1

Where Do Webinars Fit in a Content

Marketing Strategy?

2

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

Click Me!

Click Me!

Bring personality

to 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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