where do webinars fit in your content marketing strategy?

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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