FYB 148 | Repurpose Livestream Content

 

Do you know you can repurpose livestream content as a podcast episode to save time? In today’s episode, Tom Hazzard and Tracy Hazzard give practical tips on how you can do that. The key is to make a strict standard operating procedure with your editing team. You can also record separate intro audio then piece out your story to make it more palatable for your podcast. Do you want to get every little ounce of benefit out of everything you record in any way you can? Then you wouldn’t want to miss out on this episode. Tune in!

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How To Repurpose Livestream Content As Podcast Episode To Save Time?

We are going to talk about repurposing webinars, summits and live streams as podcast episodes. We want to talk about the opportunities of doing that some tips, strategies and doing it well, even if you didn’t intend to do it when you started the live stream, how you could even repurpose it after the fact. There are lots to discuss. I hope you enjoy it.

Normally, if we were doing it, there’s an option here to go, “Welcome to Feed Your Brand.” You use the name of your podcast at the beginning but if you’re doing a webinar or a specific live stream that is not conducive to doing that, you may want to do a separate intro and outro that you record after the fact that sets this up. That’s one way to do it. We’re going to model the way where you’re doing it all in one content doing one thing.

We’re going to do it because we want to include all this information in that and demo the one-take thing, which we do a lot of the time on this webinar.

On this coaching call.

It’s a Zoom so it feels like a webinar.

It’s a live stream, all of those things, whatever you want to call it. In this particular case, we are going to start our episode back at where I said, “Now.” We have a professional intro on our show. If you don’t have a professional intro on your show that says, “You’re at the Feed Your Brand podcast. Here’s your host, Tom and Tracy,” that’s not a good thing for you.

You have to start it out with, “Welcome to the whatever,” but we don’t need to do that. We’re going to have our episode air revealing this behind curtain look that we’re giving you. Ours will start from the words when I said, “If you’re doing this live, you have the options.” We’re giving you a little sneak peek into that. If we were doing it as if we were going to model it for those of you, we would say, “Welcome to Feed Your Brand. I’m Tracy Hazzard.”

“I’m Tom Hazzard.” If this was already recording here on Zoom, we would stop the recording and start a new one before we did that so we have a clean recording starting where we say, “Welcome to Feed Your Brand.”

An option for you to do that is to also start your live stream on Facebook, YouTube or wherever. When you’re ready, set it up on the live stream or webinar and tell everybody, “Welcome to the webinar. I’m so glad you’re here. I’m going to take questions at the end.” Give them a setup for how it’s going to work so that they recognize that you’re not going to give them shout-outs and comments along the way.

You’re going to deliver your content and come back to commenting, asking and answering questions. You will have time for that. Set that up in the pre- thing. Turn your Zoom recording on and save your podcast recording separately. The two things can be separated. You are using two separate recordings for two different purposes.

FYB 148 | Repurpose Livestream Content

Repurpose Livestream Content: Unless you want to do heavy editing or make a lot of edit notes, make a strict standard operating procedure with the editing team.

 

If you have some purpose that you want the entire recording, that’s going to be saved if you’re going live on Facebook, YouTube or wherever. You can download it from there and you will have everything.

If you just want this portion that you’re going to use, maybe the audio or video, it’s up to you on how you’re going to repurpose and use it, that will be also what’s saved in Zoom. It’s a little more pure less work, especially if you’re editing this yourself, utilizing a do-it-yourself and adding on a professional intro to it. Those are some of the ways that we go about it.

We want to set up ahead of time a strategy for how we’re going to record and operate the webinar, live stream, training or coaching call like what we’re doing. We don’t want to do any shout-outs. I’m not about to say, “Tony, thanks for joining us. Bob, I’m glad you’re here.” That’s great. I may want to do that in the preamble.

Do that before that episode recording or where you’re on for your episode because that doesn’t always play very well as a podcast episode.

They can’t hear and see it. It’s not working out. Even if you’re doing that and giving shout-outs to people in Zoom, people on Facebook and YouTube aren’t seeing that. They feel left out. It’s a little odd. We tied on not to put those things in. Plan not to do it, which you may have to condition yourself because many of you are used to doing more live streams or get very used to doing that. We had to break some people with these habits over time.

