How to produce high-quality content to maximise webinar success

Webinars have become a must-have marketing method for exciting businesses, but they can only maximise webinar success if the content is of the highest quality.

According to MarketWatch, the global webinar market is estimated to reach 800 million by 2023, up 253 million from 2015, while 85% of marketers, who use webinars as a marketing tool, say that webinars are crucial for their marketing efforts. 

Webinars are becoming more critical to B2B and B2C businesses year after year, helping companies avoid falling behind the competition, generate advocacy communities and build positive rapport among potential partners, customers, investors, and media outreach. 

A critical aspect of a successful webinar includes attracting the right audience to gain attendance and interest for your event. To learn more about this part of perfecting a webinar, click here and read our latest blog.

However, to use webinars to interact directly with new and loyal audiences, establish trust with an audience, gain new leads, and create a community of advocacy, the content must be high quality.

Engaged webinars provide businesses with a platform to tell compelling stories about their brand, used to bring more customers, investors, media, and advocates on board when executed correctly. 

Consider which topic best suits your brand, focusing on what is top of mind for your audience and what your business is an authoritative source in. For example, this could be simply talking about the problem your product/service solves or a recent key event surrounding your industry.

How you format your webinar should be used to bring the best out of your topic for the audience. If you want to educate your audience on your product, having one speaker with presentation slides may be best. However, a fireside chat-style webinar with multiple panellists might be more suited if you want to discuss a recent event.

Put the audience at the centre of your webinar. From the moment your event starts, the audience will be thinking, 'What's in it for me?'; answering this question should be at the centre of your narrative.

An excellent way to do this is by inviting customers, investors, and partners to appear on your webinars, as they can explain why they chose to be involved with your business, which will most likely align with the audience's perspective.

Another way is by basing webinar topics on answering your audience's problems or needs while explaining how your product/service can be the answer. 

New York broker-dealer Rialto Markets base its webinars on providing start-ups and exciting private companies with information on how to better raise capital. The perfect narrative considering Rialto Markets' service is providing a private company with the platform and infrastructure to raise capital via equity crowdfunding.

Continually encourage questions and engagement whilst running surveys and polls throughout events, ensuring you are catering to your audience while answering their problems and needs.

Sales platform ON24 claims 81% of marketers use Q&A as an engagement tool during webinars, while 69% provide resources for download, and when asked what they'd most like to see in their webinars, consumers reported that they would most like (22%) to see a host or presenter that takes questions from the audience according to HubSpot.

To learn more about how World Digital Foundation can help you maximise webinar success, visit our webinar and events page here.