How to Leverage Webinars in Your Content Marketing Strategy

 

Last week, I had the opportunity to soak in some great ideas and advice from content marketing experts at the inaugural Content Marketing Bootcamp event. Hosted by Eloqua and Kapost, the event brought together close to 250 B2B marketers who were passionate about creating, managing, and delivering compelling content throughout the buying process. 

Why Content Marketing?

Why is the topic of content marketing so timely? We’ve all heard the CEB statistic  that today’s buyer doesn’t engage with sales until they are 57% of the way into the buying process. They don’t call a vendor when they have a problem; they turn to Google and to their peers to investigate potential solutions. It’s our job as marketers to provide content that speaks to their pain points, teaches them something new, and eventually leads them down the path to our solution.
 
Today's buyer doesn't talk to sales until 57% of the way into the buying process.
 
So, as you map out the content strategy for your organization, where do webinars fit into the mix? 

Remember: Webinars are a Vehicle

To start, I think an important thing to note is that webinars are a vehicle for delivering information – you still have to make the investment to develop compelling content to share during the event. I think Ken Molay said it perfectly in this recent post :
 
“[People] don’t want webinars, they want specific information of value to them. The delivery method is incidental. The type of container is not the selling point. This is the reason that grocery stores have aisles with signs saying “pasta”, “cat food”, and “baking goods.” They found that it didn’t work so well when they created aisles of “cans”, “boxes”, and “bags.””
 
However, you can (and should) treat your live webinar with the same care as any other piece of content in your arsenal.

Tailor Your Webinar to Audience and Buying Stage

As with any other piece of content, having a clear strategy is key. While webinars can play a role at all stages of the process – top of the funnel, middle of the funnel, and bottom of the funnel – you will need to understand your audience (their role, industry, pain points) and tailor the content based on their stage in the buying cycle. 
 
For example, if you want to fill the funnel with new prospects, you may want to focus your event on educating people about an emerging market trend or business problem. However, if you are targeting mid-funnel prospects, you may want to share specifics on how your product can help them take advantage of an opportunity or solve a problem.
 
Regardless of stage, make it your goal to bring a fresh perspective, expand your audience’s thinking, and arm them with the knowledge to make better-informed decisions.

Repurpose Your Webinar Content

Finally, don’t let the momentum die when the live event is over! You invested a considerable amount of time and energy to develop the compelling content you presented in your webinar. You may have even invested thousands of dollars to bring in a key thought leader or professional speaker. 
 
Treat your webinars as a rich source of content to mine for ongoing programs. This exercise becomes even easier if you design your webinar content with reuse in mind. For instance, instead of delivering a 45 minute presentation where each slide builds on the last, consider segmenting the information into discrete capsules of information that flow together seamlessly but can still be leveraged independently.
 
Here are a just few ideas to help you get started with repurposing your webinar as content for future programs:
  • Distribute the slide deck on SlideShare
  • Share the recording on YouTube or embed it on your website or blog
  • Promote the recording as an on-demand event in a future campaign
  • Divide your recording into easily digestible sound bites and include them in nurturing emails
  • Write a blog post sharing key takeaways or highlights from the Q&A
  • Transcribe the recording and use it to help drive organic search
  • Create an infographic that highlights key data points from the webinar
  • Transform the transcript into an e-book covering the topic 

If you are an Eloqua user, you may also want to check out my recent post on leveraging data from webinar recordings in Eloqua.

Hopefully, this post provides some food for thought on the role webinars can play in your content marketing strategy. The possibilities are endless, so I’d love to hear your ideas for repurposing webinar content.

Make Webinars Part of your Content Marketing Strategy with ReadyTalk for Kapost

To my fellow marketers, does this sound like a familiar scenario?

I have 17 emails in my inbox from various colleagues and sponsors about the title and description of our upcoming webinar. What will it look like once we start working on the presentation and all of the associated promotions?  What a nightmare. There must be a better way of doing this…

Introducing the ReadyTalk for Kapost integration. Kapost is a content marketing platform that has recently added ReadyTalk webinars as part of the workflow to help coordinate collaboration efforts around the tasks associated with a successful web event.

So, what does that mean for you?

