Today’s digital world has made it harder for companies and individuals to create and deliver content to their audiences. With different time zones, work hours and a lack of free time in general, on-demand content seems like a logical step to take. However, on-demand content creates its own set of problems and obstacles that need to be addressed.
How can you create content that caters to everyone in your audience even without your hands-on live involvement? Let’s take a look at a step-by-step way of introducing on-demand content to your current workflow as well as the benefits of doing so right now.
On-demand benefits
We can parallel on-demand content strategies with TV shows and movies we watch on the television. We weren’t able to catch the premiere so we settle for the reruns of our favorite TV content.
This analogy can be applied to on-demand content we find on the internet, especially in niche industries. On-demand content creates a plethora of possibilities for content consumption. Let’s take a look at some notable examples:
- Content becomes easier to create. We don’t have the pressure of live streaming when on-demand content is concerned. It works much in the same way as a YouTube video would work. People watch, read or share our content after we are comfortable enough to publish it. This creates a far more relaxed atmosphere and allows us to easily focus on quality over quantity.
- Content becomes easier to digest. People can easily walk away and come back to our content when they feel like it. Live streams can sometimes be set in the middle of the day or at night – whatever time we choose, it won’t work for everyone. On-demand content strategy makes it far easier and comfortable for everyone to enjoy our content without the added stress.
- Content becomes timeless. One of the major benefits of on-demand content is that it ages very well. Live streams, Skype calls and other types of direct content delivery are often seen and then forgotten. Content that was built with on-demand strategy in mind can be used months and years down the line due to its format. This is often the case when someone wants to access their favorite content through mobile somewhere in public.
Consider your stakeholders
By definition, your stakeholders are all parties involved in the creation, delivery and consumption of your content. In layman’s terms, this means you should narrow down the target audience you are creating content for.
If you are creating content for the corporate niche, what is their lifestyle like? Do they like reading and watching content before bed, during the weekend or on their lunch breaks?
Every audience type has different expectations and lifestyles attached to them. Make sure to understand your target demographic as best as possible before creating on-demand content for them.
Outline your strategy
As with any other content type, the first thing you should do is outline your plans for it. What do you want to talk about with your audience? Is it an industry-relevant topic or do you plan to promote your products and services?
Make sure to have a clear idea of where your content is headed before creating anything. You can start by putting ideas down on paper and brainstorming about possible topics for your new on-demand content.
Once you do, create outlines of said content and stick to them no matter what. It’s easy to get carried away and write or talk about something irrelevant to the original topic. Stay on target and focus on your initial idea throughout the process.
Promote your on-demand content
Content promotion is a two-step process (or more depending on your niche). This means you should start marketing your new content strategy very early on. Start building hype for your content through ads, email campaigns and social media advertisement.
The more people expect to see something from you, the more they will spread the word about it. You want to attract as many people as possible to your on-demand content’s launch.
It’s also a good idea to localize your ads for different markets. Attracting an international audience is an even better prospect in the long run.
Choose adequate channels
It would be an understatement to say that you have over a dozen platforms at your disposal. However, choosing the right channels for your audience is just as important as the content you create for them.
Some people prefer viewing their content through Facebook, Instagram or LinkedIn while others prefer YouTube and Vimeo. Consider using a poll if you are unsure about where to post your newly created content.
The problem with choosing the wrong platform is that you will effectively cut your viewer base in half or worse. This is why so many websites resort to reusing old content since the initial impact wasn’t up to their expectations.
Promote your content’s launch
As we’ve mentioned before, on-demand content should be advertised at least twice during its inception. Your content launch window is the most important moment in which you should pay close attention to how and where you attract new audiences.
You should focus on long-term benefits of using your content, mention future plans for expansions as well as your need for audience feedback. Mention interactivity, collaboration and community in order to attract the biggest crowd.
Be present at launch
Whether you are the content’s creator or lead project manager doesn’t matter – make sure to be there. Your launch window should be accompanied by live commentary, Q&A sessions and quick customer support.
Show that you care about your audience by being present during and shortly after launching your on-demand content. This will prove that you are a reliable source of information and see to it that people perceive your content and brand in a positive light.
Ask for feedback
Most importantly, ask for as much feedback as you can. You can emphasize the importance of feedback by offering coupons, discount codes and other goodies in exchange for good feedback. Your first on-demand content cycle will vary drastically from the ones you create afterwards.
Make sure to learn as much as possible from your own mistakes and the comments from your audience. Once you are satisfied with the reach you made with your content you can go back to the drawing board and create a new on-demand content strategy cycle.
Long-form content building (Conclusion)
Building content on the internet is an ongoing process for many creators. The people you attract to your brand and ideas will keep coming back for more.
Make sure to keep one ear to the ground and always be on alert for new industry trends. Offering exclusive niche content is one of the best ways to grow as an on-demand content provider. Don’t pass on the opportunity and do your best to pioneer new trends as they unfold.
