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How we created a webinar to continually engage with over 15,000 people...
Content creation, repurposing and widening reach. Content marketing – we all know why we should be doing it, but sometimes the grind is real and time just slips away from us. And it’s hard to continually produce good quality, informative content that not only educates, but entertains, and informs.
So we want to share how we helped our client turn one webinar into six different types of original content and reached an audience of over 15,000 in just six weeks helping them to get in front of a hard-to-reach customer profile of senior business compliance decision makers.
The short answer… we repurposed the content! That is we created one piece of content and turned it into something else. In fact we turned it into lots of different types of content. But there are no shortcuts to producing quality content, think of repurposing content as sprinkling baking powder – just little sprinkles are enough to help you grow.
- It saves time. You only have to produce one piece of original content and the rest will grow from there.
2. You get to amplify the reach, using different formats. And as we know, people like to consume content in different formats at different times on different devices.
We also know that online media consumption is becoming increasingly segmented, and our audiences expect different content experiences based on personal tastes and how they came across the content in the first place.
Since Covid, the time that people are spending online has exploded. Google searches have almost doubled since the onset of the pandemic. Numbers rose from 3.6 billion searches per day to a whopping six billion searches per day!
Video content has continued to surge too, with 87% of U.S. and 80% of UK users consuming greater amounts of video-based content. This includes broadcast TV, YouTube videos, livestreams, and podcasts.
The table below looks at the % of respondents who are currently consuming more of the following media types, and plan to continue doing so after the Covid outbreak. Therefore, clients are spending more time online, consuming content and in increasingly different formats to suit their requirements.
So, taking all of the above into consideration, our number one tip when looking at a content campaign is to start with a webinar.
THE POWER OF WEBINARS
Webinars are a fantastic starting point when you are looking to produce loads of re-usable, sharable and informative content.
We will share details on a campaign we ran recently for our client.
Our client, a leading Regtech platform in the UK, wanted to engage with a senior compliance banking audience and demonstrate their deep understanding of the issues and challenges facing their clients today and of course, gently highlight the capabilities of their solutions.
So, what did we do…
HOW TO BUILD A SUCCESSFUL WEBINAR – THE SIX KEY STEPS...
- We started with a webinar…
We began by brainstorming topics and areas of interest that were central to the interests of their clients and crossed those with areas of genuine expertise for our client. For brand building webinars, the most important thing to remember is that the content needs to be audience centric, and the overarching objective is to inform and entertain.
Once we had the outline of a topic that we knew was front and centre in the minds of our client’s customers, we assembled an expert panel of speakers with different views, experiences, and approaches to the topic. By having a diversity of opinion, we’d have lots of healthy discussion and meaty things to explore during the webinar and beyond.
We ran the webinar live to a hand-selected audience of over 40 potential customers/ prospects and engaged the audience throughout by asking questions through polling and a Q&A. This gave us a high engagement rate and watch to end rate but most importantly from a content creation point of view, it gave us other avenues to explore for further content.
2. …which we recorded
We recorded the webinar and edited it so that it was available to view on demand. We promoted this option to a wider audience via email and social media.
3. Bite sized…
We then cut the audio and video into snackable content formats…Taking into consideration the fact that our client’s audience are consuming content in a variety of formats and the rise of snackable content. That is content bites in small pieces. We then repurposed the webinar to create six audio files / video soundbites that focused on some of the most important and quotable parts of the discussion. We were then able to discover which soundbites were most popular with our audience and this gave us another content direction and opportunity for more content repurposing.
4. What about a long- form blog piece?
During the webinar discussion, one of the standout debates was around how SMEs in particular struggle with differing onboarding requirements and processes so for a long form piece, we dug into that point in a bit more detail than we had time to discuss on the webinar
5. Then some visually creative infographics…
We then took some of the key factors facing the banking sector post Covid, post Brexit and turned that into a creative and visual infographic.
6. Don’t forget about social media! And email marketing!
We were able to turn all of the above into multiple social media posts across LinkedIn and twitter.
THE RESULTS
So after all that content creation, how did it go… Well, we created just one webinar and from that, six additional formats, over ten pieces of individual content and over fifty social media posts. The webinar landing page had 5400 + unique views and 95% of the attendees stayed to watch the entire webinar.
The video soundbites performed really well, and the view rate of the Compliance video was 85%. For context, the typical B2B average is 28%. The six sound bites were watched over 5,500 times.
So there you have it, content repurposing is a great way to extend the life of a content campaign, and amplify the reach to a wider audience through a variety of channels and formats. We always believe when creating any sort of content campaign; look for ways to repurpose, build and multiply the elements. So, the sum is greater than the parts.
There are many other formats that we use frequently including podcasts, whitepapers, blogs, surveys. Think creatively about your audience and how best to reach them in their preferred location.
For more information or to help you connect with your customers...
If you want further information on any of the points (content creation and getting in front of your customers) within this post – we are happy to chat with you at hello@lemonquarters.com
We help our clients have conversation with the people that matter to them the most.
