Content Marketing_Workbook_v2.0 PT2.pdf

Record the webinar and send to those who were unable

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Record the webinar and send to those who were unable to attend f Provide a date and time for the live webinar, along with a time zone convertor f Develop a detailed landing page where attendees can register f Add value to your audience before attempting to sell anything f Ensure there is sufficient time for questions from the participants f Provide a unique offer at the end to generate genuine sales leads f Launch a poll asking attendees who would like a free demo or hear more about product Live Events on social media are often more improvised, and a less formal way of sharing your products or services with your target audience. There are a variety of networks which offer this functionality, most notably Facebook and Instagram, as well as Periscope, a social media networks devoted almost entirely to live streaming. The appeal of live events is that your followers receive a push notification that the live event has commenced, and then can engage and participate with the event while it is occurring. This can include likes, comments or questions that the host can respond to instantly. Live events are also video format, which is growing in popularity, and allows the viewer to feel they are part of the broadcast. Live events are usually recorded and then automatically uploaded to the social media network, allowing those who missed the event to watch it later and engage with the content. Tough Mudder, an endurance training provider, provides a great example of what can be achieved with Live Events on social media. They held a live training event on Facebook Live with Coach T Mud, allowing those who couldn’t attend in person to still feel like an active participant. The live event received over 50,000 views and helped build a more loyal and engaged audience. allowing those who didn’t attend allowing those who allowing people who couldn’t attend. A great case study or testimonials tells your customer’s stories in a visually- appealing way and is the perfect content for people in the Decision buyer stage. It outlines common problems and provides concrete examples of success. The best case studies are about an individual or an organisation that your target audience will relate to, and which includes real numbers and results achieved. Case studies should be formatted in a way which makes them easy to consume. It should tell a story – the customer’s challenge or the situation and how your organisation helped. They can utilise a variety of content formats, including videos, images, blog articles, infographic, etc. You can refer to the above sections to see tool options for these format types. The example from Xero Ethiopass Case Study is a video case study. It tells an intimate story, and provides potential customers with the impetus to make a purchase.
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174 WORKBOOK | © 2018 SOCIAL MEDIA COLLEGE 10118NAT DIPLOMA OF SOCIAL MEDIA MARKETING | CONTENT MARKETING_V2.0 Activity 4.6 Creating Content For your chosen organisation, describe one piece of content you plan to create, and the tools you would use.
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175 WORKBOOK | © 2018 SOCIAL MEDIA COLLEGE 10118NAT DIPLOMA OF SOCIAL MEDIA MARKETING | CONTENT MARKETING_V2.0
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