Turn Recorded Webinars into Sharable, Lead Generating Content
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This presentation will show you how to turn up the frequency and quality of your content output, with a minimum of time and resources. We'll introduce you to the content cascade and inexpensive tools that turn Webinars into sharable, lead-generating content. www.CascadeContent.com
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Turn Recorded Webinars into Sharable, Lead Generating Content
- 4. The Conversion Scientist Blog Free Chapters of my Book Twitter LinkedIn Facebook Fan Page Contact:
- 5. Industry trends The emergence of content • Business decision makers prefer to make decisions based on articles instead of ads. • Content is the key driver of web traffic and is thus the most efficient way to secure qualified leads. • Interesting content is a top 3 reason people follow brands on social media • You’re watching this webinar, aren’t you?
- 6. Industry trends The need to put on yet another hat “Brands need to think like publishers to build effective content marketing workflows and outcomes, including applying the science of accepted newsroom practices” - The Guardian
- 8. Marketers as publishers How often do you release new marketing content? 22.1% 47.4% 17.9% 2.1% 10.5% Daily Weekly Monthly Quarterly Not that often 0% 10% 20% 30% 40% 50% 69.5% of marketers release marketing content at least weekly
- 9. Marketers as publishers How often do you update your blog? 55.8% of marketers update their blog at least weekly 11.6% 20.0% 34.7% 21.1% 12.6% 0% 10% 20% 30% 40% Our blog has been ignored Our blog is updated several times a week Our blog is updated weekly Our blog is updated monthly We don't have a blog
- 10. Marketers as publishers Would you rate the following techniques very or mostly effective? Blog posts, short videos, and infographs are rated effective 76% 23% 74% 60% 25% 57% 57% 57% 0% 10% 20% 30% 40% 50% 60% 70% 80% Blog post Long video (30 minutes or more) Short video (2 minutes or less) Infograph Podcast Report or whitepaper Slideshare presentation eBook
- 11. Marketers as publishers Typical webinar lead generation
- 12. Marketers as publishers How many hours do you spend putting together a webinar? Almost 70% of marketers that do webinars spend six hours or more on each webinar 44.2% 16.8% 22.1% 16.8% We don't do webinars 1 - 5 hours 6 - 10 hours More than 11 hours 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
- 13. Marketers as publishers What are the biggest obstacles to creating content for your business? Resources and Subject Matter Experts are the challenges 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Time and Resources Expense SME is too busy Content Performs Poorly No List or Social Following Don't Know What to Invest In
- 14. SME Problem Once a year 14.7% Once a quarter 31.6% Every month 14.7% Several times per month 15.8% Never 23.2% The subject matter expert problem Someone in our company does a slide-based presentation or webinar n=101
- 15. The Content Cascade Everything you need is in the webinar!
- 16. Our Premise Content delivers leads. High-quality content delivers high-quality leads. Content frequency directly correlates to traffic. High-quality content cannot take months to develop. High-quality content needs a support system to be shared.
- 17. Lead by example Webinar: 2,000 leads Infograph: 3,388 views in one week!
- 18. A 30-minute presentation becomes a lead-generator Lead by example
- 19. Presentation at CMW 2012 Lead by example This presentation was recorded live. The recording was transcribed using an inexpensive online service. The transcription and presentation slides were edited into an eBook PDF…
- 20. Slides + Text from Audio becomes eBook Lead by example 36 pages optimized for reading on a screen!
- 21. Keep the goal in sight Lead by example The purpose of content is to generates leads and sales. 84.2% 36.8% 29.5% 51.6% 51.6% 65.3% 6.3% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% Leads or… Sales Phone Calls Social Visits Email Visits SEO Not much
- 22. DIY Cascade
- 23. Feeding the Publishing Tiger Webinars – High quality leads, small audience Reports and white papers – High quality leads, larger audience Blog Posts – Generate traffic to the site Infographics – Low-quality leads, large audience, shared frequently Social media posts – Generate traffic, build brand Email – Shortens the sales cycle
- 25. Generating Text
- 26. Graphics and Images Yes, PowerPoint
- 27. Graphics: Export PPT or Keynote to Images
- 28. Show the Product About 20 minutes in PowerPoint
- 29. Show the Product Google: Lon Safko Viewers Guide BoxShot.com
- 30. Edit Text and Slide Graphics Together Microsoft Word Google: Lon Safko Viewers Guide
- 31. Infographics
- 32. Podcast
- 35. Calls To Action
- 36. Put Calls to Action on Your Blog Pages
- 37. Infographics are for Sharing Wordpress Plugin
- 38. Landing Pages
- 39. ONE MORE TIME: Why begin with webinars?
- 40. Summary Take it back to the beginning • Marketers must be publishers • The barriers are time, resources, and availability of subject matter experts • Webinars and presentations capture the subject matter expert’s knowledge • Webinars and presentations have all of the necessary ingredients for reports, blog posts, articles, infographics, etc. • Webinars and presentations offer a shortcut to shareable lead generating content. Utilize them for the Content Cascade.
- 41. Is that the smell of a special offer? Yes, indeed. Absolutely FREE Evaluation of Your Favorite Webinar by our Content Experts. Just Enter the Link Here www.CascadeContent.com
- 43. The Conversion Scientist Blog Free Chapters of my Book Twitter LinkedIn Facebook Fan Page Contact: