Webinar Content: our 14 tips to generate content for your Next Webinar

By redback

It’s easier than you might think to generate content for a webinar. In fact, it’s so easy that after reading this blog, we think you’ll realise you have enough original, engaging content, not just for your next webinar, but most likely for a whole series of webinars.

So read on to discover 14 ideas for places to help you generate ideas and content for your webinars. Are there more? Undoubtedly. These are just a starting point. No doubt you’ll come up with some great ideas of your own.

But check out these tips and we challenge you not to come with at least three new concepts for webinars and the content to fill them. And more than two is a series, right?


  1. Customer case studies

Customer case studies are a favourite source when it comes to webinar content. Webinars are great at establishing authority and credibility and in the process building relationships that help transform prospects into customers.

What better way to do this than by showcasing a success story — not by talking about it yourself, but by inviting your customer to share their own story and share their successes?

In the process they may highlight the role your product or service played, but that won’t even need to be a focus in order for the case study to throw some reflected glory your way.

Approach happy customers who have a good story to tell and the motivation to tell it, and let them be the star, with your brand as the support act. Your support and loyalty will be rewarded.

Tip: Recording these from a studio with high definition video production works a treat!


  1. Research reports

If you’ve conducted any proprietary research on topics of interest to your audience in recent months, these make great subjects for webinars.

They’re generally laden with facts and stats, which can work well in a webinar slide presentation.

And it will be content that’s not available elsewhere, meaning you’ll be offering your audience a unique experience.

Depending on the length, don’t try to run through the whole study: focus on the most interesting trends and figures to emerge — particularly those that have the biggest implications for your audience or affect the most people.

And make it interesting. Invite experts to comment on the data. Look for ways to bring it to life.

Tips: Always include a link to download your report in the resource library

  1. Internal experts

Most organisations are good at something. They’ve built up a body of knowledge about their product. They know how best to use it. They understand intimately the issues and concerns of their target customer. If they don’t, let’s face it — they’re in trouble.

Utilise your in-house subject matter experts, either to help develop content for webinars, or to present that content.

Think about your head of product or innovation, your head of marketing, your chief researcher — or it might be someone who completed an interesting project, and what they learned. Maybe you held your first ever hackathon; maybe you’re about to launch a new product or service backed by some great new research; perhaps your own customers have taught you some great ways to get amazing results from your product.

Just ensure it’s relevant and interesting to your audience. And remember — a prospect who signs up for a webinar on how to use your product effectively is probably someone you should get to know better!

Tip: Include a call to action at the end of these webinars, they can redirect to a special offer

  1. Ebooks and whitepapers

Perhaps the most obvious possible source of content for a webinar is your resource library — any recent eBooks or white papers that have performed well make a great starting point.

They generally also come with a ready-made structure that you can adapt to your webinar.

If there are four chapters and a case study, you might run through the key sections and invite the brand featured in the case study to be involved in your online event.

Your eBook will generally also have a visual look and feel that you can adapt for your webinar.

Tip: Consider breaking these webinars up into chunks to create snackable content

  1. In-depth blogs

Similar to an eBook, some blogs pack a powerful punch when it comes to information.

Detailed blogs with lots of valuable tips, a unique way of looking at a tried and tested subject, or just some original analysis can make the basis of a great webinar.

The subject might be one you cover a lot, but that doesn’t mean it’s not new news to your target audience.

Tip: Update your blogs and include a link for your audience to watch your on demand webinar

  1. Visiting executives

Visiting executives are a great potential source of content that may not be otherwise available to you or your customers and prospects in the usual scheme of things.

They may be unable to actually visit in person at present, but the good news is distance is no barrier when it comes to webinars. Just ask your interstate or international experts to log onto your webinar platform and deliver their presentation virtually.

If time zones are a problem, you can also pre-record video of them presenting and play it at the appropriate time during your webcast.

Tip: Make it easy for people to connect, and always have a phone dial in number as a back-up option

  1. Your organisation’s network

Does your organisation partner with external brands or service providers who are experts in their field? It’s fertile ground for webinar content.

Tap your partners or your company’s network of service providers to see if you can jointly develop some content that will pique your audience’s interest.

It may be as simple as asking your legal firm to co-present a webinar about some regulatory changes in your area of business.

