Webinar usage continue to rise over the years thanks to technology. Better tech has brought us better connectivity and devices are more intuitive and easier to use, which also widens the demographic of people who can easily join and conduct webinars.

Marketers utilize webinars as a marketing tool to generate more traffic. It’s a great alternative to holding workshops and seminars in person while still maintaining an educating and overall informative relationship with an organization’s target audience by giving them information they’re looking for without having to incur additional time and travel costs. All they would need to conduct or attend a webinar is a working computer or phone and a stable internet connection.

Contrary to the opinion that holding a webinar is a dead marketing tactic, numerous companies still actively use webinars to promote their businesses - the success of a webinar still lies on how it’s facilitated as well as its content. Webinars, when used properly, can not only help increase traffic but can also generate interest in a company’s product or service. However, creating webinar content isn’t as easy as it sounds. In order for people to register and decide to commit their time, spending an hour or so, in a webinar, the content should be in-depth and should impart helpful information that can be used by attendees afterwards.

If the content isn’t good, it could put the company at a disadvantage. Here are some factors to think about when creating webinar content:

  • The content is more important than the speaker. - Content is one of the most vital factors when holding a webinar. Speaker credentials may be important to draw audiences to their expertise, but without good content, people are less likely to attend. Remember, the participants’ main reason for taking part in these presentations is to learn.
  • Go deep and narrow down your topic. -  Lots of marketers believe in discussing multiple topics in order to reach a bigger crowd. Unfortunately, this is far from the truth. People look for webinars that can address their specific needs. So, if the overall webinar content is divided into various subjects, it might result in lack of information since the specific topic will only be explained briefly. Furthermore, the participants might find it harder to retain everything due to information overload. Picking a specific topic and expounding that through multiple subtopics works a lot better.
  • Content can’t easily be found in other places. Nowadays, general knowledge is easy to find since most of it is available online. By typing just a few terms on Google search, one can find almost anything. So, when holding a webinar, make sure that the content provided is in-depth and detailed enough — more so if it’s a paid webinar. People are more likely to register for a webinar containing information that is hard to come by.

When creating webinar content, you should consider the fact that people are more drawn towards particular, relatable content that addresses a need. Make sure to go deep and keep it specific to make sure that participants can easily understand what is being discussed. Moreover, clients or prospects are more likely to put their trust into an organization who they think can always address their needs.