Messaging needs to speak to specific audience interests. In the case of promoting a webinar, what is the “hook” for the audience? By the way, it’s not “XYZ Corp” is having a webinar!
Thanks, Sarah. As she mentioned, there is a lot that goes into creating and promoting a good webinar – identifying the right audience, finding the right distribution channels, and developing content to promote the webinar. On one hand, webinars are just a distribution channel, a way to delivery content on a topic to an audience. On the other hand, webinars are a valuable content marketing tool – creating content that can be used in lead generation channels.
In fact, 59% of respondents to a 2013 Content Marketing Institute study said they are using webinars as a tactic in their B2B content marketing strategy. In another study, B2B marketers rank webinars as the #3 tactic for content marketing, with 61% calling it effective. So, how are these marketers using webinars for content marketing?
Sarah talked about the need to identify audience interests. Webinars are a great way to identify those interests. What are the topics and themes that are coming up during the webinar? Are several attendees asking the same question? If so, that question and answer might be a great topic for your next piece of content. Polls are another great place to mine ideas. At the start of today’s webinar, we asked you share XXX. We can easily take those responses and turn that into additional content. Another place to look for topic ideas is Twitter. We’ve had some great comments on Twitter today. Many people shared some of Sarah’s key points around audience identification. To me, this suggests that I should spend some time developing content around “How to Identify Your Webinar Audience.”
Not only are webinars a great place to find content webinars, they are also a great source of content. Here are 19 pieces of content that can be generated from a single webinar.
Creating 19 pieces of content is going to be time consuming and it may not be practical for every webinar. Leveraging the webinar recording is an easy way to get a better ROI from your webinar while getting twice as much content. <talk about each tactic>
Whether you’re creating 19 pieces of content or just a few, the success of your webinar and your content marketing program depends on your audience’s ability to find that content. Successful promotion is key. To make it easier, ReadyTalk has integrated directly with PR Newswire so you can easily promote your webinars when you are scheduling them. We’re going to take a few minutes to answer questions and then Beth T., product strategist from ReadyTalk is going to do a short demo of our iReach, our integration with PR Newswire. If you’re interested; please stay with us for that demo. Now for your questions.
Maximizing the Impact of Webinars as a Lead Gen Channel
Maximizing the Impact of
Webinars as a Lead Gen Channel
The building blocks of discovery
Audience: ID & Cultivation
• Social media is an
– Community provides
– Community provides
– Community provides
The Audience Effect:
Find the people who
care & interact with
In less than 24 hours 4
• 100+ social shares of a
blog post promoting a
• 23 click-throughs to the
Interest: Identify the keys to audience
Need some help finding your keys?
• Sales & customer
• Search terms
• Search results
• Popular content on
your web site or
• Social networks
A Webinar is a Vehicle that Delivers AND
Webinars as Content
59%of marketers are using webinars in B2B
content marketing strategy
Webinars are the #3tactic for content marketing
61%of B2B marketers call it an effective tool for
Crowdsource Content During the Webinar
Let your webinar audience generate content ideas:
•Chat and Q&A
19 Pieces of Content from a Webinar
Double Your Content
Recordings give you 2X the content.
Edit a short 2-minute segment and share it:
•Embed in a web page
The Benefit of Webinar Promotion
Easy-to-use and cost-effective, iReach offers several benefits:
•Broader (but targeted!) promotion
•Automatically promote your webinar on PRNewswire.com and
make it findable by search & news engines
•Ability to target the most relevant audiences when PR Newswire
tags your releases for the right industries, subjects and
•Increase your website visibility
•Drive more visitors to your site by including back links in your
•Your press release is hosted forever with PR Newswire, which
includes a search-friendly permalink URL