Or perhaps you’ve partnered with an organisation to break new ground. Think laterally and you’ll soon see the possibilities.

Tip: Consider sponsorship opportunities and use the platform. Include logos or even a promo video from your sponsor or the organisation you’re working with

  1. Your personal network

They say the best gauge of an individual’s success is their ability to develop a broad network of contacts. It doesn’t hurt to have a good reason to stay in touch, either!

Scrutinise your personal network for anyone with expertise or experience in an area of interest and a willingness to get in front of people and share their knowledge.

If your immediate circle turns up a blank, try your university or school alumni.

Tip: Once you have this content created, ensure all presenters share via their LinkedIn networks

  1. Personal expertise

Most people are fairly modest when it comes to their own talents and skills. But if you’re hiding your light under a bushel, now may be the time to dust it off and let it shine.

If you’ve been working in your field for several years, or you’ve honed one aspect of your craft by doing it so many times it’s become second nature to you — think about whether you can break it down for your audience in a webinar or online event.

Just because it’s second nature for you, doesn’t mean it’s not brand new to others. Just ensure it’s relevant to your brand and choose a topic on which your audience wants to know more.

Tip: To get familiar with presenting online, try facilitating a panel discussion — it’s a great starting point

  1. External experts

Don’t be shy about asking third-party experts to participate in your digital event.

Academics with expertise in a relevant field, or who have published a recent paper on a topic of interest are often willing to share their expertise — particularly if it means publicity for their research.

Sources like The Conversation are a good starting point, along with Google Scholar and Microsoft Academic Search.

Or you can use the tried-and-true method of searching media sites for all manner of experts and consultants who have already demonstrated their willingness to speak out.

Tip: Ensure you provide your experts with the on-demand recordings of these webinars so they can continue to share

  1. New book launches

A sub-genre of ‘external experts’, new authors may be willing to share some key points from their latest book with your webinar attendees.

While the content is often unique to them, bear in mind that the author may pop up in a number of places while promoting their latest work, so it’s worth thinking about developing a particular angle or area of focus for your discussion.

Most authors won’t want to give everything away without selling something, but you might consider charging for your webinar, or even offering the book as part of your webinar subscription price.

Tip: Enable the chat box in your webinar to encourage free flowing discussion about the book

  1. Topical events

This is a big one. Keep up with topical events in your industry and you may find them to be rich territory for a series of topical webinars.

They may be regulatory in nature or event-based. Look for patterns and consider what the broader implications may be.

For example, when COVID-19 hit, several Redback customers conducted some very well-attended webinars on how to deal with shutdowns, apply for economic relief, and so on.

A few years ago, some big brands abolished the role of chief marketing officer. What a great time to debate the future of the CMO with an online panel of experts. Lately, some of those brands have reappointed CMOs. Perhaps it’s time to revisit the topic!

Tip: Consider keeping these events as video only panel discussions, keep them light and consider making them an on-going series

  1. Question-and-answer websites

There are a whole host of websites out there designed to help people ask questions and get an answer. From search engines to community sites, you can also use them to uncover the questions that people want answers to, and respond to them in your next webinar.

Try Answer the Public, Quora, Reddit or simply do a Google search and scroll down to the other suggested searches on the same topic to get a feel for what people want to know, and why they want to know it.

It’s a simple step from there to create a webinar that either debates relevant popular topics or invites experts to help you answer those very questions.

Tip: The Q&A transcripts from your own earlier webinars are another great indicator of the questions your audience wants answered

  1. Social

No list would be complete without at least a passing reference to social channels, many of which make trending topics available.

Whether your audience is on LinkedIn, Facebook, Twitter, Instagram or another social channel, you can search by topic or hashtag, or use sites such as Buzzsumo to see what’s been shared and re-posted a lot.

When you’ve identified a relevant popular topic, you can use one or more of the ideas above to develop webinar content around it.

So there you have it: 14 places to source ideas and generate content for your webinars.

And once you have your concept, Redback can help make it a reality!

Redback takes the stress out of webinars and digital events by managing them on behalf of our customers from our state-of-the-art broadcast studios or remotely via our premium webinar platform. Reach out to a Redback sales representative if we can help you manage your next virtual event.