Aug 08, 2013

Turning Webinars into Real-Time Content & Market Intel

The 19 pieces of content you can wrest from a webinar, courtesy of Readytalk's Bo Bandy.

The 19 pieces of content you can wrest from a webinar, courtesy of Readytalk’s Bo Bandy.

Every content marketer has their favorite go-to tactics, and almost all will share one in common – deriving content from content.   In my hands, a simple blog post can spawn a press release, a slide deck and a host of tweets, posts, shares and updates.  However, I’ve got nothing on Bo Bandy, Readytalk’s manager of marketing communications.   I joined her on a webinar titled Maximizing the Impact of Webinars as a Lead Gen Channel  last week, and I think I learned as much as any of the attendees.

According to Bandy, a simple webinar can be the basis for as many as 19 subsequent pieces of content.

Nineteen.

I’ll admit that I goggled a bit when I saw that number, and I wondered if she was spreading things a bit thin.  It turns out she wasn’t.  She has some great ideas for capturing and atomizing the content a webinar produces, many of which were new to me.

In particular, she offered some ideas I hadn’t considered, including:

  • Creating a short video snippet from the recorded webinar that captures some key segments, and posting that on YouTube
  • Editing the transcript, and turning it into an ebook (use slides and surveys to illustrate)
  • Survey attendees during the webinar, and create an infographic with that data (or even follow on discussion) after the event.

Propel Growth’s Candyce Edelen advises us to use every part of the buffalo” to cost-effectively create volumes of content to feed the “content beast.”

Bandy’s approach reminds me of the “Content Buffalo,” an idea propagated by Candyce Edelen , CEO of PropelGrowth, a content marketing firm specializing in the financial services sector, which encourages marketers to make use of every piece of the content and not let anything go to waste.

Adapting that mindset to the real-time opportunities and intelligence one can clean from a webinar presents the content marketer with a rich source of content ideas.

  • For every case of writer’s block, there’s probably a topic from the Q&A that deserves some expansion.
  • Mine the related Twitter stream. Notice which ideas gained traction, thoughtful feedback and (again) questions that can be answered.

In mapping out our plans for webinars here at PR Newswire, we’ve done a pretty good job of building in pre-event promotion (blog posts, press releases, social media mentions, speaker engagement) but admittedly, I’ve not been taking full advantage of the real-time, market intelligence webinars provide.    Many thanks to Bo and Candyce, two smart new friends with boundless good ideas!

Author Sarah Skerik is PR Newswire’s vice president of content marketing, and is the author of the e-book “Unlocking Social Media for PR.”  Follow her on Twitter at @sarahskerik

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