How many times a day does your marketing team discuss content? Whether you’re creating new content, or repurposing content that you already have, here are some key steps you can take to start increasing engagement and developing new leads.
Before sending out surveys to prospects and existing customers, work with the interactive content you already have. This may include ebooks, blogs, videos, webinars, virtual events and even social media posts. Analyze the topics that received the most attention in terms of downloads, comments, views and shares. Better yet, look at the individual questions and comments that were left by users on each piece of content - do any of these inspire a new webinar series or ebook subject?
A key part of planning your series content begins with analyzing the ebooks, webinars, and blogs you’ve released in the past. Is there an area that can be broken down into multiple parts, or continued on as a series from that first piece of content?
If your organization isn’t already utilizing webinars, now is a great time to start! 86% of professionals dedicate at least 2 hours a week to industry-specific learning and growth, with video based content as the preferred format for engagement (see BrightTALK’s Benchmarks report to learn more). Webinars make a great series-based piece of digital content based on the needs of viewers in 2021.
"From 2020 to 2021 we’ve seen a 95% increase in content creation. We know that professionals are continuing to turn to webinar, video and virtual event content, and marketers are churning out these pieces of content in order to really connect with their audience authentically.” - Olivia Dassler / The Ultimate Webinar Workflow: Plan. Execute. Measure. Scale.
Consider that viewers love content that is somewhat familiar, and try to brand each part of your series with a similar appearance so that it’s easy to group together. This may include using a similar color palette or background design in your thumbnails to create a consistent theme. It’s generally important to include a main title of your series in the thumbnail, as well as an additional title that hints at the individual episode. It is typically not recommended to include dates on your thumbnails, to ensure that your content is still seen as relevant by future audiences.
Don’t forget to space out webinars accordingly! Webinars don’t need to air back to back or even within the same week - the goal is to keep an ongoing engagement over time. It’s important to record your webinars and make them available on-demand, but especially when planning a series of webinars. This way, users can go back and view previously aired webinars if they watch a later episode in the series first.
Create a webinar schedule with your team to determine what is feasible based on any current tasks and goals. Remember to keep in mind the overlapping current events such as holidays or vacation that may interfere with future webinar premiere dates. Giving your team extra time between webinars within a series also enables you to reflect on how the previous webinar went, and what can be improved on for the next webinar in the series. Avoid sharing the dates ahead of time so your audience can focus on registering and attending one at a time. Allow for enough time to promote your upcoming webinar through your website, email, social media, and digital advertising outlets. Take advantage of your prospect data and re-target the viewers who attended a webinar to tune in for the next one in the series. Explore our Build a Better Webinar ebook for more solutions to common pain points marketers face when establishing and optimizing a webinar program.
Ungated content can be found on social media, YouTube videos, and website assets that can be accessed without a login such as blogs or landing pages. On the other hand, gated content is often included in emails, webinars, ebooks, demos, etc. and typically requires an email, name, and other prospect data to access it.
Utilizing gated and ungated content requires a balance between bringing in new prospects, while not giving too much away without gathering important information. Here are some important aspects to consider when using gated content:
Hosting your webinars on BrightTALK uses a simple, intuitive login form to easily collect prospect info that syncs directly with your CRM. Your webinar is automatically promoted to the 12 million+ professionals who join 100,000 free talks on BrightTALK. With this platform, generate high-quality intent leads as soon as someone directly engages with your content. See how it works for yourself – Request a demo with BrightTALK today.