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Kencast Brings Solutions to a New Audience with Their Live Streaming Coverage Online Community

June 15, 2011
When Kencast made the decision to start offering solutions to the mass market for the first time ever, they needed a quick way to reach a large target audience – an audience who may have never heard the name Kencast before.  But, after just a few short months, the Live Streaming Coverage Global Online Community on TMCnet is at the top of major search engines and receives thousands of unique visitors to their site, making it easy for people to learn more about, and take advantage of, Kencast’s powerful technology.

Let’s Stream Our Messages to a Broader Audience (News - Alert)

After years of providing services to large organizations, Bill Steele, CEO of Kencast, saw the opportunity in the market for everyone to take advantage of this technology and broadcast their own events for themselves.  Kencast’s Video Streaming technology is a perfect fit for people looking to cover, news, sports events, public safety, weddings, and more online – and Steele was confident that if people knew this capability existed, they would be quick to adopt it.

So, Steele set on an endeavor to spread the word about Live Streaming Coverage. After becoming familiar with TMCnet through the NGN print publication he subsequently learned about TMCnet Online Communities by researching SEO and social media solutions, and found the TMCnet product as a great way to get their stories and messages out to a broad audience as well as help rank the company highly on search engines.

Kencast’s TMCnet Online Community is an integral part of a broader campaign for the company to expand their services, and includes a close integration with their own company website and other social media platforms like YouTube, Facebook (News - Alert), Twitter, and LinkedIn to get the message out that anyone can be taking advantage of their Live Streaming Coverage services.

With a strong keyword term that more people search for every day, Kencast has experienced extremely high ranking in just a few months for their Online Community. Steele explains “it’s done what I was looking for - it is very high on search engines” with an average of 4,000 unique visitors and 17,000 page views experienced on the site every month.

Educating This New Audience

But it wasn’t just high ranking that Steele was seeking; it was education, stating “we are looking into a pretty niche market, so I really wanted to get education to [the audience] about what we do.”  An effective way of educating the audience that Steele has found effective is through their YouTube (News - Alert) video channel, which is promoted on their Online Community as well. Why is this effective? Because you’re showing people what you can actually do in a visual way, which most people prefer.  

Other ways that Steele works to educate his target audience is through the editorial content that Kencast and TMCnet create for the Online Community.  In addition to the content pieces created by their TMCnet editors, Kencast also rolls out 1 or 2 articles a month focused on telling a story to their visitors, like “How to Build a Portable Production Platform.” This kind of educational content is, as research (and experience) shows, the best way to not only educate and engage your target audience, but be viewed as a credible source in search engine algorithms, further driving your SEO and ranking.

The SEO Triangle

At the core of Kencast’s campaign is their social media integration, as Steele states “everything is linked together with social media sites: If you’re at the KenCast (News - Alert) website or the TMCnet Online Community there are places where you can click to share content on the social platforms.” Every piece of content is linked together in this manner to encourage the cross-promotion and sharing of content across multiple platforms.   

To boost the triangle, Kencast promotes their Online Community every chance they can, and directs people to the site during live events and even by posting content stored on TMCnet on their own website (like their White Papers).  In addition, when they have a live streaming event going on, an icon pops up for the viewer to select to go visit the TMCnet Online Community if they wish. With this firm triangle of interactivity in place between social media sites, the TMCnet site and their own company webpage, Kencast has seemingly learned the key to success as all his initiatives support each other and work together around one common goal.

The Advantage of External Content

Though Kencast creates educational and quality content on their own, Steele explains “I look at TMC (News - Alert) as our PR Firm: I like the way our advertising surrounds the news and I like putting full page ads into NGN magazine which also broadens our reach.” Working collaboratively with TMC is key for Steele, as he states “the more effort you make as a company to ‘do your part’ the better. Keep content fresh. Go back and look at older articles and swap them out. Really take advantage of this opportunity” to share your services with a broader audience.

See for Yourself

Want to watch a marathon from the back of a motorcycle? Check out the Live Streaming Coverage Online Community on TMCnet!

To learn more about how to implement any of these best practices on your own Online Community, contact a member of your TMCnet team.  


About TMCnet Online Communities

TMCnet Online Communities are news-generated, content-rich portals that position your company as the leading “go-to resource” for your industry group. TMC has been building Online Communities for over 10 years, and continues to be the market leader at developing these successful sites for our customers.  To learn more about the TMCnet Online Community program, please contact Anna Ritchie [email protected] or call 203-852-6800 x 107. You can also visit us online at

Anna Ritchie is product manager for TMC's Online Community Program. Previously, she worked as a change and communications practitioner for a global consulting firm, and as a freelance marketing and communications specialist. She received her master's degree in English from Seton Hall University and her bachelor's degree in English from Loyola University.
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