An important part of any digital event is the after-market. On demand content – such as webinars and live video – are easy for your audience to watch after the event and should be a part of your overall marketing strategy.
Links to on-demand content can be placed throughout your website, optimizing each page for lead generation. These are a great way to reach international audiences without the problems presented by time zones. You can also re-purpose the content: live webinars can not only be available for on-demand viewing later, but you can turn them into an eBook or report you use for lead generation, post a small clip of it to Facebook, etc.
In developing your on-demand marketing strategy it’s important to continue promoting the content. Use a mixture of social media, your website, search engine marketing, online ads,and email to get the word out about your webinar. Use your live content to promote your on-demand content. During live webinars, provide a link to your on-demand content and have your speakers promote the on-demand content that they are a part of.
Paid social promotion can be one of the most precise strategies available to market your content to people who are interested in and most likely to engage with your content. Facebook, for example, offered businesses the ability to segment audience lists by select categories. This allows you to create audience segments that are more in line with your brand and specific topics of content.
Content syndication – when web-based content is re-published by a third-party website – can be a great strategy to instantly expand your audience reach with little effort. Any kind of digital content can be syndicated, including blog posts, articles, infographics, videos, and more. Do your research before identifying a site to use for syndication. Examine their analytics to see what their visitor traffic is like and monitor keywords to identify the topics of discussion being held.