I’d love to welcome our guest, Maggie Norby-Adams to our SummitLive Thinkwire! She is currently Director of Marketing at AmpLive. We actually just finished doing another Thinkwire piece you should check out!
Hi Kat! Always a pleasure :) To answer your question — I think live offers something special for audiences who might feel like they’re missing the human side of brands. It offers an opportunity for interaction, and a sense of immediacy that isn’t present in other content formats.
That’s a great question. I think marketers have a lot of unique opportunities when they’re communicating with live video, and that can influence what we choose to create. The live format inspires more interactive events, like Q&As, giveaways, and live product launches and demos.
To get to the meat of the topic now, I want to know, when I create content for e.g. social media, blogs, white papers, or collateral, how do I translate this data-rich, static content into live content especially in the B2B space?
Yes! Exactly. I think blogging and on-demand video and infographics and e-books... all of those forms of content are great and valuable, but after a while you start to crave something more interactive and dynamic.
What I’d say is that you can take the message from your static content and put it into a conversational format. Ask for feedback and questions in real-time, as you walk people through your presentation. Get feedback while you educate, so the learning goes both ways.
That’s great advice. Something I’ve struggled with previously is finding the line between engaging the audience vs. structuring the narrative and content I’ve prepared previously. How do you usually strike that balance?
You’re right, it’s not easy. I’ve tried running webinars with a designated team member handling the chat window during the presentation, but I’ve found that it’s more engaging to have a scheduled time for questions at the end. It gives people a reason to stay on and watch.
Plus, it lets the audience interact directly with the person they came to see, and it lets people focus on one thing at a time. You can also split things up into segments with their own Q&As if your content lends itself to that kind of format. Does that answer your question?
To be honest, I haven’t really found a solution that’s better than addressing questions verbally. In terms of using text ... I’d say just make sure there’s a separate person handling chat so it doesn’t interrupt the flow for other viewers.
Oh interesting ... I think for virtual events it’s even more important to plan in advance and communicate with everyone. Especially in a Webinar, where all of the speakers may not be in the same room or able to check in with one another/read each other’s body langauge.
I guess what I’d say is that it’s really not as scary as it seems. Just be yourself and remember to provide value for your viewers in the form of educational content or entertainment. Keep your viewers in mind, and capitalize on the connection that live content promotes.
On that (perfect) note-- I’d love to thank Maggie for sharing with us and thank you for checking this out! You can discover more about content on Amplive’s blog linked below. See you soon in our next Thinkwire!