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 (about half of which were Eloqua users) 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.
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 web expert 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
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.