Are you looking for a new way to generate content that attracts potential consumers and generates leads? According to research from the Content Marketing Institute and MarketingProfs.com, more than 62% of marketers are using webinars as a tactic to deliver B2B content marketing. The research also shows that marketers rate webinars as the third most effective tactic overall.
Here are five reasons why you should incorporate webinars into your content marketing strategy.
B2B marketers rate in-person events the most effective tactic they use when it comes to engagement, followed closely by webinars. While blogs, white papers and other types of content that are copy-heavy can be a great informative vehicle, webinars allow consumers to engage with your brand in a more personal way and present an actual experience with another human being.
Webinars and videos are ultimately the only online option that allows attendees to interact with you and your content thoroughly for an extended period of time. If you have a topic or product that is best delivered with explanation through live Q&A, a webinar is the perfect tool for you. As an added bonus, the consumer not only gets to ask you questions, but will be able to ask their peers questions and hear questions asked that they may not have thought of themselves.
In most instances, viewers tune into a webinar to become educated on a topic that could help them or their businesses overcome a current challenge or reach a goal. Your ability to provide on the spot answers to viewers' questions makes it an extremely effective source of interaction.
Hosting a webinar allows you to follow up with related resources that will keep your attendees interested and present the next steps in the buyer’s journey. For example, if you host a webinar on how to increase conversion rates, you can immediately follow up with another piece of content that helps the prospect identify the type of campaigns that would be beneficial for their company.
If done correctly, the interactive experience of a webinar can provide you with a wealth of information about attendees and will ultimately allow you to determine where they fall within the buyer’s journey. First, the topic of the webinar allows you to attract and identify potential customers who have a specific need or interest. Second, webinars allow you to track not only who attends, but who watches the recordings and for how long, allowing you to gauge their interest by how often they interact during the webinar.
Webinars offer a convenient way to consume content presented by a live person. There is no travel associated with a webinar, and the content can be enjoyed from a location of the viewer’s choice. Webinar recordings give potential buyers a glimpse into what an interaction with your company is like at their convenience, and allow them to watch the event when they please.
Not only are webinars more economical than hosting an in-person event, they also allow you to reach a wider audience due to their digital nature. While the live event is very interactive, webinars can be recorded and live on as content in video form. Videos have a much higher viewer retention and engagement rate compared to your typical blog post, and will give your audience an option that doesn't require reading copy.
Overall, webinars are a highly effective content marketing tactic that allows you to educate consumers and generate new leads. Before you pull the trigger on hosting your first webinar, make sure you determine the type of leads and audience you are trying to attract. As you should with creating any piece of content, it’s important to think strategically about how webinars can fit into your content marketing strategy and ultimately help you reach your goals.