Power Up: repurposing content for powerful reach

We’re in our fourth series of LinkedIn Lives and thousands of views in.

If you’re new to the concept, these are real-time video streams which are broadcast to people that follow you or sign up specifically to your event. It’s then also available on replay as soon as the livestream finishes.

The recording can then be used and re-purposed across a bunch of different formats and platforms, making it a great basis for your content production cycle. We created 28 pieces of content from just four LinkedIn Lives.

This is how we did it and what we’ve learned:

1. Picking a topic and channel

When it comes to what you’re going to talk about and where you share this message, have your audience in mind. Our audience is tech startups and scale ups who are active on LinkedIn, so we chose this as our main platform. <if you’re a B2C e-commerce brand, you’ll probably find that Instagram Lives or a TikTok series are better ways to reach your audience.>

We started doing LinkedIn Lives with just our own team, and then last summer, we brought in some external guest speakers.

We found that having guest speakers, who were specific subject matter experts, gave our LinkedIn Lives more focus. We also found that we had a greater reach as we were able to take advantage of their audience too.

2. Setting up your LinkedIn Live

If you’re setting up a LinkedIn Live from your own account, you’ll need to make sure Creator Mode is enabled and follow these steps .

You can also go live from your company page by setting up a live event. We set up our sessions using Streamyard , a live streaming studio.

We recommend that whoever is hosting the live session creates the account so they have full control, also you’ll need to choose a paid plan if you want the video to automatically record and be available for download. We only discovered this through trial and error!

3. Getting people to your session

There are a number of ways that you can promote your session:

• Social posts across different platforms ideally giving your audience plenty of notice and reminders about the upcoming session
• Email, if you have a regular newsletter than definitely mention your upcoming session with a link to join
• Direct message either by telling your closest contacts or through LinkedIn, which gives you the option to invite your connections directly.

In your messaging, be sure to include what the session will cover, what attendees can expect to learn, plus when and how to access the session. We’ve found that we’re only getting <50 people joining live, but the videos get between 200-500 views afterwards on replay. This seems to be the trend with other live sessions that we’ve attended.

Admittedly we haven’t cracked this one yet as we’d like thousands, but this just goes to show how important it is to repurpose your content as it may be more accessible in different formats and platforms.

4. You’re Live!

During your session, focus on the content and the conversation. Keep an eye on your audience comments in case you have any questions there.

5. Download the video, transcribe and re-purpose

Your download of the live session can be:

1, Trimmed to create video snippets, you don’t need a special tool to trim your video - your computer’s default tool eg iMovie can do this.

• Create shorts for YouTube and social channels

• Share snippets of your video on social media

2, Run through Otter.ai to create a transcript and then chatGPT to give you the basis for a newsletter and / or blog.

• Hone your prompt to make sure it’s useful - remember the creative is only ever as good as the brief! Here’s an example of a starter prompt: <please write a summation blog of key learnings for thescaleupcollective.com in the tone of Lucy Woolfenden from The Scale Up Collective. The blog is about Catherine Ann Reid's journey launching and developing Doqit and should pull out 5 key learnings >

• We then refine it by pasting it into a google docs to go through tone, fact checking and spell check.

3, Extract the audio from the video to create a podcast or audiograms for social, there are lots of options but we like Audiogram

And all of this can be shared again and again on social media, for example, you could take 10 text snippets from a 500-word blog article to create individual posts.

In our case, so far we have used each of our LinkedIn Lives to create a Power Up In Brief and two social posts, and we’ll re-visit the content to create a blog article and at least three more social posts for each video. That’s 28 pieces of content from just 4 x 30 minute lives!

I hope you found this useful, if you bring live content into your production cycle, let me know how you get on.

??? Stay tuned for more inspiring founder stories and insights with The Pivot Sessions! ???

Lucy ??