6 Tips for Creating Webinar Content your Audience Wants to Watch

By redback

The content you choose to discuss in your webinars will make or break your event. Not only must it be relevant, valuable and useful to your audience, but you must also be able to share it in an effective, impactful way.

Here are some tips for creating webinar content that your audience will not only want to watch, but will want to share, and which will keep them coming back for more.

 

  1. Choose the right topic

 

When it comes to choosing a topic for your webinar, it’s important to put yourself in your audience’s shoes.

But before you can do that, take some time to identify who your audience actually is.

Where are they in the customer journey? What motivates them? What particular opportunities or challenges do they have that you can help them with? What do they need to know about? Do they have a problem that you can help them solve?

If you can answer the burning questions your target market has, you’ll go a long way to attracting an engaged audience.

You can find ideas by looking at things like relevant news, regulatory changes and topical events in your sector, new research or a recent book launch, content that has gone viral on social channels, or media reports and online forums.

Webinars should be closely integrated with the rest of your content marketing plan, so you should also think about the content you’ve already got and how that can be repurposed for a webinar.

Some common sources of webinar topics include surveys and studies, ebooks and whitepapers, your own local and international experts, detailed blogs and other articles, case studies, and the expertise of external experts and partners.

Take some time to consult with key stakeholders, including relevant, customer-facing staff — the more opinions, thoughts, ideas and feedback you get, the more engaging your topic will be for more people.

 

  1. Frame your topic in the most engaging way

 

Once you’ve established your topic, it’s time to work out the best way to frame it for your particular audience.

For example, a webinar about a new product that targets prospective clients, would be framed differently from a presentation to investors or shareholders about the same product.

Remember that most of your audience will have one key question in their mind when deciding whether to register and, ultimately, attend your webinar: ‘What’s in it for me?’

Here are a few ways to frame your topic to get more cut through.

 

  • Ask a Question

Asking questions engages audiences. Using the words ‘how’, ‘why’ and ‘when’ naturally resonate with people and will get them thinking about their own experiences.

Compare which of the examples below has more impact:

  • Building better business networks
  • How effective are your networking skills?

 

  • Be Negative

While it’s good to be positive, it doesn’t hurt to look at your topic from a different perspective, especially if that is the angle from which your audience is viewing it. It can also be an effective way to attract your audience’s attention.

Compare which of the examples below has more impact:

  • Creating better employee training programs
  • How NOT to create employee training programs

 

  • Use Numbers

There’s a reason the headline in this article starts with a number — that’s because it’s been proven that numbers are a good way to attract a reader’s attention. Before they even start viewing, they know what they can expect to take away.

People love numbers and lists and they will definitely increase click-through rates. Some research even goes so far to suggest that odd numbers work best, and the number 10 will also gain attention.

Compare which of the examples below has more impact:

  • Planning the perfect webinar
  • 9 steps to planning the perfect webinar

 

  1. Get the right presenters

 

Presenters who are confident, passionate, know their topic and have a solid understanding of the overall objective of your webinar are an essential ingredient to hosting a memorable event.

Speakers should not only be able to present comfortably in an online environment, which is considerably different from hosting a face-to-face event, they must also focus on the right topic areas and deliver their content effectively.

Letting your speakers know exactly what you’re trying to achieve through your webinar will not only help them choose the most appropriate ideas to concentrate on, but will also help them frame their content in the most suitable way.

Make sure you talk through what they’ll discuss before they’ve started to put their content together, and get the moderator involved as well. If you’ve got more than one speaker, organise a pre-event get-together so they can talk together, along with the moderator, so that each one understands their respective areas of focus and how the narrative of the event will unfold.

This will not only help you avoid repetition, but will also enable you to choose the most suitable segues and construct your webinar runsheet.

Make sure their content includes visual aids such as graphs, images and video to reinforce their points and boost engagement.

 

  1. Select the right format

 

It seems the more virtual events people attend, the more particular they are becoming when it comes to determining what makes a good one.

This is especially relevant for webinars where the audience has to voluntarily sign up and attend an event in their own time.

According to respondents to the 2020 Redback Report, engagement is key. Virtual event organisers need to look for new ways to attract and maintain their audience’s attention, and help them overcome the distance and distractions of remote viewing.

The key is to create a more active experience. Single-presenter events are declining in popularity, with close to half of us preferring two or more voices.

The most popular event formats are to have a moderator and one presenter/speaker, which was nominated by one in four (25%) respondents, and panel discussions, featuring a moderator and two or more presenters, which was nominated by 24% of respondents.

Interactive audience Q&As are also popular with audience members because they increase engagement and interaction, as well as the level of knowledge attained.

 

  1. Be Interactive

 

Besides live Q&A sessions, interactive elements such as polls, surveys and quizzes are also popular with audiences because they provide more opportunities for learning as well as the chance for people to get involved.

A facilitator or moderator can also be useful when it comes to operating your webinar platform’s interactive features.

Consider open and/or private chat, based on your audience and the sensitivity of your material.

Poll early and often, and make sure you use the data collected to engage with your audience.

 

  1. Take Advantage of Neuroscience Techniques

 

We’re all different, so it’s worthwhile presenting your content in such a way that everyone can engage with it. Here are a few ways you can use the science behind the way the brain works to create a memorable webinar and ensure your attendees recall the information you’ve shared and get maximum value from their time.

  • Keep it relevant – there’s only so much information our brains can take in over a limited period of time, so don’t go overboard when it comes to the amount of information you’re sharing. Keep it to the bare minimum. Read and re-read, and as you do, cut out everything that’s irrelevant, superfluous or just filling time.

 

  • Smile – Research has found that smiling releases chemicals including dopamine, endorphins, and serotonin, which are our own feel good drugs. Smiling not only makes you feel happy and, as a result, more relaxed and confident, it also makes people you’re presenting to feel more comfortable as well. Smiling activates the part of your brain that processes sensory rewards, so when you smile at someone, they feel rewarded.

 

  • Use visuals – it’s estimated that up to 50% of the surface of the brain is devoted to processing visual information, compared with around 8% for touch and 3% for hearing, so make sure you include images in your slides, short videos where they’re warranted, and use other visual aids such as graphs and charts to complement the main points of your discussion.

 

  • Reward your audience – When it comes to online training and education webinars, the neuroscience of gamification can tell us a lot about the way people learn. For instance, there’s a reason why many games have reward cabinets where players can view their medals or other prizes. That’s because remembering our past successes releases serotonin, a hormone that governs our overall mood. Rewards also create positive associations because when we’re rewarded for a particular action our body releases the feel-good hormone dopamine. So injecting polls and quizzes or finding other ways you can reward participants is a good way to send your audience away in a positive frame of mind.

 

Webinars are a great interactive, multi-media channel and with the right approach your content you’ll have bigger audiences not only registering to attend your webinars but interacting with your presenters and your brand.

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