We're all pretty chronically online these days, which means your content can benefit from being available 24/7 as well.

Goldcast's Associate Director of Content and Campaigns Lindsay McGuire hosted Matt Bohn, Former Senior Manager of Events & Field Marketing at Drata and Stacy Combest, Manager of Webinar Marketing at Hootsuite, for a webinar to discuss how to manage constant engagement with an audience.

Lindsay, Matt, and Stacy talked about how to repurpose content for lasting on-demand value, integrating personalized follow-ups to improve lead nurturing, tracking on-demand analytics, and more.

Watch the on-demand version below or keep scrolling for the key takeaways:

• On-demand content is available 24/7
• Use data to get leadership buy-in for on-demand strategy
• How lead nurturing and follow-ups fit into the bigger picture
• How to drive demand without adding too much friction
• Change your promo content for on-demand videos
• 8 real-world, on-demand examples
• Quickly create repurposed content with Content Lab
• Audience engagement frequently asked questions (FAQs)

Watch On Demand

A lot of times, when we talk about being constantly engaged with an audience, we're talking about on-demand content.

The availability of on-demand videos rose during the pandemic, but it was a thing even before that. People enjoy the bingeable viewing experience they find on platforms like Netflix, and they expect it everywhere now. Folks are busy, and they want to catch up on content as they're able to.

With on-demand content, you can also reach a global audience, no matter where people are located or what time zone they're in. Most companies don't have the workforce to support true 24/7 online-ness, so leverage on-demand to make it happen.

Tons of companies run webinars and then throw their videos up on an on-demand page. While that's better than nothing, it's wise to get a bit more strategic.

When you're ready to invest more time and effort into your on-demand approach, you'll likely need leadership support, though. How do you get it?

Data is a great place to start. Without data and concrete numbers to back up your recommendations, leadership will be hard-pressed to trust your strategy. You can collect data from many sources, including:

• Standard webinar performance metrics like # registered, # attended, # of clicks, length of attendance, etc
• Follow-up surveys she sends out after events
• Demo requests
• Product trials
• Overall revenue numbers

It's also possible to position your ideas as a pilot or a test if you don't yet have the data, but be sure to collect data throughout the process so that you can speak directly to the results of your efforts afterward.

With events, it's easy to focus mostly on getting butts in seats — but you should be carrying that same energy to your follow-up process as well.

Beyond just sending out follow-up emails with the event recording, think about how people are finding the on-demand content on your website. What's your web strategy to drive people there? Are you attaching UTMs to everything you do so you can track it later on? Will you gate or ungate the content once people do arrive on the page?

Gating is a hot topic in the marketing world. We think you can try both gated and ungated for your content, and see what works for you. You could even try repurposing content after the event and offering a short video segment, clips, or a blog post to help people understand the value before you gate the rest of the content. That might motivate more people to take the extra step of giving you their info in order to see more.

Here at Goldcast, we test different lead nurturing follow-up sequences depending on how people interacted with event content. We track everything attendees or viewers do, and then we have 7-8 different sequences that we deploy based on people's behaviors during the live event or post-event with the on-demand content.

Social media and emails are a huge driver of both event registration and on-demand views, but we're also in the era of zero-click content. People don't want to have to leave one platform for another — but you still want them to come over to your site to view your content! It's quite the conundrum.

The reality is that you do want to make it easy for folks to consume your content, but zero-click isn't always possible. If you're sending an email to promote a webinar, for example, people are going to have to go to your site to sign up or view the content.

That doesn't mean you have to make people click a ton of times to get where they're going. Try and limit the burden on your viewer. Don't provide a link on social media that goes to a landing page where they then have to click again to find the content, for instance. Just let them go straight to the content!

Be sure to freshen up your messaging before you push out an on-demand promo campaign.

With live content, you're trying to get people to sign up for an event that hasn't happened and teasing what will come. You don't have the full info yet, so there's an unavoidable bit of mystery involved that works to your advantage.

Once the event has happened, however, you've got all this great content you can repurpose and use that to get people interested. Use a tool like Content Lab to spin up some quick video clips and write posts to go with it that show people exactly what they'll experience by tuning in to your on-demand asset!

Speaking of teasing actual content, check out some of Stacy and Matt's real-life success stories in the on-demand rewatch!

And here are a ton of tips to draw from when you want inspiration for your on-demand tactics:

Promote on-demand content in your newsletters. Hootsuite has a dedicated section just for webinars within each monthly newsletter, and including that has boosted email performance!

Highlight on-demand content with tickers during live events. You've got people's attention while they're attending your event; take advantage of it!

Try on-demand demos. Hootsuite is experimenting with taking some of the work off its sales team by creating on-demand product demos. This also eliminates the wait for eager potential customers who may find another product if they have to wait too long to see it in action!

Ask for on-demand assets up front. When you're working with your brand team on assets for your live webinar, ask for the on-demand ones at the same time to streamline the ask.

Provide all event partners with repurposed content so they can promote it. Your leaders and partners are more likely to share content that has them in it, so using a tool like Content Lab to splice it up and provide that immediately after the event boosts the chances they'll share and get more eyes on your on-demand page.

Track and share performance data! You'll get more enthusiastic promoters if you can show the value of your webinar programming. Monitor CTRs on mass emails and sales sequences, as well as engagement data during live events. You can also collect your Q&As and then take everything to your product marketing team so they know what people want and what's performing well.

Create training hubs. How does knowledge transfer happen in your company once someone is onboarded? Perhaps an on-demand training hub can help ensure consistency for your new hires or even for customers who need to get up-to-speed on the product.

Use your employee's networks to reach more people. Hootsuite has a great tool called Amplify that they use for employee advocacy to drive more interest in events via individual channels.

A note on employee advocacy: It's not always easy to get people to share your event, so try using contests or prizes to incentivize your team to share! You could do a small Amazon or Visa gift card, or go big with a pair of AirPods or a webcam light.

(PS: Consider rewarding those that post the most vs rewarding people who bring in the most registrants. The latter option requires people to have bigger networks, which isn't as equitable of an option.)

Your on-demand strategy will require a solid amount of repurposed content from your event, from blog posts to video clips. Make that a light lift with Content Lab, our AI-powered video tool that works on its own or within the Goldcast platform.

When you're part of a small team, that time saved can make all the difference.

With Content Lab, you can take your event recording and immediately get video snippets, email drafts, social posts, and more. You can also train Content Lab on your unique brand voice so that you get content that sounds like you, every time.

Content Lab is totally free to use, so get started below and let us know if you have any questions!

Sign Up for Content Lab

Q: What's the most surprising channel you've ever used to promote and drive registrations for on-demand webinars?

A: Encourage your employees to be content advocates! Both of our panel experts saw huge spikes in content consumption when they leaned on in-house folks to promote on-demand views.

We recommend testing all of the channels you currently use for live event promotion for on-demand promo as well. Track performance across channels, and use that to refine your strategy going forward.

Q: Do you find Content Lab is pretty accurate in pulling takeaways, or do you have to spend a ton of time sifting through it yourself?

A: Content Lab does a great job, but always remember that AI is here to help — not replace — us. You'll still need to go in and review the content to be sure it's speaking to the points you want to highlight.

AI can get you to a speed and scalability that may not have been possible before, but it's not ready to go out on its own as a full-fledged marketer!