Finding Evergreen Topics
Many marketers are generating leads through webinars with the lowest possible cost effort by recording your webinar and redistributing it. On average, a live webinar lead costs a company $136. However, by recording the webinar and replaying it, the cost of a qualified lead decreases to about $52per lead. That is a huge difference. Usually marketers possess the goal of generating the highest quantity of qualified leads at the lowest cost possible. By recording a webinar and redistributing it, not only will you generate more qualified leads at a lower expense, but it requires almost no additional effort or work on your part.
Start maximizing your webinars so they last as long as absolutely possible by creating evergreen content. While this word is often tossed around by editors and producers, it is also relevant in the webinar world. The idea of the word “evergreen” surrounds the fact that your webinars will always remain fresh and never expire. People typically don’t want to listen to recordings that are no longer relevant or are outdated, just like you wouldn’t normally prefer to watch an outdated movie or read an old whitepaper that no longer seems pertinent.
When developing evergreen content, it is important to focus on the concept of renew, reuse, and recycle. Higher level topics tend to fit the evergreen criteria more proficiently due to the fact that specific details or procedures often alter over time, while overall concepts rarely change. A good place to start would be to focus on SEO or key words that your company has used for the past decade. One vital tip: do not use dates. When you incorporate a date into a webinar, it immediately becomes out of date. Picture yourself watching a webinar when half way through it mentions a statistic from ten years ago. Right then, you would automatically know that information is no longer significant and you would start to question how much of the webinar is still accurate today. People always prefer up-to-date information rather than outdated facts, so avoiding specific dates and using evergreen content, will allow you to continuously broadcast the "fresh" content your audience seeks.
Besides minimizing work efforts and lead costs, reusing webinar recordings is additionally crucial in the marketing world. Evergreen content advances inbound and outbound marketing since it allows marketers to put the content in a nurturing campaign without possessing the burden of having to edit it every six months simply due to outdated content. Maximize the efforts that you are putting into your webinar at the beginning because having evergreen content will greatly pay off down the road.
As you begin to develop content for your next webinar, use our evergreen checklist:
- High level topic
- Valuable information
- No dates
- Will the information be relevant in 10 year?
- Was the information relevant 10 years ago?
To learn more about evergreen content and how to create it check out our webinar clip featuring Mathew Sweezey: “Evergreen—Topics that Last.”
Check out our slide deck: “The 84% You’re Missing: Rethinking Your On-Demand Webinar Strategy” to learn more on how to create a webinar for on-demand use.
If you are curious about the cost of a webinar lead and the price difference between having a recording vs. only using the live webinar, read our blog: “The Cost of a Webinar Lead: Getting the Most out of Your Webinar Investment”