All of the benefits of webinars can be yours, but only if you learn how to properly integrate webinars into your content marketing strategies. The question is “How do I organize webinars so that they are the part of my overall marketing strategy?”
To achieve this goal, you first need to analyze your blog and decide which topics can be built upon in more detail for your webinar. Once you’ve completed this crucial first step, you must then draft a list of talking points to be discussed in your webinar. Finally, you need to utilize various social media platforms and your own blog to promote your webinars.
Step 1 — Analyze Your Blog and Decide on Topics
Every marketing manager, content manager, entrepreneur, and even janitor knows that each company should keep a blog. While the focus of this article is webinars, we want to take a second to remind you that every company should keep a blog.
With a blog, companies can:
- Provide with useful information
- Talk about & promote their product/service
Webinars allow you to achieve the same operational goals as a blog, but as a more interactive solution for reaching your target audience or demographic. Before you choose the topics for a webinar, you should analyze your blog for ideas that can be expanded on.
- What are the most popular topics? Which organic keywords on your blog have the highest volume? Use SEO tools, such as Ahrefs, SEMrush to calculate and analyze this data.
- Which topics does your audience find the most useful? Usually, you can identify them by the highest engagement rates. This includes likes or/and shares on social media, comments, and the amount of time a person spends on a certain webpage.
- Which topics are the most relevant to your business? In other words, which content has the highest conversion rates? You can use Google Analytics to calculate this.
While it may seem that choosing topics with the highest conversion rate is the best option, the fact is that it is not. In reality, you should consider all types of topics mentioned — the most popular, the most helpful, and the most relevant.
The reason for this is that you won’t attract a wide audience if you don’t add a variety of topics. Therefore, when you choose the topics, it is better to consider long-term goals rather than short-term profit gains.
It is never a good idea to repeat the topics you’ve covered before verbatim. You should focus on the trends within a topic you have covered so that you can create ideas that coincide with them.
Step 2 — Don’t Repeat Yourself — Be Better!
After you’ve made hefty investments in your website content, it’s very hard to admit that some of your blog posts are outdated. Nothing seems simpler than just paraphrasing your existing articles and talking about them on webinars. The problem with this is that customers can feel disappointed or cheated because they were expecting the information they haven’t already seen or read from your website.
We recommend using webinars as an opportunity to say something that you haven’t said already. To get an idea of how to provide additional information on topics you’ve already discussed, you should analyze client feedback in the following ways:
- Read comments
- Get a heat map (the tool Hotjar can help) to understand which parts of the text might need further explanation
- Use “Phrase match” and “Questions” features in “Keywords Explorer” in Ahrefs.
Looking at this information makes it easier to develop a plan for what to discuss during your webinar.
Step 3 — Promote Your Blog via Webinars and Webinars via Blog (and don’t forget about social media!)
Remember the point outlined above about not repeating yourself? The example below gives you a better understanding of how not doing this gives you the opportunity to drive your audience to different channels of informational resources.
If one is selling a software for content marketers, they try to fill their blog with useful information that a content marketer might need. For example, they could create a blog post discussing “10 Tactics for Lead Generation.” After reading the article, a content marketer might think “Okay, those are really good tactics. But which one is the best choice for my business?”
This is the exact type of question that could be best answered in a webinar. Doing so gives you the opportunity to reference talking points in your webinar to the information in your blog post. Additionally, it gives you an opportunity to create a link to your webinar in your blog post. This way, readers of your blog post know that if they have questions on a particular idea presented in the blog, they can join the webinar to get more detailed information to assist in their decision-making process.
Writing content for webinars, blogs, social media is a lot of work, but the result end is worth the effort. If your company is short-handed at the moment, consider applying to writing services to complete the content for you.
A couple of words about social media
When you organize webinars, you should create an event on Facebook and publish useful information for attendees. For example, you can publish a few articles (from your website of course!) that are related to the topic (or topics) that will be discussed in your webinar. That way, the audience can prepare themselves with questions about new ideas and information that will be presented to them during your webinar.
The biggest mistake to avoid after a webinar is to not communicate with attendees afterwards. Apart from sending follow-up letters, you should also create new content on your website (and social media platforms) according to the feedback, comments, and other audience insights you receive from those who attended.
Using webinars is a great way to attract and retain clients by adding value to your brand, which is why it is so important to incorporate them into your marketing strategies.
When organizing the details of a webinar, it is important to establish clear and attainable goals for you and your team. Doing so will allow you to meet and exceed the expectations you have for your webinar.
Don’t forget to connect your webinars to any and all platforms and channels you utilize. This will help to enhance their overall marketing effects such as boosting website traffic, strengthening audience engagement, and increasing conversion rates.
Guest Author Bio
Stacey Wonder is a content marketer who at the time works for EssayTigers – writing service. She possesses more than five years of experience in content marketing and management. Stacey also likes blogging when not too busy with her main project.