Creating a ‘smart city’ from the ground up in India
Palava shows a future that may work.
The Proven Guide to Using Live Video to Build Your Personal Brand
2015 was a banner year for video and, in my opinion, a big year for video marketing—something that ramped up through 2016.
We saw a lot of brands jumping on the video bandwagon as Snapchat gained steam, Instagram unleashed live video, Twitter released video auto-play, and Facebook introduced video ads and, of course, native live streaming.
Live streaming has become one of the best ways to forge an authentic, one-on-one connection with customers. Brands are using live video to build a larger, stronger presence and reach audiences on the fly like never before.
As a professional, you can leverage live video to give your personal brand the same kind of lift.
You should strongly consider live video, given that by late 2017 video is expected to make up more than 70% of all traffic on the web.
Here’s how you can get the most out of live video to bolster your brand.
1. Make your videos personal
There are a lot of ways to present information in videos, but most fit into two formats.
Type 1: The video focuses on objects, backgrounds, or scenery while you narrate. In some videos, I’ve seen marketers record in “first person” while they travel. You see what they see, and they narrate.
Type 2: The camera is on the broadcaster, so you’re in the center of the frame. The viewers’ eyes are on you while you’re talking and presenting your information or ideas. The occasional pan to include surrounding sights or other people occurs, but for the most part it stays on you.
The second type is what you should stick with when working to build your personal brand. Videos should stay personal because that’s how you’re going to make a personal connection and build your brand.
It’s easy to turn off a video of a place or an object like a whiteboard. It’s not as easy to do that when you’re in the video, making eye contact with the audience, speaking to them directly.
2. Don’t script it
If you’re not used to streaming or broadcasting live and the idea of speaking off the cuff makes you nervous, you should relax. Everyone feels that. Eventually, you’ll get over it with practice as long as you keep at it.
Just don’t make the mistake of trying to script your videos.
Reading from a script ruins authenticity. It’s okay to be prepared, but you want your video to feel natural. People are attracted to those who are confident in themselves and capable of being themselves.
Rather than trying to read from a script, which creates an off-camera glance or stare with unnatural delivery, prepare yourself with a handful of bullet points.
Those bullet points can guide your delivery, and you can fill in the rest as you go. Don’t write those down; rather, keep those bullet points or target ideas in mind. Recall them, and practice a few times before you go live, and you’ll be good to go.
Jason Carr did a great “impromptu” live feed en route from his old job at Fox 2 Detroit to his new job at Local 4 Detroit News.
Posted by Jason Carr on Monday, May 23, 2016
3. Go for quick delivery
Even the most devoted among your audience are going to tune in only for so long. If you want to grab people on the fly and grow your audience quickly, make sure you’re consistently providing a fast delivery on your ideas.
Long videos aren’t likely to get clicked on, so keep content as short as possible.
When I’m browsing content and a video grabs my attention, one of the first things I check is its length. I’ll happily drop a few minutes on a video, but those that exceed 6-10 minutes had better have a serious hook if they want me to click.
Wistia’s study on video length shows that shorter videos consistently get more engagement.
For a live stream, aim for 5 minutes or less. If you’re consistent with short clips, your audience will be more likely to tune in again and again because they know the delivery is quick and the value comes fast.
4. Don’t go cheap on hardware
There are plenty of options for live-streaming when it comes to equipment. When you’re out and about, a quality smartphone can be good enough to live-stream on the fly without too much worry over lighting and sound.
But if you’ve got a static setup in your home office, workplace, or studio, you need to be a bit more concerned about your equipment.
Sound quality is especially important. If your audience can’t hear you, there’s no reason for them to stay tuned in.
Always do a few test recordings to sample the sound and make sure everything sounds great before you go live.
5. Be funny, but with a purpose
Don’t make the mistake of trying to be funny just because you think you need to be funny. It can come off as poorly as a forced joke before a serious speech. On the other hand, don’t be stoic and serious because you’re afraid people won’t find you funny.
The right type of humor, with a purpose, can keep people entertained and will help improve your personal brand. The content you share is more memorable when it’s funny and encourages viewers to return and share what they’ve seen.