I’m not doing it because it derails the content. It’s very odd when you’re listening and not watching anything. Unless you want to do some heavy editing, make a lot of edit notes or a strict standard operating procedure with the editing team, you want to try to remove that as it is. That’s one of the things that we want to keep in mind. No shout-outs. The other thing is we want timely mentions. If you’re making an offer that’s set in time or anything, remember that we’re trying to create evergreen content here.

It would be best if you do have some timely mentions or offers. You’re going to be giving a keynote at this virtual event in two weeks. I would leave that out of the live stream in this sense. Say it either before the actual podcast episode portion is what you’re going to use for that or after you have completed the podcast episode. If you’re working with us and hosted on Podetize, you can create those kinds of promotions, offers and mentions as a separate recording. Our software can put it into your episode without it being permanently there. It can still be there.

If you’re mentioning it to say, “As I’m recording this, I’m going to give a keynote at the Utah Podcast Summit. However, all of you can catch it on the replay. There will be links to this at my website at TheBingeFactor.com or FeedYourBrand.co.” You’re giving them those mentions about where it’s going to be located so that they can catch a replay of it. That’s perfectly fine if you’re going to do that. You know that replay will always be there. Some summits and events don’t have replays. They’re live and that’s it. It’s a strategy to drive people into seats.

We have been seeing a few more of those that are not available on replay. I don’t like that personally but we are seeing it.

We are seeing some strategies that work. It seems a little high-pressure and insensitive to people whose schedules are erratic. I like the more long-term approach of saying, “I’m here for you.” Offer them some special bonus like, “I’m going to be live answering questions. I won’t be answering questions when you listen to it on the replay.” You can always create demand in that way. The other thing is that we don’t want you to do is don’t make offers throughout the webinar, seminar or anything unless they’re very soft sell like, “If you have questions, you can always contact me. If you need an evaluation of your website, reach out to Tom at Podetize.com/inquiry.”

You can repurpose your livestream content as a podcast. Even if didn’t intend to do it, you can do it after the fact. Click To Tweet

You’re giving them this top-level, simple and soft sell access to you but not any like, “If you don’t take this offer, it won’t be $99. It will be twice next week.” In the timeliness and pushiness of it, it doesn’t play well on a podcast. Also, you don’t know when people are going to start listening to that. They take it and go, “I could get that $99.” It’s because you still said that on the air. You don’t want those things in there. We don’t mention dollars and programs.

If you need to do that because it’s a webinar situation, save it until the end or into a clear-cut portion that you can remove out of it that’s clear. You could do all the training up until that. Do the sell and an extra close. You could cut out that sell section. That’s a way to do that as well. We try to keep it that way because it does not play well. If you have a pushy and salesy podcast, they tend to unsubscribe. Even if it’s only one episode within many, we try to keep that out of there. You keep your podcast integrity about how you operate and deliver care, service and content.

Keep in mind that if you’ve got any of this content from a webinar, summit or live stream and you’ve already recorded, you want to make use of it but you didn’t plan some of these things and didn’t leave some of the things out that Tracy is recommending, that doesn’t mean you can’t use it. It means it’s going to take more editing to do it. You can still use it as a podcast.

I would encourage you to submit it as a podcast but you may have to provide a lot of direction as to what things you want or need to be removed. We will have to do more work with it to be able to repurpose it. As long as we’re producing your stuff, we do that. We can do audio surgery. A video would look pretty bad if we chopped out a lot of that stuff.

For the video, you have to take out whole sections of it. You’re going to repurpose the video in that way. You do need to be much more concerned about how you strategize to plan the way you’re delivering the content from the beginning. The other thing is that we have been doing this with some of our WTFFF?! episodes. It’s our 3D Print Podcast. We have been repurposing some old episodes. I have found it fairly easy to sanitize and stream out.

Some of the episodes were recorded in 2017. Even though they’re still relevant, what we did was we recorded a new context and intro on it. We have the intro to our show, which is our musical recording with the transition and all of that. We created a new introduction and opening to it then introduced the repurposed content in that way.

