Kickstart Your 2023 Content Strategy

Kate Jacobsen
Manager, Marketing Programs
,
BrightTALK
November 14, 2022

Too often, marketing teams find themselves asking, “Do I have enough content?” when the real question should be, “Do I have the right content?”  An omnichannel approach to content increases your chances of creating deep, valuable connections with your audience. As no two buyers are identical, we can increase our chances of driving engagement and conversions by appealing to different needs and learning modalities.

As we begin planning for 2023, we've gathered insights from BrightTALK’s 2022 Professional Engagement Survey to help you build a strong and scalable content plan. Read on for recommendations.

Create a Strong Foundation of Webinars & Videos

When asked about their content consumption habits, 76% of buyers watch webinars one or more times a week, and 78% prefer digital learning to in-person. 81% of buyers spend more than two hours a week on industry-specific learning and research, and 57% of buyers view webinars or videos frequently when evaluating a prospective product or service. It’s clear that video content remains in high demand with buyers, so webinars should be a core component of your content plan moving forward.

CONSIDERATIONS: Episodic content, sequential content created as part of a series, helps you build credibility and familiarity with your audience and position your business as a market leader. An episodic approach to webinars and videos builds community organically around a challenge you are trying to solve for customers while also driving re-engagement.

A webinar series, a collection of live or on-demand episodes focused on a specific topic for a distinct audience, should be created and delivered with a cadence that develops the learning of your audience and accounts. By engaging new people over time, marketers can identify and develop active buyers to pave the way to future opportunities.

Start by generating one webinar series based on topics central to your ideal buyer's needs, and then continue to use new series to dig into core topics, launch products, or explore new areas for growth. As more and more episodes become available in your asset library, on-demand promotions will continue to magnify your efforts and connect your content with your potential prospects and customers.

Layer on Virtual Events

72% of professionals expect to attend six or more virtual events in the coming year or at least one every-other-month. These folks cited the convenience of learning from home, the flexibility to learn at their own pace, and accessibility to global subject matter experts as their top three reasons for choosing digital – all foundational benefits of video-based content in general.

CONSIDERATIONS: Now that the virtual event landscape is so saturated, it's an audience's market, meaning they get to be choosy about what they attend and where they spend their time. No longer is it the virtual events that get there first that succeed; in 2023, it will be the thoughtful, well-planned, and well-executed events that find success.

Virtual events, whether single events, flagship conferences, or ongoing event series, are a complementary approach to your webinar program. As you build relationships with your prospects with an effective webinar series, events help you to capture a wider audience and dive deeper into specific topics. The events that are going to win in 2023 will make it as easy as possible for buyers to watch content, interact live and on-demand, and network with their peers. 

Create Derivative Assets to Maximize Your Best Ideas

Effective video content requires thoughtful planning and deep thinking from the start. You can amplify the effort your team has put into a video or webinar, by repurposing the topic into other formats. Your webinar, video, and virtual event content can easily be broken down into different assets like eBooks, blogs, or social media posts to help your best ideas go further and help lighten the content production load on your team’s shoulders as you scale.

CONSIDERATIONS: Versioning, creating derivative assets from your existing content, is the easiest way to get a greater return from the resources you invest in producing your original content. If you find yourself wondering how to take a piece of content and stretch its returns as far as possible, here are three approaches you can use to start developing those ideas into derivative assets:

  • Direct translation: Evolve the original asset into a different format. You may include new information, but the topic, story arc, and intended audience remain the same.
    Example: Turning your popular webinar series into an eBook.
  • Expansion: Pull one idea from a parent asset and build or expand upon it to share additional thinking.
    Example: Breaking out key insights from your flagship event into a series of blog posts.
  • New Perspective: Transform the content topic from a parent asset and apply it to a new persona type and use case. This approach requires the most effort and change.
    Example: Taking a webinar created for a senior audience and using the same topic to create an eBook for practitioners.

An omnichannel approach to content increases your chances of creating valuable connections with your audience. For more insights and recommendations to build a strong content plan, watch Using Audience Insights to Drive Value at Scale, a session from BrightTALK’s flagship event, Reach: Intent. Content. Demand.

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