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Content Marketing: Webinar strategy increases registration, lead capture 91%
David Kirkpatrick / Marketing Sherpa / January 16, 2013
Webinars are an effective part of a content marketing strategy, but they pose some challenges for marketers: choosing topics, getting registrants to attend the webinar, and determining the best webinar time.
This B2B newsletter article covers how one company went from a trial-and-error process of determining content and scheduling its webinars to a consistent “rhythm of business.” The company now has set days of week and time of day for its webinars, and ongoing monthly series covering specific topics.
Read on to learn how this organized webinar strategy led to a 91% increase in webinar — and lead capture — registration.
Webinars are a great tool in the content marketing kit, but they throw a number of issues at marketers: What content does the audience want? How do you turn registrants into attendees? And, maybe most important, when should you schedule the webinar to reach the largest audience?
Dataversity, a provider of data management resources for IT professionals, launched April 2011. To drive awareness about its conferences and to provide education on data management, the company began a webinar strategy.
Shannon Kempe, Executive Editor, Dataversity, described the initial foray into webinars as “ad hoc.”
“We didn’t have a regular rhythm of business around our webinars,” she explained. “We just built them, set them up, and did advertising.”
As the team started to learn what worked — and what didn’t work — with the webinar strategy, the program became more formalized. Dataversity now has a schedule featuring monthly webinar series with set timing on certain days of the week and at the same time of day.
This article covers the webinar process at Dataversity, from scheduling and promoting its webinars, through securing sponsors and partnerships for the online events. Find out how Dataversity was able to increase its webinar registration 91% from January to October 2012.