When we do that, we use this goofy background on the 3D Print Podcast, which is a video. These are 3D printed neckties that I designed and some photo that’s adapted to a video on a loop. We get geeky with the 3D Print Podcast.

We found it fairly easy to remove out all of those timely mentions and things like that. We have even had to remove a couple of ad sponsors for the episodes and other things to be able to reuse the content. It hasn’t been a problem. It has been fairly easy to do that because the audio is so crisp and clean. What we did instead was we utilized the audio track as an audiogram in the middle.

This new open with that virtual background that Tom was showing is us giving this new opening on it. The episode runs like an audiogram. We have our normal close music and bumpers that we use on our videos that close out the episode. It has a nice flowthrough and we didn’t utilize the video because there wasn’t one back then. That’s another way.

FYB 148 | Repurpose Livestream Content

Repurpose Livestream Content: Instead of making a big segment, you can piece out the story to make it more palatable to the podcast.

 

If you want to repurpose your webinar, you could always use your slides as the visual going through it because that’s not jump cut and use your voiceover. That’s another way to be able to utilize it. If you’re using yourself speaking mixed in, you may want to cut that out because the jump cuts in sanitizing that for removing mentions or anything set in time. Money is a problem.

I want to make sure to emphasize a point that Tracy went over quickly in there. This comes under the category of repurposing something you did live that maybe you didn’t intend to turn into a podcast originally. There’s always a way to use it. Even if it may seem out of context because of the live nature of it and depending on what happened, it’s not going to sound and feel the same as one of your typical podcast episodes.

There’s always a way by you go in and record. It can be three minutes at a minimum. It doesn’t have to be much more. It could be 2 to 5 minutes of you doing your normal welcome to your listeners of the show, “Welcome back to Feed Your Brand. We decided we wanted to share with you this recording we did live as a part of a webinar a little while ago. It is relevant because of this.”

You would want to give them some context, set it up and frame it with a little background so that people not only get why you’re sharing it with them but they also get, “That’s why this sounds a little different than what I normally hear from you. You’re sharing this with me too as a podcast listener. That’s great. I feel special.”

I have been doing that for quite some time. It’s part of why we’re so excited about our self-recording microphone because I can utilize it. I would, a lot of times, plug in a lav mic as long as it wasn’t going to interfere with the microphones in the audience, which is why our self-recording microphone is so great because it doesn’t interfere with that. I could use this to record the audio. It’s not going into the audio system.

Sometimes Tom would be able to hook up our Zoom device to the audio system at the board at the back and finagle with them to do it or I have taken my microphone and dropped it right in front of a big, giant speaker. It’s whatever I could do to capture the audio from when I spoke live in an event so that I could utilize it later.

I would do that exactly what Tom was talking about and frame it with an intro saying, “I’m so sorry you didn’t get to go to this great event that we went to in San Diego. It was wonderful. It had an amazing crowd. This is what I loved about the event. I gave this talk on trust and I thought you would be interested in it. I’m sharing it here with you. For those of you listening to it, you’re getting the full audio from what happened at the event. I also do have SlideShare. If you would like to download the slides, that’s available in the blog post.”

I share the SlideShare and have my team use the SlideShare like a video. With the way I do it, it’s pretty clear about which slide goes next as long as you’re clear about that. If you need to do it sometimes you can turn on your PowerPoint and record your slides to utilize it against the audio. You listen to the audio, advance the slides and have it fully timed out to your audio. It’s simple and easy to do.

Those are some things that you can do to also repurpose things when we get back to getting out in public and live again. Don’t waste those because your audience wants you and they will be so grateful they didn’t choose to go traveling yet. Maybe they’re holding out or waiting for their kids to get back to school. You have been giving them a special treat and they’re going to reward you, even if the audio quality is not quite as good as your normal because you’re recording in front of a speaker somewhere.

Don't waste your livestream content. Your audience wants you, and they'll be so grateful if you repurpose it. Click To Tweet

Those are some ways to do it. Providing that opening context to let people know where it came from is critically important as well. The other thing that I want to say for those of you following a webinar model, this is one of our don’ts on the list of things to not do. Don’t do that story open. Do it and turn your recording on or something like that if that’s what you have to do with the event that you’re at.

