TL;DW The New Webinar Playbook: Tips and Strategies for 2024

So, not only does Lumen5 love webinars, but our friends over at Wistia do as well. It was an obvious choice to host a webinar together 🤝

The New Webinar Playbook: Tips and Strategies for 2024 webinar was led by the lovely Grace Cheung, Marketing Director at Lumen5, and Sam Balter, Head of Content at Wistia. Together, they tackled how marketers can rethink their webinar strategy to address the main obstacles when planning and executing webinars; backed up with stats, real experiences, and what tools can help.

Missed it? Here are the highlights 😊

What we talked about

• The common issues marketers face during the planning and execution processes of webinars; how as marketers we can combat low registrations, increase engagement, and keep it connected to pre-existing marketing efforts
• The ways to rethink our webinar strategy in order to make the process as efficient as possible; taking advantage of using pre-recorded content and distributing post-webinar content beyond the landing page
• Embracing quality over quantity and utilizing AI to narrow the skill gap for post-event content distribution

Lessons learned

The ways to make our webinars better

• Altered promo strategy to move beyond email and expand into paid ads + video
• Using pre-recorded content to make webinars more engaging
• Distributing post event content beyond the landing page

AI can help you with your webinar content

Using AI in your webinar process can narrow the skill gap and help produce content more effectively. Grace made a point to mention how you can use AI to outsource the “boring parts” 🤓 of your webinar content, like a script, and use AI for feedback on your draft or highlighting main points that you can use to spotlight later.

On-demand content outperforms the live event

A lot of work goes into putting content together, but not a lot of time is put into doing something with the webinar content after the webinar. Include post-webinar content on your blog, emails, newsletters, and social media channels. That way your content is easily accessible and will live on forever.

Questions we asked

How can relevant existing content help you with your webinar?

“I think it depends which direction your strategy is coming from,” Grace explained. “If you’re using your webinars as the foundation or basis to create assets for your other channels later on, I would recommend putting in the effort to make videos for your webinar. In that case, you’re seeing the bandwidth for your webinar as the origin, and will use that content for the next three to four months to cross-promote and repurpose to continue telling that story.”

How to fix webinar burnout?

Be mindful of your audience and how often you’re hosting webinars. It’s important to keep two things in mind: 1) keep them monthly at most, so your audience (and your team!) doesn’t feel too overwhelmed, and 2) keep the length of your webinars to 30-45 minutes to avoid losing your audience’s interest.

Watch the full recording