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Masterminding the webinar experience

Unfortunately, many marketers think creating great webinar content is enough. They think that pretty slides, dynamic speakers, and insightful content are the keys to a consumer’s heart. Sure, those things are certainly important. But what separates the great content marketers – who set the benchmarks – from everyone else isn’t only great content. It’s the ability to optimize the webinar marketing process to create a truly seamless experience for the audience. And most of that work has nothing to do with the actual webinar.

Remember, webinars are unlike any other digital marketing technique for a basic reason that I call “The Webinar Lifecycle.” While blog posts and infographics are static, webinars are alive and in motion. At some point, a webinar can be upcoming, live, or recorded. Each ‘state’ of the lifecycle requires its own set of marketing collateral, promotion, and processes. Making sure registrants turn into attendants is no easy endeavor. Neither is distributing the webinar recording immediately after it’s live. But seamlessly transitioning through the webinar lifecycle is just as, if not more, important than creating great content.

So how do the best marketers do it? I’ll give you an example. In February, HubSpot rolled out its Marketing Library “as a result of direct feedback” from their customers who loved HubSpot’s educational content but were frustrated with the process of accessing it.

HubSpot’s marketing library comes with an assortment of features, such as the ability for leads and customers to access more than one piece of content without having to repetitively submit their contact information. When it comes to webinar lifecycle optimization, fewer obstacles equates to higher user engagement. There are many other techniques that the best content marketers use – just take a look at the infographic below:

But incorporating some of the features outlined is easier said than done especially if it’s not your company’s core capability. Like most marketers I meet, your webinar lifecycle management time is probably mostly spent putting out fires before an upcoming webinar and going nuts trying to customize landing pages for a recorded one. You feel like you have to utilize some clunky workaround with every software you use to get exactly what you want. And what you want isn’t all that complicated to begin with! So how can you possibly achieve the feature set listed in the infographic?

You’ll just have to sign up for my webinar to find out.

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