More than 70% of B2B marketers name webinars as their best method to generate high-quality leads. And with the boom in videoconferencing caused by the pandemic, consumers are more familiar and more comfortable than ever with webinar content.

Webinars are a great way for content marketers to diversify their offerings. With the public’s demand for more digital content, video is one medium that has become increasingly popular. According to Wyzowl’s State of Video Marketing survey, 86% of respondents say that they use video marketing, and 92% of marketers say that video is an “important part” of their overall marketing strategy.

Here we share how to produce engaging webinar content to hook consumers and bring them back for more.

1. Choose a Webinar Topic That You Can Own

With so many brands hosting webinars, the best way to stand out is to choose a webinar topic that you can own. Choose a topic that you can explain in more detail than your competitors. Proprietary information, such as results from custom research or trends drawn from your own data, is the holy grail. Research the keywords and phrases that are driving searchers to your site, analyze your site’s internal search data, and mine these for ideas. Your audience may be telling you exactly what they’re interested in learning.

2. Choose a Webinar Format to Support Your Topic

If you are presenting a case study, a Q&A may be a great way for attendees to ask follow-up questions. This format is best for hosts who are comfortable letting attendees steer the direction of the content. If your guest is more comfortable sticking to a script, you may want to solicit questions ahead of the webinar and have the host incorporate them into their presentation. For multiple hosts or guests, a roundtable discussion may be a good way to allow everyone to share insights, but be sure to prepare an outline so the conversation stays on topic.

Most webinars last between 45 minutes and an hour, accounting for host and guest introductions and attendee interaction. If you choose a Q&A format, be sure you have some backup questions to turn to if your audience is quiet or tentative.

3. Find Expert Guests or Presenters

The next thing you’ll want to consider for any webinar is who will be on screen or speaking during the presentation. Do you want your presenters to be members of your organization, with direct experience on how the subject matter affects your industry, or do you want to bring in outside experts to provide a different perspective on the subject? Consider working with speakers who have their own audience whom you want to reach. They can cross-promote the webinar on their social channels and introduce your brand with a trusted endorsement.

4. Script and Rehearse Your Webinar

While the free flow of ideas is exciting, hosting a completely unscripted webinar is usually a bad move. Set up a pre-call with all participants to go over a general script, so everyone knows when to speak and what to say. The script doesn’t need to be—and shouldn’t be—word-for-word, but a general outline of the conversation will help make the webinar feel much more professional. This can also help the participants better understand how their fellow guests speak and act, allowing for less awkwardness—especially if they’re all meeting for the first time.

5. Gather High-quality Equipment

Make sure that the equipment you’re using to record the webinar is professional. Consider these technologies to help create the best experience for both the presenters and viewers:

• Computer or tablet with an internet connection, for connecting and transmitting video and audio
• Headset (headphones and microphone), allowing for optimal audio output and limiting background/ambient noise
• Webcam, if there are plans to show speakers on video
• Lighting to make sure all presenters show up clearly on video
• Webinar software to capture, record or broadcast the webinar
• Green screen to eliminate distracting background elements on video and improve the quality of virtual backgrounds

6. Make a Webinar Promotion and Distribution Plan

As you’re setting the webinar plans, think about where you’ll be promoting and sharing the content. Some questions to ask yourself:

• Will the webinar be live-streamed and interactive? Capitalize on channels like Facebook Live for the first showing, and upload the recording for on-demand viewing after.
• Will the webinar be behind a paywall, available to the general public, or free with a membership to the organization?
• Will preregistration be required, or can viewers join a minute before it begins?

Consider all the channels you’ll likely want to promote the webinar on—email communications, social media (LinkedIn, Facebook, Instagram), etc.—and strategically schedule these promotions to align with your overall marketing goals. According to ON24, you should start promoting your webinar four weeks out for the best results and continue promoting up to the day of the broadcast.

Even with these tips, there may be some hiccups along the way as you find your webinar production groove. If you do encounter challenges, assess where improvements can be made and implement them as you plan your next video.

Wondering what to cover in your next video? Check out our blog post on cost-effective video ideas for some inspiration.