Your 5-Day Webinar Micro-Content Distribution Strategy

by Dave Toole  8 July 2015

Developing video micro-content is a great way to communicate your message to your potential customers.  Repurposing your existing content as video micro-content is an easy way to get started.  Your existing webinars are good candidates to repurpose.  Once you have the content, the challenge is to distribute it far and wide, putting your message in front of as many eyes as possible.  This does not happen by accident; you must develop a webinar distribution strategy. Five Days to Distribution Developing your webinar distribution strategy does not have to be a complex, drawn-out process.  We recommend a straightforward process you can easily complete in a workweek.  Here are the tasks you must complete:
  1. Compile an exhaustive list of distribution options
What distribution options are available to you?  Everyone knows the obvious choice, YouTube, but other options, like Vimeo and Twitch.tv are worth exploring as well.  You may also consider less popular distribution options like public access TV and pre-show movie theater screens.  Before you dismiss any potential channel, consider the opportunity cost of missing a potential customer.
  1. Design / organize webinars with distribution in mind
Certain types of content will be more popular than other types online; this is an undeniable fact.  For video micro-content, you must limit your message to easily digestible snippets.  Research some of the videos currently available on your chosen distribution channels to get an idea of what type of content works, and then design your webinars from the start with these insights in mind.
  1. Do not just give information; tell a story
The point of any video you make is to deliver some type of information, but if you want to succeed, you must be willing to go farther.  Find a way to incorporate your message into a larger story.  Demonstrate how the information you offer can make a person’s life easier.  On the other hand, you could depict someone struggling with the issues your product is designed to address.  In any case, try to leave a couple of loose ends that you can resolve in future videos.  Make viewers want to come back for more.
  1. Prepare your webinars to maximize the “wow!” effect
Excellent production values are important.  Make your content look good by choosing the modern 16:9 aspect ratio rather than the old standard 4:3.  Use high bit rate video whenever possible.  Be sure that you do not neglect sound either; use high quality microphones placed appropriately.  Do not let viewers miss your message because they are distracted by the presentation.
  1. Step out of your comfort zone to test new ways to engage an audience
The comfort zone is by definition a safe place to be.  Many good things can happen in your comfort zone, but if you truly want to make good things happen, you have to stretch yourself.  Try a new distribution channel.  Use storytelling techniques like comedy, drama and plot twists.  You do not need to lie to your viewers, but you can tell the truth in novel ways. If you want to get your message out to the world, developing an effective webinar distribution strategy is not an option, it is a necessity.  Get started today, and you can be ready to go in less than a week.

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