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Maximizing the Impact ofWebinars as a Lead Gen Channel

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Sarah SkerikVP Content MarketingPR Newswire http://blog.prnewswire.com @sarahskerikLinkedin.com/in/sarahskerik

Bo BandyMarketing Communications ManagerReadyTalkReadyTalk.com/blog@bo_knows_Linkedin.com/in/bobandy

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The building blocks of discovery

A AudienceI Interests D Distribution

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Audience: ID & Cultivation

• Social media is an amplification engine

– Community provides context.

– Community provides interest.

– Community provides credibility.

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The Audience Effect:

Find the people who care & interact with them.

In less than 24 hours 4 Tweets generated: • 100+ social shares of a

blog post promoting a webinar

• 23 click-throughs to the registration page

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Interest: Identify the keys to audience interest

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Need some help finding your keys?

• Sales & customer service teams

• Search terms• Search results• Popular content on

your web site or blog

• Social networks

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Distribution: Seed discovery

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A real-life example:

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A Webinar is a Vehicle that Delivers AND Creates Content

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Webinars as Content

59%of marketers are using webinars in B2B content marketing strategy

Webinars are the #3 tactic for content marketing

61% of B2B marketers call it an effective tool for content marketing

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Crowdsource Content During the Webinar

Let your webinar audience generate content ideas:•Chat and Q&A•Polls•Twitter stream

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19 Pieces of Content from a Webinar

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Double Your ContentRecordings give you 2X the content. Edit a short 2-minute segment and share it:•Email•Press release•Blog post•Social media•YouTube•Embed in a web page•Podcast it

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The Benefit of Webinar PromotionEasy-to-use and cost-effective, iReach offers several benefits:•Broader (but targeted!) promotion•Automatically promote your webinar on PRNewswire.com and make it findable by search & news engines•Ability to target the most relevant audiences when PR Newswire tags your releases for the right industries, subjects and geographies•Increase your website visibility•Drive more visitors to your site by including back links in your release•Your press release is hosted forever with PR Newswire, which includes a search-friendly permalink URL

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Questions?