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15 Ways to Incorporate Webinars into your Content Marketing Strategy (tweets included)

Posted by Simone Nabers on
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There was an abundance of content marketing tips at the Content2Conversion event hosted in NYC earlier this month. Being a newbie to both the Big Apple and the conference, I had plenty to keep my mind occupied for a few days (thus the delayed blog post...or something like that). The line-up of speakers was second to none and there were plenty of opportunites to connect with like minded marketers - many of whom had the same questions, so I felt I was in good company. 

Content marketing is no longer just a 'hot topic' - it's more like a staple and if you're lagging, then you'd better make an effort to get on board. Fortunately, the resources aren't hard to come by. After all, I'd hope if content marketing is the staple, than those that have pushed the idea forward have supplied us with plenty of content to help launch our own strategies. I digress. Webinars are a delivery vehicle for your content

Like I mentioned before, I had plenty of material from the conference (feverish notes, tweets, powerpoint decks, etc) and created a quick list of seven ‘tweetable’ tips from ideas shared at by presenters and panelists. I've taken the liberty to add a bit of 'webinar flair' to the concepts and how online events can dovetail nicely into a content marketing strategy:

  1. Find your influencers, get them on your webinar, multiply your content marketing efforts.  - Joe Pulizzi, Content Marketing Institute @juntajoe (Great post from @KISSmetrics on the topic, too http://ow.ly/kqPKe)
  2. Will your webinar attendees thank you for the content you shared? Utility should be a driver in your presentation. - Ann Handley, MarketingProfs @MarketingProfs
  3. Build up your #contentcred. Let people access your #webinar recording for a limited time, then drive leads with a short form.  - Rob Yoegel, Monetate @RobYoegel
  4. Create webinars with reuse in mind. Break it down into other forms of content http://ow.ly/kqOX8 #contentcuration - Pawan Deshpande, Curata @tweetsfromPawan
  5. Are you on #Slideshare? It’s an amazing place to repurpose #webinar slides, two thumbs up. – Joe Pulizzi, Content Marketing Institute @juntajoe
  6. ROI - hard to measure right away in a webinar. Think Return on Objective. Use webinars as a building block to conversion - Lee Odden, Top Rank Online Marketing @LeeOdden
  7. Strategically stretch resources, map webinar content to different stages of the funnel and nurture! – Brian Carroll, MECLABS @brianjcarroll (not at the show, but worth mentioning – check out his related webinar http://ow.ly/kqTnC)

If you’re not currently using webinars as a part of your content marketing strategy and want to learn more, check out the recording of our own recent webinar with @Kapost and @Vidyard, "Where Do Webinars Fit in a Content Marketing Strategy?" And just for an extra teaser - here are eight more tweetable tips that we dove into (via @anitawehnert):

  1. 59% of respondents to a 2013 CMI study are using webinars as a tactic in their B2B content marketing strategy.
  2. Per CMI, B2B marketers rank webinars as the #3 tactic for content marketing, with 61% calling it effective.
  3. People don’t want boxes, they want what’s inside. Think of webinars as a delivery vehicle for your compelling content.
  4. As with any other piece of content, having a clear picture of who you are targeting with your webinar is key.
  5. Webinars play a role throughout the funnel. Top? Thought leadership. Mid? Demos & case studies. Bottom? Onboarding.
  6. Think about reuse from the get-go. Discrete ideas that can stand alone make it easier to repurpose webinar content.
  7. Treat webinars as a rich source of content to mine for ongoing programs. Think SlideShare, blog posts, e-books, transcripts, etc.
  8. Drive more ROI from your webinar recordings by sharing on YouTube, embedding on blogs & including in nurturing emails.
     

If you are already taking advantage of all the difference forms of content that can be produced from webinars, let us know! Maybe you recognize a few from above, maybe you have some that we haven't thought of. How have you been able to reimagine your webinar content and reuse in other parts of your content marketing campaigns?

 


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