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Where Do Webinars Fit in a Content
Marketing Strategy?
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Presenters
Toby Murdock
CEO, Co-Founder
Kapost
@Kapost / @tobymurdock
Ian Hutchinson
Video Marketing Specialist
Vidyard
@Vidyard / @IHutchinson
Anita Wehnert
Director of Product Strategy
ReadyTalk
@ReadyTalk / @anitawehnert
• Why content marketing is important to modern marketers
• What types of content work best at each stage of the funnel
• How to tailor webinar content to persona and stage in the
buying process
• Tips on designing your webinar content with reuse in mind
• Repurposing your webinar for ongoing content marketing
• Driving ROI from your recorded assets long after the follow-
up email
• Video distribution
Brands Must Become Publishers!
#RTWebinar , @Kapost
Past vs. Present
Information Scarcity
• Buyers would have little information before buying a product
Information abundance
• Now there is a large amount of information for buyers– Buyers are in control
– Almost 2/3 of buying process occurs before buyer contacts vendor
Marketing Owns Top of Funnel
#RTWebinar , @Kapost
Top of funnel
First half of
buying
process
Marketers must
be responsible
for top of funnel
activity
What to Do?
#RTWebinar , @Kapost
No more blasting information at buyer
What to do?Buyers resist information that is “blasted” at them
-Find it annoying
-Damaging to perception of company
Content: The Force that Moves the Buyer Down the Funnel
#RTWebinar , @Kapost
IT’S ABOUT THE BUYER!
Content marketing = Solution
We must earn our buyers
attention with content about
the buyer’s interests
site visitors
leads
opportunities
customers
Content
Campaigns
TOP
MIDDLE
SUCCESS
#RTWebinar , @Kapost
BOTTOM
Content about
buyer should
NEVER leave
process
Buyer-centric Process
10@anitawehnert #RTwebinar
Webinars are a Top Tactic
59% of respondents to a 2013 CMI study are using webinars as
a tactic in their B2B content marketing strategy.
11@anitawehnert #RTwebinar
Webinars are an Effective Tactic
Per CMI, B2B marketers rank webinars as the #3 tactic for
content marketing, with 61% calling it effective.
12@anitawehnert #RTwebinar
Webinars are a Vehicle
People don’t want boxes, they want what’s inside. Think of
webinars as a delivery vehicle for your compelling content.
13@anitawehnert #RTwebinar
Target to Your Audience
Role?
Geography?
Industry?
Problems?
As with any other piece of content, having a clear picture of who you are targeting with your
webinar is key.
14@anitawehnert #RTwebinar
• Show Thought Leadership
• Build Credibility
• Gather Qualifying DataProspect
• Stay Top of Mind
• Develop the OpportunityNurture
• Demo Your Product
• Share Success StoriesClose
• Train New Customers
• Cross-Sell/Up-Sell
• Expand UsageOnboard
Tailor to Buying Stage
Webinars play a role throughout the funnel. Top? Thought
leadership. Mid? Demos & case studies. Bottom? Onboarding.
15@anitawehnert #RTwebinar
Easier to Repurpose Harder to Repurpose
Individual capsules w/ discrete ideas Complex ideas that build on each other
Multiple speakers Single speaker
Tips & best practices that can stand alone One long PowerPoint presentation
Content with natural breakpoints A 45-minute diatribe
Tweetable statements No clear takeaways
Different formats like panel discussions An hour-long chunk of content
Design with Reuse in Mind
Think about reuse from the get-go. Discrete ideas that can stand alone make it easier to repurpose webinar content.
16@anitawehnert #RTwebinar
How to Repurpose Webinar Content
Treat webinars as a rich source of content to mine for ongoing
programs. Think SlideShare, blog posts, e-books, transcripts, etc.
17@anitawehnert #RTwebinar
Don’t Forget the Recording!
Drive more ROI from your webinar recordings by sharing on YouTube, embedding on blogs &
including in nurturing emails.
(Avg. around $10,000)
Ex. Webcam
video
Tip: Gate for a set amount of time (30 days after webinar)
Helps with SEO
Large video library
*50 videos uploaded a day
Allows viewers to
watch selected
parts
Number of touches before sales gets contacted (usually)
31@anitawehnert #RTwebinar
Visit ReadyTalk Visit Kapost Visit Vidyard Watch more ReadyTalk webinars
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