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October 25, 2022

How to Create Quality Content for Your Webinars

Creating quality webinar content is a multi-step process — so we've done the leg work and put together some helpful tips and tricks to get you started.

To produce great webinar content, you need to understand what your audience is trying to achieve and what they need from you to help them get there. Once you have this understanding, you can create content that meets their needs and helps them reach their goals while also achieving your objectives.

It’s our responsibility as marketers to help our customers solve the problem they had when they entrusted us with their email addresses. Here are some helpful tips for doing just that.

Choosing tip-top webinar topics

Don’t overthink it.

Check your content marketing strategy: Analyse the content you are creating to determine whether it’s interesting and engaging for your target audience. If it is, then great! Keep doing what you're doing. But if it's not, it’s time to rethink your strategy.

Alignment across channels is incredibly important — and can help you to measure the success of your strategy. Giving your audience multiple touchpoints at which they can engage with your brand will help to foster credibility.

“More than half (53%) of marketers say webinars are the top-of-the-funnel format that generates the most high-quality leads.” (Demand Gen Report, 2021)

Hosting a webinar should not be a solitary endeavour — the content that precedes your big event should set you up as a thought leader in your chosen topic. But first, to choose the topic, ask:

Which posts have performed well in the past?

This is the content that gets the most engagement from your audience. It could be a blog, an infographic, a video, or other content you want to share with your audience repeatedly. We’re big on repurposing content across channels, in fact, we’ve written about it at length before.

What does my audience want to see?

Don’t be shy — there’s no need to speculate. If you want to know what topics your audience would like you to cover in your webinars, you can ask them by tweeting or posting a LinkedIn poll. If you’ve not yet got the followers to do so, ask prospective clients and contacts directly.

Will this be relevant?

If you’re not adding value — what’s the point? Creating content for the sake of it is inefficient and tiresome, so don’t do it. Everything you do should have a purpose, be it SEO, informativity, or brand building.

Additionally, having multiple topics for your webinar will give you more flexibility and allow you to better cater to your audience's needs.

Is this easy to digest?

When creating your online webinar topics, break each one down into smaller, more manageable pieces. This will help ensure that your webinar doesn't feel overloaded or overwhelming for your audience.

Build an intriguing narrative

Your emotional connection with audiences and ability to deliver a valuable and authentic webinar depends on how well your story resonates with them emotionally.

When determining what format to use for your webinar, it's important to consider your audience, goals, and topics. You want to ensure that you're using a format that will be engaging and effective for your particular situation.

Different topics are better suited for different types of Events. Utilise the Stage for webinars and talks — with screen sharing for teaching new skills, and panel-based for discussions and guest speakers.

Tables and Rooms are great for collaboration and conversation — so tacking on a breakout room can be a fantastic way to keep the discourse flowing.

Though the topic will determine which format is better suited, you needn't limit yourself to one thing over the other. You can bring up presenters on the fly to spice things up, and create Rooms in an instant for guests to gather in.

"Right" in this context means choosing the format that will work best for the story being told and will be most successful for the people involved.

Stay on your toes, and read the room as best you can — being flexible with your schedule and adapting to the circumstance is a key element in all Event Management.

Utilise video content

Video is an excellent way to add production value to your webinars. It builds rapport with your audience on a more personal level and allows your brand identity to shine through. Additionally, video can add energy and excitement to your presentation.

“66% of people said they’d prefer to watch a short video to learn about a product or service. 18% would rather read a text-based article, website, or post.” — Elite Content Marketer

Video content can be pre-recorded, so you don’t need to stress over schedules or technical issues — bake them into your webinar to add pizzazz. Live speakers are, of course, always preferred, but that just isn’t always possible, and sometimes there’s simply too much to cover. Pre-recording some of the content allows you to:

Bag yourself a cracking guest: An interview allows you to get more information from a speaker on a specific topic that you otherwise might not have time to deep dive into. This is a way to expand the presenter format without coordinating an entire live panel and allows you to reflect on and enrich the content at hand.

Splice together video clips: Adding a video to each part of your webinar story will help to engage your audience, and build that all-important narrative. Videos are more likely to elicit an emotional response than static slides, especially for audiences at the top of the funnel.

Good content starts in the conceptualisation stage — it's important to fine-tune each detail to capture audiences emotionally and intellectually. Learn more about creating captivating online webinars on Tevent! We remove barriers to remote learning with tools that empower clients to reap the benefits of ROI, inclusion, and sustainability. Try it free today.

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