TODAY’S WEBINAR: Start with a Webinar, End with a Full Content Pipeline

Hi, I’m Robert

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Content Marketing Institute CMI teaches marketers how to effectively own their media channels to attract and retain customers.

Denver – October 22 Charlotte – November 4 New York City – November 10 San Francisco – December 4

Essential Knowledge for Content Marketing Success

Today’s Agenda  Discuss repurposing webinar content  Learn how to do and the process  Hear from folks already having success

And the research says… Webinars are utilized by more than 60% of content marketers Webinars are the second most utilized content type – just behind in-person events Source: 2015 Content Marketing Institute/MarketingProfs Annual Research Study

Today’s Speakers Kira Sparks Senior Content Manager Nadine Pyter Director of Marketing Bo Bandy Marketing Manager

“Webinars + Qualified Leads” Campaign ReadyTalk

POLL QUESTION: Multiple choice: I have…. Plenty of content Ideas for content but don’t have time to execute Don’t know where to start No idea what content marketing is

You Need Content. #RTWebinar

Our Steps for Content Repurposing 1.Build a Team 2.Find a Topic 3.Develop a Schedule 4.Create & Repurpose Content #RTWebinar

Build a Team ACES Subject matter experts Own a topic, not a format May or may not produce content Managing Editor Editorial calendar Project manager Brand guidelines Ensures content meets objective Chief Sets strategic direction Final signoff Content Producer Develops the content May be external Editorial Board Cross-Functional Team Prioritizes projects New ideas #RTWebinar

Theme: Webinars + Qualified Leads Target persona: Demand Generation Manager Mapped the theme to the buyer’s journey to find ideas Find a Theme #RTWebinar

…EASY WINS Blog Posts Social Media Presentation Video Create + Repurpose …MORE WORK eBook Infographic 2-minute Clips Multimedia press release …HEAVY LIFTING Video Interviews Whitepaper #RTWebinar

1 big piece of content a quarter Plan for 2 “Easy Wins” a week “More Work” every 4 weeks Promote each piece Create a Schedule #RTWebinar

Lessons Learned Created 1 webinar, 5 big assets & 7 blog posts Reuse everything from the BIG idea Plan for some upfront lifting Get real-time feedback Create a promotion plan that reuses content #RTWebinar

SolarWinds How Do You Turn a Webinar into a Conversation? (With 700 People.)

#SolarWinds How Do You Turn a Webinar into a Conversation? (With 700 People.)

Shameless Repurposing #SolarWinds White Papers Infographics On-Demand Replay Blog Posts / Community Q&A* Live Event Presentations Demand Gen Campaigns Feedback Loop to Product Teams and Technical Evangelists

Think BEFORE the Webinar Activities #SolarWinds Twitter chats (#datachat) with speakers, co-speakers, evangelists etc. about 3-4 days prior to webinar Gets conversation started Provides speakers with early indication of what’s going to resonate with a larger audience #datachat is transcribed and repurposed as well

“Big Idea” Campaign Shoutlet

Typical Life of a Shoutlet Webinar Content creation Teasers + pre-content Presentation Follow-up blog post Whitepaper Videos Social posts campaign (webinar follow-up and lead nurture) Fodder for future posts + content #Shoutlet

How Shoutlet’s “Big Ideas” Campaign Played Out #Shoutlet

A Few Things To Consider… Consider topic overload - aim for five pieces of content per webinar Rather than endless new formats, think how the insights can inform other topics Leverage the heck out of your speakers Quality is better than quantity #Shoutlet

Questions & Answers Keep your questions coming. Type into the “ask a question” text area and click submit.

Thank you attending today’s webinar! A link to the archive will be sent to you in a day or two after the event. For more on the Content Marketing Institute visit: