What’s Trending: Webinar Workshop

June 3, 2019

“Appointment viewing.” This phrase once represented the gold standard for television. Nowadays, we don’t hear it as much, because most shows are available on-demand through a streaming service like Netflix. But people will still go out of their way to set aside time for must-see content; for example, 13.6 million people tuned in for the original airing of the Game of Thrones finale, a new HBO record.

Appointment viewing is alive and well in the B2B marketing world, too. A new study from BrightTALK found 91% of professionals pointing to webinars as their preferred content format. More than half of the respondents said they watch weekly, if not daily.

If you haven’t dabbled with webinars yet, these data points make a compelling case for getting started. And LinkedIn happens to be a great place to promote your webinar, with Lead Gen Forms making it easy to capture registrant information without hassle. But of course, the key is to create must-see content that your audience will make an appointment to view, and that actually generates results for your business.

Our latest roundup of content for marketers features expert advice on webinars, podcasting, and more.

What Marketers Were Reading and Sharing Most This Week:

1. How to Create a Webinar That Sells Like Crazy (Step-by-Step)

Craft your content, build your pages, set up your emails, launch and deliver: This detailed walkthrough from Andrew Morrison covers all you need to know to get rolling.

2. Top Marketing Podcasts That Will Make You Smarter

The podcast is another content format gaining steam. You may learn a thing or two from listening to these recommended options via Lisa D. Jenkins, both from the discussions within and the way they’re put together.

3. An Exclusive Look at Binet and Field’s New B2B Marketing Research

A new study, commissioned by LinkedIn, uncovered eye-opening insights around B2B advertising, the value of marketing reach, mental availability, and more. Samuel Scott has the lowdown at The Drum.

4. It’s a Conversation: Engaging With B2B Prospects on the Marketing Site

How can you make your website experience a less one-sided one for visitors? At Business2Community, Katherine Lloyd offers some ideas for creating two-way conversations.

5. Neural Adaptation: 5 Key Ways to Boost Your Conversions Using this Psychological Principle

We know our brains are wired to notice things that are different or unusual. This piece from Robert Mening at HubSpot articulates the scientific explanation behind this phenomenon, and how marketers can optimize around it.

6. 20 Tools for Content Marketing

Looking for tools that can help improve your team’s efficiency and production? Sig Ueland lists 20 different go-to options here, covering everything from free stock images to social media scheduling to idea generation and beyond.

7. 7 Triggers That Make People Want to Share Your Content

Information gaps, great design, and practical utility are among the key factors that make content more shareable. Get the full scoop from Jonathan Gorham.

8. How to Use Trending Topics to Build Links & Boost Traffic

“By staying tuned into current events and trending topics in your niche, you can easily and creatively develop content that’s clickable, shareable, and linkable,” writes Jason Hennessey. Based on the column where you’re reading this, it should be obvious we agree!

9. 5 Metrics Which Prove Your Content Marketing Efforts are Failing (and How to Revive Them)

If your numbers are sagging across any of these five measures, it might be time for a jolt. Luckily, Albizu Garcia has tips to help get things on track.

10. Why B2B Marketers Were More Innovative 10 Years Ago

We close this week with a thought-provoking op-ed from Rick Gardinier at MediaPost. He suggests that B2B innovation has been stifled, adding that “Perhaps we can all benefit from reflecting on the past rather than blindly adopting the next new shiny thing everyone is glomming onto.” Some spicy food for thought!

If you consider these weekly trending roundups to be appointment reading, subscribe to the LinkedIn Marketing Solutions blog to make sure you never miss an episode.