People don’t need that whole story on your podcast. They’re following you already and subscribed. They have already heard it before. That repetitiveness is a way for them to skip it, especially when it’s at the beginning of the webinar because the style is I give my story then it ties into how I’m selling you. Keep in mind, that’s also not always working in webinars. That’s another reason to not do it.

When you start to say that, I was wondering, “Where is she going with this? Why don’t you want to tell a story?” Now that you said that, it makes perfect sense. When you’re at an event like that standing up in front of people and the majority of the people don’t know you, you need to give that story to be relatable and for them to be willing to then accept whatever other information you’re going to be sharing with them.

They’re like, “Why should I listen to you?” On your podcast, you’re right. Your listeners have already been listening to you. They have subscribed to you and understand maybe you had your origin story as a part of your very first episode. A lot of people do that. You certainly don’t need to be repetitive in doing that. That’s a good point.

You can do it like the preamble, turn your Zoom recording on and do that story piece. As you hit into the contents for the recording or if you’re editing it, you choose to edit it out at that point. That’s okay. You can plan that too. Think about that as you’re planning your slides, presentation or how you’re going to go about that webinar. That’s always a good thing.

The other thing that I have seen done brilliantly is our good friend, Dustin Mathews. He did a brilliant job at one event because he knew that there were a lot of repeat people. While new people are coming and seeing him, he did this great thing where he told a story about him and his family. It was in a way at which that story became a three-part lesson throughout. It wasn’t a story all in one solid piece. It was a little bit of an introduction to him and his family.

The next thing was he was telling a story about going to Disney World with his son and the things that he was learning about customer interaction, surprise, awe and things that you can do to satisfy customers along the way. He was telling the story in pieces and each time, he was giving a little more piece of his story throughout that but he wove it through the entire presentation.

That’s a brilliant and experienced way of going about doing it. I found that to work well. Sometimes I will plan in my webinars to tell 3 distinct stories at 3 different times. They’re not my story although they reveal a little bit about me that maybe somebody didn’t know who might be new to me. For those that have heard it, they’re getting a story that goes onto something that they know about me. It doesn’t feel repetitive. It’s not this whole origin story again. We never do that anyway. That’s not our style.

That is a way you can make that work. By piecing out the story, instead of making a big segment, you can make it more palatable to the podcast listeners and subscribers, as well as make it effective in your webinar or summit over time. That’s another way. With Q&A, you know us and see us do it here all the time. We save the Q&A and shout-outs to the end. We do that on purpose because if we’re going to do it on the podcast, we cut that off and do not leave that on there.

Q&A in a podcast episode does not usually play well.

FYB 148 | Repurpose Livestream Content

Repurpose Livestream Content: Get every little ounce of benefit out of everything you record in any way you can.

 

It sounds odd. Unless you’re hot seating someone, they’re speaking and you’re getting that, that can work. Think about how you might want that to work or where you might want to cut it off. You can always turn your recording off or pause the recording. If something happens and you decide to hot seat someone, you can put it back to play, record again, play that portion and add that onto it. There are always options for you in terms of keeping your audio recording pure for what you want to do if you don’t want to do any editing.

Plus another good tip if you do have a healthy Q&A and get a good question, a lot of times it’s off-topic. It’s not always on-topic of what you were talking about the whole time. You give somebody thought and they think of some other question that’s kind of a tangent but that question can be used as the impetus for a whole another podcast episode. If you record that Q&A, you can have that person asking the question, give it to us to edit into the episode where here’s this question you got after this live presentation you did and then give your answer. That’s the focus of a whole other episode.

The other part about it is that you want to be careful because your podcast audience follows you over time. They’re binge-listening to all your shows. They have a lot more context than sometimes in a webinar where it’s the first time meeting you. They don’t have all those one-on-one questions answered. You will get a lot of those. Your podcast listeners will tune out. If you were going to then add a sales piece, an offer or something at the end, they won’t get it so we want to make sure that you’re not including that. It doesn’t play well.

