From the course: Going Live: Building Great Live Content

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Defining your purpose and premise

Defining your purpose and premise

From the course: Going Live: Building Great Live Content

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Defining your purpose and premise

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- Once you've performed your target audience research and have decided where and when you'll go live, it's time to align on your purpose and your premise. With regard to your purpose, it should start with being keenly aware of your goals. What do you want the live cast to do? How will it fit into your social media strategy? Now, live video can live within multiple places of the marketing funnel. Some live casts are top of funnel, meant to create brand engagement at a broader level and draw more people in. Some live casts live further down the marketing funnel where you might be more actively promoting products or services. In that case, you'll implement more overt approaches designed to hook your audience and create conversions, making it easy for people to respond to your call to action, and some live casts live at the bottom of the funnel, providing valuable content to existing customers for the purpose of retention.…

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