•As a publisher of content – is your association Omnichannel?

You have a webinar coming up with a great topic for your members. You post the information on your website and you send out an email to your membership with a link to the sign up page. Is this enough? If you were Omnichannel, how woud you distribute this content?

As a marketer today, we have to understand that different audiences live in different marketing channels. That's not to say that the the same person is not going to be found in different channels at different times.

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In these different channels like social, print and web, your audiences are expecting postings that are native to that channel. As an example, your Twitter community is not expecting to open a 20 page white paper and consume it. We need to start thinking about how we are going to best promote our content based on what channel we are posting in.

This is Omnichannel thinking.

Getting back to our webinar, let's think about how it should be promoted in social media. First, the posting has to be short, the title compelling, and most of all, it has to be entertaining. A 15 to 30 second promotional video with a provocative opening message is where you want to be. For your website, you may want to create a 1 - 3 minute video that has expert endorsement of the content. This video could live on the front page as well as double as a blog posting. In addition, you may want to create an 8 to 10 minute expert series video that goes into detail about one of the webinar topics. The audio from this video could be used as a podcast. This video could also be transcribed and used as a white paper or advertorial in your magazine. 

Finally, once the webinar happens, you can record the webinar and make that available to your members free, and create a sign up opportunity for prospective members to access it for a small fee or as a bonus for becoming an association member. 

By thinking Omnichannel, you can create all of these pieces seamlessly from one video project. The different content pieces are simply a function of editing and planning. At Association TV®, we make it simple for you to be Omnichannel by producing all the content pieces, placing them in their appropriate channel, and giving you measurement of each component along the way. 

You need to learn more about Omnichannel. Click on the button below for a complimentary demonstration.

Association TV® is a part of WorkerBee.TV

John Heppenstall is the Director of Marketing for WorkerBee.TV

 

 

 

 

 

 

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