Marketing content is still relevant. Neil Patel puts it this way, “Content marketing continues to flourish for one very simple reason: it’s what the people want. They don’t want intrusive banners, ads, and popups.” The numbers also tell the story that content is still king: Compared to other tactics, content marketing costs 62% less but can generate triple the leads.
It can be challenging for marketing teams to continually produce smart, engaging content for their target audiences. One of the best content tools, these days, are webinars. Video content remains the hottest tool to reach your target audience in 2021. But a webinar can be repurposed in all kinds of ways to engage potential customers repeatedly, giving you more bang for your marketing buck. If you need help with webinar marketing, this blog will show you how to drive conversions by using this video content in a variety of creative, engaging ways.
Webinar Marketing Best Practices
A webinar is just the first step. From a content marketing perspective, a recorded webinar event is the gift that keeps on giving. A one-hour video event can be sliced and diced through the magic of webinar marketing into several pieces of valuable content. Some examples of these webinar marketing best practices include:
· Transcribing the webinar for SEO
· Turning the webinar into articles
· Converting the webinar into a full-length video
· Using snippets of the video for webinar marketing
· Creating Q&As
· Building an infographic
· Using the content for a speech submission at a trade show
Transcribing the Webinar for SEO
Unfortunately, your webinar doesn’t do much for your search engine optimization (SEO). That’s because the search engine crawlers can’t pick up on all that rich content unless it’s written down. To put it another way, the algorithms that Google and other search engines use can’t parse audio files. However, you can help with this webinar marketing initiative by simply having the webinar transcribed. Then, you can cull snippets from the webinar and place them on your website or in a blog post, or any other type of content that you need, allowing the search engine crawlers to “see” the content.
Turning the Webinar into Articles
Webinar marketing just naturally lends itself to blogs on your website, especially after it’s transcribed. Your marketing teams may struggle to post as frequently as they should on your blogs, so a webinar naturally gives them lots of rich content to work with. Ask any marketer worth their salt and they’ll tell you that one webinar marketing best practice is to use a recorded webinar and turn it into written content. It also works well if you’re publishing on LinkedIn, Medium, or anywhere else your audience will read it. Get creative: Have your webinar presenter write a guest blog or create an interview style format for a blog by using the webinar content.
Converting the Webinar into a Full-Length Video
You have several options with what to do with the recorded video from the webinar. You could use it as an on-demand educational tool for a free or pay-to-play experience. Alternatively, you could turn it into a full-length video and put it on your website. All you really have to do is add a title card at the beginning and a closer at the end. You can also put the content behind a registration wall, so you can capture emails and follow up later.
But don’t stop there. Make sure you’re regularly promoting the video on social media to share it with other audiences.
Using Snippets of the Video for Webinar Marketing
It’s tough to sit through an hour-long video without planning ahead, but you can take small sections of the webinar and break it into shorter sections. These are great for social media posts. Alternatively, you can add them to various web pages on your site. This content can be used to build traffic on YouTube or be sent out in an email campaign to potential customers.
Most webinars have a question-and-answer session at the end. That data can be used to create website Q&A or FAQ pages that are very attractive for SEO.
Building an Infographic
Visual content is always more enticing to viewers. Did you know…
· People remember 10% of what they hear.
· People remember 65% of what they see.
That’s exactly why most companies use infographics and find them effective at engaging their audiences. An infographic is a type of visual content that uses graphics to illustrate a point. You can use information and quotes from your webinar to create an eye-catching, colorful infographic, guaranteed to get the attention of your audience. It’s just another way to stretch your webinar content into something you can use later on.
Using the Content for a Speech Submission at a Trade Show
Last but not least, if you attend trade shows, you can use the webinar at your booth, playing it in a loop to attract more people. The webinar can also come in handy if the speaker is interested in presenting a breakout or keynote at the trade show. Not only could the webinar show the effectiveness of the presenter to the committee booking the speech, you have a ready-made topic already in the hopper that you can use repeatedly in other venues.
The Popularity of Video Content and Your Next Webinar
Video remains the number one tool for marketers today to reach audiences and engage them. Some of the statistics we know include:
· Viewers see more than two billion Twitter videos each day.
· This year, 82% of all internet traffic will be the consumption of video.
· Social videos generate 1,200% more shares than images and text combined.
Meets by Business Pro is the vehicle for your next webinar marketing initiative. We offer our clients a feature-rich webinar hosting platform along with our video conferencing service. You can conduct online training, product demonstrations, or other events, record them, and share with your customers in all kinds of ways to benefit your organization. Meets by Business Pro is a 100% browser-based, encrypted and secure video conferencing tool, so no frustrating, risky downloads to slow your customers down.
We are standing by to help you maximize your webinar content. Call on us to find out how we can help your business.