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The Content Cascade: Getting more out of your webinar

It’s a foregone conclusion at this point that marketers will cite a “lack of time” and “producing enough content” as two of the largest challenges they face when it comes to content marketing. The recently published “B2B Content Marketing 2014 Benchmarks, Budgets & Trends – North America” reported 69% and 55% affirming these challenges, respectively.

I repeatedly find these statistics remarkable because more than 90% of B2B marketers are already producing content! Where is this wealth of information going if not into creating more content with it?

I can point to two mistakes I so often see marketers make:

  • Starting from the bottom: a fragmented content production strategy that involves creating many small, low-engagement pieces of content, eventually culminating in a single high-quality webinar.
  • Being too equitable: refusing to produce content that tackles redundant topics because of the fear of ‘recycling’

Here’s why these lines of reasoning are detrimental (aside from the fact that there’s a better strategy which I’ll get to shortly). For the first, it’s a haphazard and unpredictable approach that may or may not even lead to high-engagement content, despite requiring as much if not more time than it would have taken to create high-engagement content in the first place. Second, the fear of recycling is irrational as study after study has indicated that different types of content reach and engage different buyers. While live webinars may achieve top-notch engagement, nearly 84% of consumers said they didn’t care if they were watching a recorded webinar instead. Many prefer infographics and many prefer eBooks. Reusing content is actually a great strategy to effectively engage your entire network. It should not be seen as a cheap or irritating way to engage with an audience.

So what’s a better strategy? It’s a little something my colleague, Brian Massey, calls “The Content Cascade.” It’s the notion that investing in high-quality, high-engagement content will not only lead immediately to high-quality leads, but will fuel your entire content production cycle. If you pack a punch with your webinars, creating the rest of your content will be seamless and easy.

To get the full scoop, you’ll have to register for our webinar below. I promise it will be all the engagement you can handle and more!


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