A Sustainable Webinar Strategy

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Yes, webinars should be part of your content strategy. No, you don’t have to burn yourself out keeping the calendar full.

Tracey Wallace has sketched out a more sustainable, quarterly approach to webinars. 

MONTH 1

• Content: Thought Leadership & Trends
• Stage: Top of funnel
• Format: Panel Discussion/Q&A/Fireside Chat
• Purpose: Universally relevant subject matter that attracts prospects at all stages of sales consideration
• Participants: Panel of customers or influencers, moderated by the content team or executive sponsor

MONTH 2

• Content: Tactics & Tutorials
• Stage: Middle-of-funnel
• Format: Standard Presentation
• Purpose: Showcase company’s expertise while providing value for prospects who are challenged by strategy and implementation
• Participants: Presentation with 2–3 participants, usually a strategy implementation and success walk through by a partner

MONTH 3

• Content: Platform Buy-In and ROI Selling
• Stage: Bottom-of-funnel
• Format: Product Walkthrough/Demo
• Purpose: Increase tool accessibility, trigger “aha” moments, and drive urgency
• Participants: Product marketing-lead and moderated with sales-led demo at the end

Sound feasible? Head to Workweek for a recommended distribution strategy.

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