to your website – making it easy to capture leads or promote future events.
- The Cost: As mentioned, these platforms do cost money. In saying this, their popularity and recent improvements in technology mean that they are relatively affordable and will suit most budgets
- Limited Exposure: If you’re hosting a paid or members only event then this becomes irrelevant, however; if you’re looking to generate leads and exposure these sites aren’t always considered the best option
Video Hosting Platforms: User Generated Content (UGC sites)
UGC sites such as Vimeo and YouTube are still very popular options when it comes to hosting on-demand content. They still allow you to embed videos into your own website, expand potential viewers and increase your online presence.
- The Cost: It’s free – and even if you decide to upgrade the fee is minimal and in most cases, a monthly/annual subscription applies
- Channels: As an organisation you can create your own channels on these sites complete with customisable URLs and some branding
- Exposure: Is your event relevant to anyone? Over 6 billion hours of video are watched each month on YouTube alone – that’s almost an hour for every person* on earth!7 Uploading your content onto a UGC site means more eyes and potentially more leads
- Easy Integration: These sites automatically generate an embed code which makes it simple to add your video to your website, blog or social media pages
- Limited Analytics: While you can restrict views to these pages, capturing data is something that cannot be achieved
- Limited Bandwidth/Uploads: Depending on the UGC site, some restrict the duration, number of videos and upload size of each video
- Limited Branding: While you can brand these pages to a certain extent, consider your target audience. To some, sending them to a YouTube or Vimeo page may not portray the corporate image you are looking for.
There you have it – tops tips when it comes to creating your on-demand content. Next week we’ll uncover the P – Promotion of On-demand Online Content.
Until next time,