Let’s say something came up in the questions that you realized, “I should have addressed this in my seminar or webinar. This creates a nice closing content.” You can record a separate additional close. We don’t always do that. We were talking about doing a new open for it that provides content. You might want to do a new close and say, “I got a lot of questions on these three things. I want to address them after we end this contact. It’s valuable for you to hear that because you may be sitting back thinking those same questions. Let me address them.” You list your questions, quickly go through them and give your answers. You provided full scope context and removed any doubt that they were having or skepticism that you’ve addressed with the answers to those questions.

I have talked to a few people who are doing two shows a week. They’re doing one energy format show and a live format show where they’re broadcasting it live on Facebook. That type of schedule and plan for doing two different types of episodes every week is great. I want to share one additional little context tip to frame the live episode differently that you might consider if you’re interested in doing something like that.

That would be you can have a different prerecorded intro, not just you talking about context at the beginning that’s unique to that episode. Some people call it trailer, theme or music. You can have a different voiceover. If we did that, we’re not making this distinction in our show but it might be, “Welcome to Feed Your Brand live.” You could have a different intro that this is clear from the very opening that this was recorded live versus the normal format.

Another option is to use an ad section. You do your normal introduction with the music, the preamble and everything and say, “Here comes Tom and Tracy live. You can catch them live on Facebook every week on Wednesdays at noon Pacific Time. Join the Brandcasters Facebook group.” You have given them that offer about where it’s coming from and added that feature in.

That way, you’re creating more of a community experience as well, letting them know you’re there for them. There is a live way. Your podcast subscribers may not have realized you have an option for them to ask questions live. That’s less friction than them going on and finding an email address or a form to fill out to send you their questions. It’s like, “I’ll find them on Facebook and ask.”

Create an experience of community and make your audience have a slight fear of missing out. Click To Tweet

Plus you can drive certain people who have the time to be able to listen when you’re live. If you do it on a regular schedule, they can predict when you’re going to be live. It’s like, “I don’t have to wait a week later or more to get this content. I can get it first if I join the group and attend live.” They don’t want to miss out and want to be an early consumer of your content.

The last thing that I want to mention to everybody before we head off into our Q&A session is that your podcast listeners and subscribers go both ways. They are there on your podcast show but they also show up for your webinars. Recognizing them is a great way for the people in the webinars and the live streams who don’t know you have a podcast to remind them that you have one. Make a shout-out saying, “I go over this all the time on my podcast but I’m going to reiterate it here,” and mention something that is an episode.

First off, it reminds your subscribers, “There was an episode about that. Maybe I should go back and listen to it again,” if it’s relevant, timely and important for them in terms of something they’re trying to learn here. For the new people who are seeing you live for the first time, they’re able to go, “There’s a podcast here. I could subscribe to that.” You’re giving those mentions going in both directions. Being cognizant that your audience overlaps is critical.

When you think about it, it makes a lot of sense. While a lot of us might want to get something live or they see something flash across their Facebook notification, “Scott Carson is live right now.” “I want to see what Scott’s talking about,” but I may be in the middle of a call and I can’t do it. There are reasons why I’m going to subscribe to your podcast to make sure I don’t miss anything and I can get it on my time.

I’m going to also join the group and get that live notification because if I can participate live, I can. I’ve even had it happen when I see a live. Sometimes I jump into it and I don’t always for some reason jump in right at the time it’s live. I’m seeing it a little delayed and I know I’m behind. I’m like, “I’m behind. I don’t want to be behind.” People will subscribe in multiple places. That’s a good thing because you’re casting a wider net to serve and capture them.

If you’re trying to create that experience of community, reminding them and making them have a little fear of missing out or FOMO about the fact that, “Podcast subscribers are getting something special.” the podcast subscribers are like, “These live people are getting something special,” and having it go in both directions is important for you in terms of building a community that’s engaged and active from podcasting into the live. We want to go back and forth with that.

That’s how we go about doing it. These are our basic tips for using webinars, summits, live streams and live event presentations as podcasts. It’s content that you gave out there and worked hard on. You should be sharing it with your entire community. They want it as much as you want to be able to get exposure for it.

We’re all about multicasting and repurposing content. We cannot stress that enough. Get every little ounce of benefit out of everything you record in any way you can.

Thanks for this portion of it.

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