Have you ever considered spicing up your content strategy with webinars? Maybe your blogs are performing well, along with your videos and whitepapers. However, if you are hoping to promote your business or services to a wider audience, webinars might be the right option for your company.
You can make them into videos, adding to your website and social media content. You can slice up videos. You can grab screen shots and quotes. The possibilities are endless!
Research from the Content Marketing Institute and MarketingProfs.com revealed that 62 percent of surveyed marketers use webinars in their B2B content marketing strategies. Additionally, 63 percent of respondents believe that this specific strategy is effective. So why should your company in particular use webinars in your content marketing efforts? Here are three reasons why webinars are particularly ideal when integrated with a content strategy:
1. Adds authority as well as authenticity
Like whitepapers, webinars project a sense of authority that you can’t achieve as easily over a normal blog or short video. As current marketing efforts focus around creating thought leadership content, webinars give you the platform to attain this goal.
Best of all, webinars are authentic. They take on the life of your speaker.
2. Reaches a wide and diverse audience
Whenever you post an article, you might see some spikes in engagement levels. You may see the same phenomenon when you post videos or other content on your website. However, with webinars, you can see exactly how many people are tuning in at the same time. Webinars allow you to reach a wider and more diverse audience than ever before.
3. Adds content
Doing more with less — that’s the name of the game for most marketing people. You want new content for your website, your social media accounts and more. Webinars are a great place to start. Because they have video components, you have lots of options for how you display them. They also, of course, add leads to your funnel.
4. Enables better measurement of content
With webinars, you can tell where people are engaged or disengaged. You know the questions they’re asking. You know whether they’ve signed up for your content … or not. In this way, you can create a better content strategy and use highly successful parts of your webinars — where your audience is super engaged — more.
5. Is engaging and interactive
People want to interactive with the company they choose to do business with. They don’t want to be silent observers or listeners, they want to have a say in what products they are buying or the message you deliver. Webinars allow for polling, social engagement and other forms of real-time interactive measures.
Webinars rely on a community to be successful.
6. Leads to revenue
All marketing people care about leads. This is some of the only content that generates leads even before it’s completed. People who register are in the pipeline and ready to be contacted about products. If they’re not, they’re ready to be nurtured for future contact about products. Regarless, your webinar content strategy ensures marketing-sourced revenue.