10 Tips for Creating Compelling Webinar Content

10 Tips for Creating Compelling Webinar Content image Boring no border 12 1 2013 4 11 01 PM 241x41410 Tips for Creating Compelling Webinar ContentHow many webinars have you sat through in the last year? How many were memorable? How many gave you one nugget of information you didn’t already have? Let’s lower the bar a little…how many were interesting? And how many did you click off when you realized not much was going to happen?

Webinars are a fabulous way to get highly qualified leads, but you have to use them well. First, know who should attend, and then deliver information that they want. It’s nice if you can be entertaining along the way, but what’s really important is to deliver value – information people want and need woven into your webinar content. Do that, and they’ll stick with you and perhaps take a next step after that.

Here are ten tips for webinar creators, managers, and presenters:

1. Decide what story your presentation will tell. Make an outline or use a diagram to clarify for yourself the one main idea, key supporting points, and validation or proof points. Bear in mind that people don’t watch webinars to buy something, but to learn something. Fulfill that expectation.

2. A very general webinar will draw a more top-of-funnel audience. The tighter the focus of your webinar, the likelier attendees are to be looking for a solution to a specific problem and a bit further along the buyer’s journey. Know which camp your audience will fall into and tailor your materials for them.

3. Don’t overwhelm slides with too much text; make sure to leave plenty of white space.

4. Have lots of images. Remember that showing is better (and more lasting) than telling. And a picture is still worth (at least!) a thousand words.

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5. Tell stories. A dry, pedantic presentation will put people to sleep; stories and examples help people identify with the situation. And if they can see themselves in a story, they might perhaps see how your approach to solving a problem can benefit them.

6. Make slide titles serve as headlines or subheaders. If later you post your slide deck without narration (on SlideShare or your own website), the titles will need to help the reader through the presentation.

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7. Add speaker notes to your slides. They help keep you on track and ensure that you cover all the points you want to make. Be sure to print out your webinar slides with speaker notes and have them handy as you deliver the webinar content, so you’re covered if the technology fails. You can also make notes on it during your presentation and the Q&A session.

8. Make the introduction SHORT. Get short biographies from your speakers well ahead of the webinar and have a concise, powerful message for each one. Don’t start off by telling all about your company and what it does. Get right into what people came for, or you risk losing them before you even begin.

9. At the end of the webinar, have a closing slide that offers contact information. When you speak to this slide, be sure to cover next steps for the audience to take, thank the presenters for their time, and thank the attendees as well. Good manners go a long way in making your brand memorable.

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10. Make sure the contact information includes varied methods, such as an email address, URL, phone number, social icons, or other ways people can take the initiative to get in touch or learn more on their own.

Want to focus on webinar planning? Read “Plan the Perfect Webinar” by Leo Merle, Act-On’s webinar manager.

For a complete soup-to-nuts primer on creating and executing professional webinars, visit the Act-On Center of Excellence and read the eBook “Best Practices for Planning and Executing Webinars.

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