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Learn where webinars should fit in your content marketing strategy from placing it in your buying cycle to reusing and re-purposing webinar content.
Citation preview
Content Marketing
Webinars
Where Do
Fit in Your
Strategy?
must become
BrandsPublisher
s
Buyers had little access to information prior to purchase.
In the past…InformationScarcit
y
66%
InformationAbundanc
eof the buying process occurs before the buyer contacts their vendor.
In the present…
Stop BLASTING
info at the buyer
CONTENTis the force that moves
Buyers down the funnel.
TopFunnel
Own the
of the Marketing
59%
of marketers use webinars in their content marketing strategy.*2013 CMI/Marketing Profs study
WebinarsTop Tactic
are a
Webinars
Effectiveare
3r
d
Marketers rank webinarsas their 3rd most effectiveContent Marketing tactic.
*2013 CMI/Marketing Profs study
61%
of marketers feel webinars are an effective content marketing tactic.
Webinars
Effectiveare
*2013 CMI/Marketing Profs study
Role? Need? Geography? Industry?
TargetAudienc
eyour
WebinarsBuying Stage
to the
Tailor
ProspectNurture
Close$
Show Thought Leadership
Build Credibility
Qualifying Data
WebinarsBuying Stage
to the
Tailor
ProspectNurture
Close$
Stay Top of Mind
Develop a Qualified Opportunity
WebinarsBuying Stage
to the
Tailor
ProspectNurture
Close$
Demonstrate your product.
Share Customer Success Stories.
Ask for the Sale.
WebinarsBuying Stage
to the
Tailor
ProspectNurture
Close$
Trainings. Cross / Up-sell. Expand and
Promote usage.
WebinarsBuying Stage
to the
Tailor
ProspectNurture
Close$
• Individual themes.• Multiple speakers.• Tips & best practices.• Content with natural
breakpoints.• Tweetable
statements.• Panel discussions.
Easier Webinar Content to Repurpose
RepurposeConten
twebinar
• Complex ideas.• Single speakers.• A 45-minute rant.• No clear takeaways.• Unpolished content.• Flash in a pan
content.
Harder Webinar Content to Repurpose
RepurposeConten
twebinar
Treat webinars as a rich source of content to mine for ongoing programs.
RepurposeConten
twebinar
RepurposeConten
twebinar
Blog Content
RepurposeConten
twebinar
Slideshare
eBooks Transcripts Whitepape
rs
RepurposeConten
twebinar
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