Additional content builds on the topic of the webinar. The provision of this information is especially advantageous for the follow-up to content marketing, but it can also be used for webinars with educational purposes, for example.
Relevant information regarding the provision of content around and during the webinar includes the following:
- Timing and channels for offering different types of additional content
- Content marketing and the Rule of 5
- Profile enrichment of leads and promotion of the content
Additional content can be offered at three moments: before, during and after the webinar. For all three moments, there are different channels suitable for distributing the information.
Information that is distributed before the webinar is necessary for participants to be able to participate in the webinar well prepared. This could include study materials, for example, a new legislation that will be discussed. The content can consist of appendices or links to other websites. The distribution of this information can then be done via email for example. The distribution of information that is not relevant in the preparation of the webinar is not recommended, as this can detract from the need to attend the webinar, among other things.
There is also additional content linked to the topic of the webinar that does not need to be shared beforehand. Examples include related articles, videos, links to additional information and on-demand recordings. These can be offered afterwards via email as a ‘gift’ for attending the webinar.
Offering extra content is especially valuable for content marketing purposes. The organisation profiles itself as a thought leader and a potentially long-lasting relationship with the target group is started, which can be continued through lead nurturing. With relevant and useful extra content, the target group stays in touch with the product or service and feels valued, because of the importance of the extra content. This ultimately results in higher ROI and sales.
Also watch this webinar: How to demonstrate the ROI of a marketing webinar
Organising a webinar requires a considerable investment of time. Especially the creation of quality content requires a meticulous approach and it is a shame that it is not used afterwards. Re-use the produced valuable content at least 5 times, the so called ‘Rule of 5’. Some ways to do this:
- Publish the questions and answers that were asked during the session in a blog post or article;
- Distribute the notes from the webinar;
- A (video) interview with the guest speaker;
- Write another piece of content on the same topic as the webinar;
- Recycle’ content, for example, bundle previously produced relevant articles into a white paper or e-book.
These forms of additional content provide additional and valuable information to the webinar for the participants. However, this content must be created and this requires an investment of time. Take this into account when planning the content creation for the webinar, it is efficient to start working on it at the same time.
If such a time investment is not possible, a less intensive approach can also be chosen. There are two possibilities, which ideally should be used in all cases. Offering an on-demand recording is highly recommended. This can easily be offered immediately after the live broadcast.
The use of extra content is preferably linked to personal data as much as possible. In this way, it is possible to determine exactly who is interested in which specific product and this is beneficial for the profile enrichment of leads.
Sometimes the linking of personal data is automatic, as in the webinar player or when clicking a link in an e-mail. Sometimes it is not, such as when downloading from the website or viewing PowerPoint slides on Slideshare. Make sure that a short registration form is linked to the content in these kinds of places. In some cases, linking personal data is not feasible, for example when blog posts are accessed via the internet browser.
A call2action can be used to draw attention to additional content during the webinar. By placing a check mark within the call2action, participants can easily sign up to receive an e-book or article, for example, or be registered for an upcoming webinar.
When content is offered afterwards, promoting it is beneficial, so that the content is used optimally. Promotion can be done in different ways. Cross-references can be used in blog posts,