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Content Marketing - Webinars
Once an underused tactic for content marketing, the relevance of webinars is increasing. Webinars, a more interactive format of content, allow you to better engage with your audience. They are also one of the top five content forms that can draw links to your site naturally.
Following is a well assembled this collection of tips and resources to help even inexperienced marketers develop highly productive content for webinars.
1. Choose a narrow subject
- As they are so eager to share their expertise, one major mistake made by organisers is choosing a generic subject.
- In a short amount of time, they end up struggling to blend into what they know.
- Select a subject or region narrow enough to answer points in such a way that some benefit can be gained from your audience.
- Progress with the subject in a singular direction.
2. Decide the right format for the subject matter
Before you can create the content, you'll have to decide which webinar format to use. It depends on the subject and the speaker(s) what format would fit best.
Webinars for interviews
- Over the phone, on the web, or via a screen sharing, an interview with an important expert in your industry will take place.
- It also raises a risk that the guest goes off script, one of the most interactive webinar formats.
Webinars with Q&A
- A Q&A includes questions from the viewer, which appears to lead to a high participation rate, a little like interviews.
- Collect the questions to vet them before the webinar and choose the most important ones.
- Pre-selecting the questions would also ensure that the webinar keeps to its defined length.
Webinars for panel dialogue
- You might get a group of them together to discuss a subject instead of interviewing one expert.
- This is a perfect way to give diverse viewpoints to your audience.
- To help the webinar go smoothly, make sure the panellists are well prepared for the format and get along with each other.
- Often a moderator is useful in promoting the debate.
3. Compose a framework
- Don't wing a webinar alone.
- To ensure you move in the right direction, you need to clearly identify the session.
- Even if a comprehensive script (see below) might not be feasible in interview and Q&A formats, create a road map to follow.
- The following elements should be included in every webinar: a persuasive description, the order of key points to be explored, close inspiration and in many cases, a relevant call to action.
4. Write a persuasive script
- An entertaining webinar must have a strong and interesting script.
- A lot of statistics and figures can be used, but make sure that the tone speaks to the target audience.
- Holding an audience engaged for more than 30 minutes can be a difficult activity.
- Say a storey that will attract and hold the audience listening to the session.
5. Enhance the slides
Plan the slides carefully for readability and aesthetics. Some best practises are listed here:
- Don't have so much text that your audience will be distracted by.
- Leave between points a visual space.
- Avoid the use of paragraphs; separate data into bullet points.
- To help your points, add plenty of visuals-images, graphs, charts, etc.
- Have a closing slide that includes presenters and host contact information, and a call to action thanks to your audience.