More and more, prospects are learning almost everything they need to know about your product before ever talking to a salesperson. This stat puts even greater pressure on the creation and distribution of the right content, at the right time, to maximize lead generation and qualification efforts. Content comes in all different forms…blog posts, eBooks, emails, landing pages, social media, and of course, webinars. However, to make the most of your content, it must target the right decision maker at the right stage of the buying process.

Kapost manages each component of the content marketing process, from throwing an idea on the board with a broad group, to producing the content as part of an overall marketing campaign with key stakeholders, and finally, analyzing how various pieces of content contribute to your sales team closing opportunities.

And now ReadyTalk webinars are part of that content marketing process, enabling users to:

  • Efficiently manage their content pipeline through an all-in-one editorial calendar for planning blog posts, email campaigns, and promotions around a webinar campaign.
  • Collaborate on webinar-related materials, such as invitations, registration pages, and the presentation with key stakeholders.
  • Easily leverage recorded content in future campaigns since recordings are easily imported into Kapost after the live event.

Interested in learning more specifics? Check out what Kapost has to say about the exciting integration with ReadyTalk

Tips for a Great Virtual Meeting

Advancements in technology has made is possible for organizations to hold virtual meetings and discuss significant matters through web conferencing. Companies with branches in different location have greatly benefited from this technology. Regardless of geographical location, it is possible for employees to meet face to face through video conferencing. In addition to internal employee meetings, video conferences allow customers  to participate when companies are doing product presentation or launching new services. Basic meeting etiquette must be followed regardless of the type of virtual meeting you participate in:

  1. Preparation for virtual meetings should be done thoroughly prior to the time set for the meeting. All participants should be emailed all the essential information of the meeting such as agenda, titles and names of other participants. Ensure all attendees have all the required login and password required to participate in the meeting.
  2. The venue from where you host in the virtual meeting greatly influences the success or failure of the meeting. Ensure that you find a quite location so that participants can communicate with each other clearly. In addition, confirm all attendees have all the required software and hardware to effectively take part in the meeting.
  3. Consider the different time zones of all the attendees. Set a time when all the participants will be available without having to wake up at night or be forced to arrive at work earlier than usual. Confirm that all attendees are comfortable with the time set for the meeting.
  4. Just like other meetings, virtual meeting should have a start time and end time. All attendees should be available at the start of the meeting for better follow up. Good collaboration is the key to success of virtual meetings.
  5. A brief introduction of the participants taking part in the meeting is crucial. The introduction should be done at the beginning of the meeting. The best approach is to conduct a roll call to confirm that all attendees are ready.
  6. Virtual meetings should follow an agenda just like other normal meeting. The organizer of the meeting should inform the participants the agenda of meeting in advance. Emailing the agenda prior to the meeting is the best way to reach the participants. The organizer must also ensure that all participants remain on the agenda as the meeting progress.
  7. Regardless of the place you attend a virtual meeting it is prudent to follow proper meeting etiquette. You should stay focused on the meeting and avoid  distractions, such as answering calls or checking emails while the meeting is in progress.

Virtual meetings include all of the possible problems of face-to-face meetings but also present an extra layer of impediments. Nevertheless, employing the rules of etiquette will guarantee that your virtual meeting is an effective use of time. What tips would you recommend for hosting a great virtual meeting?

tips for virtual meetings

NEW: Desktop Share Annotation Feature

 

A few months ago, we told you about Feature Frag.  This three day innovation challenge provided our engineering team the ability to design products that would enhance the ReadyTalk product base. While all the projects were pretty sweet, there were a handful that made it to the ReadyTalk service…a few of which we will explain in a series of posts. A big kudos to all participants for their time and energy, and stay tuned for future product news!

Annotation tools (also known as markup tools) have long been a favorite of the ReadyTalk slide presentation toolkit. This functionality has just been extended to Desktop sharing (Windows only) to keep participants engaged and focused on your software demonstration or any application running on your desktop.

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Make a stronger point by directly marking up your shared desktop, instead of using a mouse to point. Use markup tools to draw the attention to the topic at hand, by choosing a marker, highlighter, or even arrows to keep participants focused on the important details.  

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All annotations made while in desktop sharing mode are instantly captured and recorded enabling you to leverage your recorded content with more details for your viewers.

Please note, this feature is only available in desktop sharing mode, and is available for Windows only for the time being.

Learn more about Feature Frag or the other projects that made it into the ReadyTalk Service like the Request Control feature and the additional "Invite Others" options from on-demand meetings. .