When working humor into your live stream, always remember to work within the boundaries of your brand message and personality.
6. Maintain authenticity
Avoid going over the top just to drive a point or create controversy for the sake of trying to gain views. You don’t want to grow your personal brand in a direction that doesn’t accurately reflect your true character.
When you try to create a character that doesn’t match you or say things out of character, the audience will eventually catch on, and it will reflect poorly on you. You wind up confusing your audience when you act differently from one video to another.
7. Diversify your content
Don’t just rely on live broadcasting to build your personal brand. It’s only one tactic—a part of a much larger and robust content strategy.
While it’s a great way to share ideas, think of it as a means for repurposing some of your best content.
Go through the topics you’ve covered while guest-blogging or writing on your own site. Review Q&As or interviews you’ve done, and pick out the gems. Use those as the foundation for a quick live broadcast to share great information.
Use live feed videos in addition to other content marketing methods to reach more audience segments and grow the visibility of your personal brand.
8. Build your audience to promote your stream
You won’t see much traffic when you initially start live streaming, which is why it’s important to start building your audience early on. There’s no better time than now.
Promote your other content through social channels to draw traffic and increase engagement for your articles and ideas. This way the initial engagement is in place, and you have some kind of baseline audience when you begin.
If you’re using native streaming on Facebook or broadcasting on other channels and sharing through social, you can always promote the replay.
The bulk of your viewership will come from video replays, which also might be shared on other channels.
Most importantly, be sure to actively engage the people joining your live stream. This keeps the comments up, spreads the visibility of the viewers’ activities, and encourages sharing.
9. Always bring value
Every video you create needs to have a purpose, not just random rambling. Whatever takeaway you’re providing should be made clear almost immediately. That’s the hook to get the attention of the viewer.
With the uptick in video and live streaming and with on-demand content available via mobile devices, people have developed pretty short attention spans.
Share that value upfront to keep them engaged.
Be obvious right from the start about the topic you want to cover. Say, for example: “Today, I’m going to talk about…” or “I’m going to show you…”
Remember, a live stream is another form of content marketing. When producing content, you always need to provide value, perhaps in a form of a takeaway. That’s what keeps people coming back and greatly increases the odds of shares, opt-ins, and continued engagement.
This clip from a tour of Arnold Palmers’ office by his long-time friend Doc brought sheer storytelling gold for golf enthusiasts who followed the live stream.
10. Brand yourself
Don’t forget one of the most important points of live streaming to build your personal brand: introduce yourself.
It doesn’t matter what you’re talking about or how short the video is going to be, always tell your audience who you are. You could also include where you are if you’re trying to brand yourself by location.
You never know who is watching, and every video could be their first introduction to what you’re sharing, so always start out with “Hey, it’s so-and-so, and I’m at…”
11. Go live regularly
With live streaming, there’s nothing wrong with creating a schedule and sticking to it. It won’t seem any less authentic, but it’s not absolutely necessary—not like having a blogging schedule.
What’s most important with live streaming in terms of frequency is just doing it often and regularly.
The more often you stream live video, the easier it gets. Your comfort and confidence will increase, which will ultimately improve the quality of the videos and the value you share.
Your audience will also come to expect regular videos and will look forward to your live stream, which is the keystone of personal branding: getting people to return and stay engaged, trusting in you to share your knowledge.
Live streaming is incredibly easy and doesn’t require a huge investment, but it can do wonders for your brand. It creates a visual connection with your audience, especially the segments who prefer video over reading.
Keep those videos short, stream valuable content frequently, and you’ll see consistent growth in the number of live views as well as post-live replays of your content.
Have you been using live video? What have you learned?
559: Voices from the January-February 2017 Issue
Roger Martin of Rotman School of Management, Paul Zak of Claremont Graduate University, Clayton Christensen of Harvard Business School, comedian Jerry Seinfeld, and HBR Editor-in-Chief Adi Ignatius respectively discuss customer loyalty, the neuroscience of trust, entrepreneurship in Africa, the source of innovation, and the new, hefty magazine. For more, see the January-February 2017 issue.
Harnessing automation for a future that works
Automation is happening, and it will bring substantial benefits to businesses and economies worldwide, but it won’t arrive overnight. A new McKinsey Global Institute report finds realizing automation’s full potential requires people and technology to work hand in hand.
