Marketing Pros on How to Create Engaging Webinars That Boost Your Brand Authority

In a sea of short-form content, webinars are a breath of fresh air to content marketers like me who want the opportunity to create stronger relationships with prospects and existing customers. In fact, learning how to create a webinar and take advantage of long-form and engaging content formats has become a crucial part of my marketing strategy.

While webinars may have had their breakthrough moment during the pandemic, I believe they still have much to offer. When done well, they’re an effective way to keep your brand top-of-mind and sift through your funnel to find the most engaged and interested leads.

Let’s dive into why and how you can use webinars to your advantage.

Table of Contents

Are webinars dead?
Why create and host webinars?
How to Create a Webinar
How to Host a Webinar
Webinar Examples
Tips to Improve Your Webinar Strategy
Webinar Statistics
Webinar FAQs

Are webinars dead?

In short, no. With 76% of employees working from home at least some of the time, webinars remain a crucial element of many marketing and sales strategies. However, I would say that webinars don’t exactly look the way they did before.

When I think of traditional webinars, I envision a single-speaker presentation about some technology product. While those are definitely still around, I’ve seen a growth in webinar usage especially in the finance and education sectors as well as more B2C events pop up.

Rather than slowly disappearing now that we’re a few years out from the pandemic, webinars have proven they’re here to stay. And, as audiences have become more familiar with virtual events, marketers can get more creative about integrating webinars into their marketing-to-sales pipeline.

Why create and host webinars?

In my experience, webinars are an excellent way to build relationships with existing and potential customers while improving brand awareness and reputation.

Because webinars are long-form content, they’re optimal for establishing authority on topics related to your products and interacting with your audience in real time.

That’s why webinars are still thriving, and the data backs it up. When we asked marketers about their primary goal for using webinars in their content strategy, the top reasons they provided were:

Brand awareness (46%).
Lead generation (42%).
Educational content delivery (32%).
Product demonstrations (29%).

As you can see, webinars are a valuable tool at all stages of the sales pipeline and customer journey. It’s all a matter of figuring out what information matters most in each step and using your webinar to create value for viewers — let’s explore how to do that below.

1. Brainstorm webinar ideas.

The first thing I do when creating a webinar is brainstorm ideas so I can decide on a topic. My goal is to select a topic that’s specific to my audience and answer questions they have about the industry or our product.

Source:: HubSpot Blog