One of the biggest appeals of livestreaming is all about capturing the ‘now’. Marketers can leverage their audience in a completely new way that is real, relevant, and in the moment. The level of exchange and interaction that church marketers can get from livestreams, gives creators unique moments in time with their audience.
There is something awesome about that.
With all of the benefits of livestreaming being used in digital marketing, there is one that often goes unnoticed and that is the value of creating livestream content that is ‘Evergreen’.
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Evergreen content is great for marketing your business or non-profit to your audience
Evergreen content is content that can be shown to new audiences over and over while retaining its intrinsic value. It doesn’t become less interesting or less relevant, in fact, it has the same effect for every new person that watches it. Some great examples of Evergreen content pulled from livestreams are often conference videos, Q&A sessions and even live group discussions.
Even if it is happening in the now, it can still be Evergreen.
While preparing for your next livestream to help aid your business or non-profit marketing efforts, here are 4 ways that you can do to make sure that your content is as Evergreen as possible;
- Avoid putting the date in the title of your video or mentioning it in your dialogue, lower thirds and anywhere else when possible. This won’t be a huge issue for most people, but the more that content becomes dated, it can be perceived as less relevant or important for your audience. Content that has a post date that is a few months old, or even years old, can still be relevant to the audience if they are getting a tremendous amount of value from the content. This is where you can couple your business or non-profit’s marketing efforts with Evergreen content. When you remind them that it is dated however, you could encourage them to go somewhere else to find newer, more recent information.
- Avoid trending topics that won’t be relevant to your audience in a month’s time. This doesn’t mean current events should be skipped out on, but if you are able to maintain an ongoing dialogue with your audience, focus on that. Don’t get lost in the weeds that could become the ‘now’ of the livestream. Always keep in mind that your content needs to be relevant: building an entire marketing plan for your business or non-profit around the advent of the fidget spinner would be a bad idea, so don’t do that with your livestream.
- Repurpose older content during your livestream. If you talked about something in the past, in a blog, article, video, etc. that really resonated with your audience, find a way to take that same information and graft it into your livestream. This will create content that your live audience will enjoy and engage with while still maintaining relevancy with your audience. This is crucial when it comes to digital marketing. If you have content that has performed great, there is nothing wrong with reviving it with a new twist! The key points for your marketing strategy should be the basis around what you have built up i.e., even if you’re hitting the same point in a different way, it will still be interesting to your audience (when done correctly).
- Break your livestream into smaller videos to distribute and use as short-form content for your community. If someone doesn’t have time to watch an entire livestream, even if it is already uploaded, break it into 2 -3 minute easy to watch clips, highlighting the best parts of the webinar. Digital marketing is built on snapshot experiences – capturing your audience in a moment, several different times, can be just as valuable as having them for a 1-hour stream. Taking it a step further you could break it down into 30 – 40 seconds clips and drive users to the livestream with each clip (or any other content). Facebook is notorious for users dramatically losing interest in videos after 10 seconds, so the shorter the better.
If you’re a marketer for a business or non-profit, creating Evergreen content is practical and essential.
An example is often worth a million words – one group that repurposes livestreams really well is Humble Beast. They are a creative company out of Portland Oregon that focuses on Christian music, art and ministry. One way they leverage their livestream video content is to do listening sessions and live interviews. This is a GREAT way to create Evergreen content!
Check out this album listening session that they did for Beautiful Eulogy
Here is another cool example of a listening session and interview that they did with their artist Propoganda
Take everything with a grain of salt; not all livestreams can be repurposed to be Evergreen.
Sometimes the ‘now’ of the livestream is what it is – there is nothing wrong with having a strategy that isn’t Evergreen or having content that isn’t constantly repurposed at every opportunity for your digital marketing campaigns. Your business/non-profit is unique – don’t drown it out by trying to conform your marketing strategy to what is considered ‘better’ than what you are doing.
Don’t know if your livestream can be used as Evergreen content?
If you’re wondering if something can be turned into Evergreen content, consider some of these leading questions;
- Does my audience still care about what is covered in this video?
- How in-demand is the information that I am presenting?
- If I was a part of my audience, would I spend the time watching it?
- What is the overall replay value of the video or videos?
A YouTube video production company called h3h3 Productions records brand new content every week that they livestream on Twitch.tv and then re-upload to YouTube. The episodes typically run for an hour or two when they do their livestream. What they have done recently, is turned that content Evergreen by cutting up anecdotal pieces from the 2 hour livestream and hosting them on a separate channel.
Pastors do this often times as well with their sermons as well. See this clip of popular evangelist Doug Batchelor, where he takes a livestream broadcast of a church service, turning it into evergreen content.
Not only are they able to monetize their content in several different ways, but they also take clips and segments that answer positively to every question listed above: Their audience still cares, the content is in demand, they are willing to spend the time, and the replay value is incredibly high!
At the end of the day, Evegreen or not, you need to treat your audience right, watch what they enjoy and develop your marketing strategy around what they respond to. Avoid setting a goal around trying to milk their attention, instead, build goals around offering real, relevant, engaging experiences that are jam-packed with value.
When you are creating content that is meaningful, the rest will fall into place!
How do you plan on turning your content Evergreen?
Let me know on Twitter at @thedigitalpew