[ContentMarketingInstitute] The No-Fail Formula for Creating Awesome Webinar Content


On this subject, here is an article about preparing webinars: Once an underused content marketing tactic, webinars’ importance is growing. A more interactive content format, webinars let you connect with your audience better. They also are one of the top five types of content that can naturally attract links to your site.

But, as of now, it seems not enough B2B or B2C companies excel in webinar creation. I compiled this list of the tips and tools that will help even novice marketers create highly effective webinar content.

1. Pick a narrow topic

One major mistake made by organizers is picking a generic topic because they are so eager to share their knowledge. They end up trying to fit in everything they know in a short time.

Pick a topic or area narrow enough to address points in such a way that your audience will derive some benefit. Progress in a singular direction with that topic.

For example, instead of creating a webinar about social media marketing, Search Engine Land created a webinar on providing customer service through social media. This angle is relevant to its audience given that it educates on the broader topics of SEO, search engine marketing, and social media.

2. Decide the best format for the topic

You will have to decide which webinar format to use before you can create the content. What format will work well depends on the topic and the speaker(s).

Interview webinars

An interview with an influential expert in your industry can happen over the phone, on screen, or through a screen share. One of the most engaging webinar formats, it also presents a chance that the guest goes off script.

Provide the expert with a list of questions a couple of weeks before the webinar. Ask them to prepare the answers in advance so you can get an idea of what they will be. Review it together and discuss your needs and expectations before going live.

The Lewy Body Dementia Association had an interview about clinical trials with Dr. Daniel Kaufer. An expert in cognitive neurology and memory disorders, the doctor was the perfect guest for the webinar.

Q&A webinars

A bit like interviews, a Q&A involves questions from the audience, which tends to lead to a high engagement rate. Collect the questions before the webinar to vet them and pick the most relevant. Pre-selecting the questions also will ensure that the webinar sticks to its designated duration.

An expert from the industry or within your organization works well in these formats. It can be a great opportunity for your audience to directly address your company’s executives.

The Functional Medicine Coaching Academy provided the audience with an option to submit questions for an upcoming Q&A webinar with Sandra Scheinbaum, the CEO and founder. Asking for audience questions in advance also is an excellent tactic to ensure that people tune in for the live webinar to see if their questions will be answered.

Panel discussion webinars

Instead of interviewing one expert, you could bring together a panel of them to discuss a topic. This is a great way to provide your audience with different perspectives. Make sure the panelists are properly prepped for the format and get along with each other to help the webinar go smoothly. Often, a moderator is helpful to facilitate the discussion.

Qt hosted a panel discussion webinar in which the speakers discussed security and the Internet of Things. In addition to experts within the company, the webinar featured experts from Ubuntu and Integrity Security Services.

Presentation webinars

This type of webinar seems to be the most common across a variety of industries. It involves having someone give a PowerPoint presentation accompanied by a pre-written speech. Perhaps the reason behind the popularity is that they’re easier to create. However, they may not be as engaging as you want them to be if the presenter isn’t enthusiastic or experienced with the format.

Also, keep in mind how you want to show the presenter and the presenter’s information. In this Harvard Business Review-hosted webinar on continuous value improvement in health care, presented by Dr. Kedar S. Mate, the doctor speaks as a voiceover while the PowerPoint presentation is displayed on the screen.

 3. Create a structure

Don’t just wing the webinar. You need to clearly define the session to ensure that you head in the right direction. Even in interview and Q&A formats, where a detailed script (see below) may not be feasible, craft a road map to follow.

Any webinar should include the following elements: a compelling introduction, order of main points to be addressed, motivating close, and, in many cases, a relevant call to action. This helps the session stay on the path and avoid straying from the topic.

Look at this webinar description from TechGig. It reads like the outline, including the key points of discussion. You could do something similar and clearly lay out a plan for your audience members so they know what you’ll be discussing and at what time.

4. Write a compelling script

An engaging webinar needs to have a script that’s powerful and interesting. You can use a lot of facts and stats, but make sure the tone speaks to your target audience. It can be a challenging task to keep an audience engaged for more than 30 minutes. Tell a story that will draw the audience to the session and keep them listening.

Including examples to illustrate the script points often helps the audience better understand the information. When possible, incorporate the audience into these examples to make it even clearer how they can benefit from the webinar.

5. Improve the slides

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