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!

Mark Bornstein VP Marketing, ON24 @4makb

Hana Abaza VP Marketing, Uberflip @hanaabaza

How to Build a Successful On Demand B2B Content Strategy

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Join in on

WE WILL SEND THE RECORDING.

Questions? We’ve got answers!

(At the end of the webinar J)

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1.  What is your biggest on demand challenge?

2.  Creating strong on demand content

3.  Making on demand content easy to access

4.  Promoting on demand content

5.  Measuring the value of on demand content

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Poll #1

What’s your

biggest on

demand

challenge?

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1.  Why On Demand is important

2.  How to create a compelling on

demand experience

3.  How to get more bang for your buck

with On Demand content

On tap for today…

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Why on demand is important

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There are only so many hours in a day…

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The mobile generation

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Globalization changes everything

• Globalization of business means attendees can come from anywhere

• No time zone fits all GEOs

• Promotional activities are international:

§  Mail lists are typically global

§  Social media promotions reach international audiences

§  Website viewers are global

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Why is on demand viewing increasing?

1100 Registrants 16% International 34 Different Countries 4 global regions 25% On-demand viewers International International registrants 2X likely to view on-demand

!!!!

ON24 Case Study

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Source: ON24 2015 Benchmarks Report

Why On Demand is Important

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Why On Demand is Important

Source: ON24 2015 Benchmarks Report

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How do you create a compelling

on demand experience?

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Just because it’s not live

doesn’t mean it can’t be engaging and interactive

Branding

Multimedia

Content Social media

User-controlled

Interactivity

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What do you think of when I say Resource Center?

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Graveyard

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Creating a tailored experience for ALL your content

Tailored experience

Optimized for lead gen

Links to on demand content

More relevant content mix

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”More bang for your buck”

!

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Optimizing for lead generation

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Smarter Lead Capture

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Repurpose Content

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Turn your great live webinars into multiple content assets

Highlight 1

Highlight 2

Highlight 3

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1.  We don’t offer our videos/webinars on demand

2.  We put them on the website and that’s it

3.  We only promote via social media

4.  We promote on demand like we promote live (

database, social, website?)

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Poll #2

How to you

promote your

video/webinar

on demand

content?

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Promoting your on demand assets

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•  Continue to promote your archived events

•  Utilize your marketing mix •  Secondary tools take on new

importance •  Campaign Tracking

•  Stagger promotions to avoid over-

saturating

Have an on demand promotional strategy

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Use “staggered” approach to promotions

Webinar A!

Webinar B!

Webinar C!

Webinar A!

•  Avoid over-promotion •  Stagger messaging •  Avoid competing with other

promotions

Let business relevance dictate your on-demand strategy & promotions

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Use results of live webinars to promote on demand

Leverage Results of: • Polls

• Surveys

• Q&A

• Speaker Comments

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Promote on demand content from live

•  Provide link to on demand portal from live webinars

•  Have speakers promote your on demand content

•  Create linkages between live content and on demand content

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Promoting on demand from live

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Syndicating Your On Demand Content

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Publish To Social Sharing Sites

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Syndication Platforms

More Targeted –

Account based –

Less Targeted –

Industry publications

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QUESTION TIME!

Mark Bornstein VP Marketing, ON24

@4markb

Hana Abaza VP Marketing, Uberflip

@hanaabaza

hub.uberflip.com

Find out how Booker decreased theircost per lead by 71% with content.

READ CASE STUDY