The alliance shuffle and consolidation: Implications for shippers
McKinsey was invited to give a keynote speech at the October 2016 TPM Asia conference, in Shenzhen. Steve Saxon spoke to an audience of shippers and shipping lines on their sector’s recent changes.
11 Advanced Techniques for Repurposing Old Content
When it comes to content marketing “hacks,” this is one of my absolute favorites.
So many marketers finish a piece of content and never touch it again. But why do that when you can get so much mileage out of one piece of content?
That’s the power of repurposing content.
It’s a lot like creating passive income. You do the hard work once, and you continue to reap the benefits.
With repurposing content, it’s the same idea. You create a piece of content once and then use it in a bunch of different ways.
That means less work and more results. It seems too good to be true, but I promise you it’s not.
The beauty of this technique is that you can repurpose any type of content. Articles, videos, checklists—you name it.
So grab a piece of your content you want to repurpose, and let’s look at 11 advanced techniques for repurposing.
1. Create a SlideShare deck
SlideShare is an extremely popular site that showcases slideshows from professionals all over the world. It’s a great way to get your voice heard and expose your content to an entirely new audience.
List-type articles or guides work especially well for slide decks. But just about anything will be successful as a slide deck—you just have to format it correctly.
Here’s a great example of a SlideShare deck from Barry Feldman:
What’s even better is that Barry adapted this from an old blog post of his:
The content works well as both a blog post and a slide deck. By repurposing the content, Barry put his content in front of two completely different audiences.
2. Make a video tutorial
Video marketing is a hot topic right now. Because videos are so widespread and popular, more and more marketers have been using them.
Videos are easy to watch, share, and save for later. You can watch them at home or on the go. And they don’t take too long to make.
When you repurpose existing content as a video tutorial, the process gets even easier. People love how-to videos, and if you offer a high-quality video tutorial, you’ll get a lot of traffic and shares.
So, what kind of content makes for a good video tutorial?
If you’ve ever held a webinar, you can quickly and easily turn it into a video tutorial. This is an awesome way to repurpose content. It’s taking a limited resource (webinar) and making it unlimited in the form of a video.
Here are some more ideas:
- In-depth blog posts can be slimmed down into a whiteboard or explainer video
- A list post can become a list video
- Turn a slide deck into a narrated presentation
The only limit is your imagination.
3. Turn your blog posts into an ebook
If I told you to write an ebook, you’d probably be bewildered. You might not know where to start or how to write a huge ebook.
But if you blog, you have an almost completed ebook right before your eyes.
You’ve probably amassed some blog posts. If so, you can make these into an ebook.
Ebooks make excellent lead magnets, and you can sell them too. I love using ebooks in my marketing strategies because of how flexible (and popular) they are.
When your readers look at a site for the first time and see an offer for a free ebook, they’ll automatically position you as an authority in their minds. And if they download it, you’ll get an email and possibly a customer out of it.
Michael Hyatt offers new visitors a free guide on his blog:
Whether you call it a guide, a blueprint, or something else entirely, an ebook is a powerful way to repurpose content.
4. Transform your slides into an infographic
Infographics can drive more traffic than you’d think. At Kissmetrics, we’ve used infographics to generate millions of visitors and tens of thousands of backlinks.
But sometimes, infographics can take a while to create. You’ve got to find the right facts, get the right visuals, and combine the two well.
If you have a slide deck, you probably have everything you need for an infographic. Like infographics, slides present information in a short and sweet format and often incorporate media.
(Another tip: You can combine slide decks to create a single infographic, or you can split up one slide deck into multiple infographics.)
5. Get your blog posts on the air as podcasts
Podcasting has gotten pretty big lately, and it shows no signs of slowing down.
Podcast listeners don’t like fluff—they want substance.
What better way to create an awesome podcast episode than by repurposing a blog post?
If you have some detailed blog posts in your archive, pull them out and dust them off. With a little reformatting, editing, and scripting, they’ll make excellent podcasts.
Keep in mind that if your posts use lots of media, you’ll have to find a different way of communicating that information. And you’ll probably need to rework some of your writing so it sounds more natural when spoken.
