Translating Content into Live

Maggie (AmpLive) is discussing how to translate and curate content from other marketing platforms into their live solutions.

Welcome to the Translating Content into Live Thinkwire powered by SummitLive!
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!
Maggie, welcome and thank you for being here. As a content pro, I’d love to just start off by asking: do you think it’s necessary to change content for live from other static platforms?
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 makes sense-- living, breathing content is definitely more engaging to audiences! Do you think this engagement affects the way you create the content? If so, how?
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.
You’re so right! That’s probably why we’re here on Thinkwire, too, haha.
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?
Yes it does. That’s great advice! Since you mentioned replying via chat window, that’s another pain point many marketers have felt. Do you have insight in how you use text during livestream?
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.
Since you bring up the idea of having multiple people on board, do you have any tips for moderating a panel’s direction and discourse in a webinar (or any other live platform) vs. in person?
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.
Good to know! Do you have any last words of advice to marketers who are looking to get into the live content space but only have relatively static content?
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!