These include: Providing relevant and educational information that’s of interest to your target audiences. Establishing your firm’s expertise and building your reputation within the marketplace. While there are many elements to a content marketing strategy – blogging, video marketing, social media, email – webinars can be a big time commitment, both for your firm and for audiences. Webinars offer an informative and engaging experience for prospects. Typically, your website visitors read content or watch videos on their own, but attending a webinar enhances the level of engagement between your firm and potential buyers. You want prospective buyers to view your firm as a leading authority in your industry. Online presentations and Q&A sessions provide an opportunity for potential buyers to connect with your firm regardless of their location. By paying close attention to the questions or themes that come up during your webinars, you can gain valuable information to drive your content strategy forward. Your B2B content marketing strategy needs diversity to keep prospects engaged through each stage of the sales funnel. The mutual benefits for your prospects and your firm make webinars an effective addition to your content strategy.
At its core, there are a handful of goals that your firm’s content should achieve. These include:
- Providing relevant and educational information that’s of interest to your target audiences.
- Addressing the biggest concerns and problems that your prospects are faced with.
- Establishing your firm’s expertise and building your reputation within the marketplace.
- Increasing your visibility online.
Webinars can accomplish all of these.
While there are many elements to a content marketing strategy – blogging, video marketing, social media, email – webinars can be a big time commitment, both for your firm and for audiences.
The longer time commitment, though, can also mean that webinar attendees are already more interested in what you have to say, and value it. They want to educate themselves. And we know from research that educating buyers is one of the top techniques that ultimately close more business.
Webinars offer an informative and engaging experience for prospects. By using the research you’ve conducted about your target audience, you can tailor webinar content to speak directly to their needs. However, webinars aren’t just for your clients and prospects’ benefit—they can make a big difference for your firm, as well.
5 Reasons to Add Webinars to Your B2B Content Marketing Strategy
1. A deeper level of engagement. Webinars are middle of the funnel content. They’re educational and relevant just like many other content formats, but also require contact information to register and therefore tend to be for warmer prospects.
COMMENTS