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Content Marketing
Webinars
Where Do
Fit in Your
Strategy?
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must become
BrandsPublisher
s
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Buyers had little access to information prior to purchase.
In the past…InformationScarcit
y
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66%
InformationAbundanc
eof the buying process occurs before the buyer contacts their vendor.
In the present…
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Stop BLASTING
info at the buyer
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CONTENTis the force that moves
Buyers down the funnel.
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TopFunnel
Own the
of the Marketing
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59%
of marketers use webinars in their content marketing strategy.*2013 CMI/Marketing Profs study
WebinarsTop Tactic
are a
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Webinars
Effectiveare
3r
d
Marketers rank webinarsas their 3rd most effectiveContent Marketing tactic.
*2013 CMI/Marketing Profs study
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61%
of marketers feel webinars are an effective content marketing tactic.
Webinars
Effectiveare
*2013 CMI/Marketing Profs study
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Role? Need? Geography? Industry?
TargetAudienc
eyour
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WebinarsBuying Stage
to the
Tailor
ProspectNurture
Close$
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Show Thought Leadership
Build Credibility
Qualifying Data
WebinarsBuying Stage
to the
Tailor
ProspectNurture
Close$
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Stay Top of Mind
Develop a Qualified Opportunity
WebinarsBuying Stage
to the
Tailor
ProspectNurture
Close$
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Demonstrate your product.
Share Customer Success Stories.
Ask for the Sale.
WebinarsBuying Stage
to the
Tailor
ProspectNurture
Close$
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Trainings. Cross / Up-sell. Expand and
Promote usage.
WebinarsBuying Stage
to the
Tailor
ProspectNurture
Close$
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• Individual themes.• Multiple speakers.• Tips & best practices.• Content with natural
breakpoints.• Tweetable
statements.• Panel discussions.
Easier Webinar Content to Repurpose
RepurposeConten
twebinar
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• Complex ideas.• Single speakers.• A 45-minute rant.• No clear takeaways.• Unpolished content.• Flash in a pan
content.
Harder Webinar Content to Repurpose
RepurposeConten
twebinar
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Treat webinars as a rich source of content to mine for ongoing programs.
RepurposeConten
twebinar
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RepurposeConten
twebinar
Blog Content
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RepurposeConten
twebinar
Slideshare
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eBooks Transcripts Whitepape
rs
RepurposeConten
twebinar
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