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