Even though this option can be a little tricky, it’s worth it. You can share your podcasts on all kinds of platforms, including iTunes, Soundcloud, Stitcher, and Podbay. And with each platform you use, you’re sharing your content with a new audience.
6. Include your comment responses in a newsletter
If you’re regularly responding to comments on your blog, you’re creating helpful content without even knowing it.
In my opinion, this is one of the most powerful “content hacks” you can use. When you respond to comments, you’re not thinking about creating content—you’re thinking about helping people.
And when you take that raw advice and edit it, you’ve got some powerful tips and tools, perfect for newsletters.
Readers expect bite-sized advice in newsletters. Pop in a comment (or a few), and you’ll satisfy your readers while breathing new life into content you thought you’d never use again.
7. Use factoids as social media posts
When you maintain a blog, you come across a lot of facts. Some of these are small factoids perfect to be reused as social media posts.
Factoids give your readers something new to learn, and they don’t take up much space. Statistics, trivia, and other “did you know?” type of facts all work well.
Here’s Microsoft using a statistic to spread awareness of Internet unavailability:
A little goes a long way. Factoids definitely deserve to be a regular part of your social media strategy.
8. Share shorter blog posts on Medium and LinkedIn Pulse
Most people think LinkedIn is a boring, stuffy place, but it’s not. In fact, it can be your secret marketing weapon if you use it correctly.
Medium is a popular blogging platform where professionals and experts share articles on all kinds of topics. If you spend some time with it, you’ll find it can be a powerful tool.
And don’t worry, republishing old content on Pulse or Medium won’t get you penalized by Google.
9. Make new content out of old
Buffer’s Kevan Lee suggests refreshing old posts that might not be as relevant today as they were when you first published them.
Usually, these old posts just need a bit of an update to become relevant again. It’s worth it to take a look at your archives and see which posts need a touch-up or two.
Here are a few easy ways you can modify old posts:
- Find a new title
- Update the post with new facts and figures
- Add more substantial content
Once you’re done, you can either publish the new post or update the old one (if it ranks well and brings in traffic).
10. Share your old content on social media
Certain social media sites work insanely well for sharing content—if you do it right.
Reddit can drive a ton of traffic, but self-promotion is usually frowned upon. To combat that, find a relevant subreddit, and only post content that you genuinely know will help readers. (You can also try Reddit ads.)
Quora is a little friendlier about self-promotion. As a bonus, if you find a question that a piece of your content answers, you can give a short, helpful answer and then link to that piece of content. This is another great traffic builder.
11. Merge multiple pieces of content into a webinar
Everyone loves a good webinar.
If you’ve never hosted a webinar, you’re missing out. Webinars create a high level of engagement and communicate your value to everyone watching.
Obviously, it’s super easy to turn slides into a webinar. It’ll take almost no work, but you’ll have a completely new piece of content.
I suggest merging multiple pieces of content into a webinar. If you have a slide deck and a blog post on the same (or a similar) topic, integrate both of those into the webinar.
The more content you use, the more value you’ll be able to provide. (But don’t overdo it!)
If you’re on a budget, I recommend using Google Hangouts to create a webinar for free.
Repurposing content is hands down one of the most useful content marketing strategies I know. This is a strong tool—don’t be afraid to use it.
It helps you avoid one of the worst pitfalls of blogging: stale content.
Too many people let their well of content run dry. Eventually, all that’s left is an outdated collection of subpar content. But it doesn’t have to be that way.
Think of all your content as living, breathing documents. They can be changed and improved over time.
Once I realized this, my blogging strategy was transformed. If a piece of content performed well for me, I knew I could reuse it in the future.
The next time you create a piece of content, remember to revisit it down the road. Maybe you’ll turn your next article into a video in a year.
What’s your favorite way or repurposing content?
Using talent management to create value
You’ve got great people—but are you realizing their potential? CEO.works founder Sandy Ogg explains why companies must link talent to value, and what that means for the role of HR.
Engineering the switch to digital
The CIO of ING Bank discusses the importance of top engineering talent and agile ways of working when it comes to digitizing products and processes.