How To Create Webinars On Demand For Evergreen Content

The way people, especially businesses, put up seminars and events as they invite attendees has changed drastically over the past few years. More so, in this time of the COVID-19 pandemic, in-person events are out and live webinars, even on demand webinar content, are in. A webinar, defined, pertains to the online event hosted by an organization or company and broadcast to a pre-determined group of individuals through their devices and computers via the Internet. 

Attending a webinar event for the attendee is promising. But what about those who like to participate in a webinar scheduled but don't have the time to do so? This is when the on demand webinar promotion, as opposed to a live webinar, gets in. In this post, we will give you a quick guide to making webinars on demand. 

But first, what does it mean by "on demand webinar"? 

On Demand Webinar: What This Is About 

You may be familiar with live webinars but not too much about on demand webinars. Or, maybe you are since we are talking about "on demand", which you happen to come across when you are binge-watching your favorite shows on Netflix, for instance. 

An on-demand webinar refers to a webinar that is pre-recorded and a webinar that viewers can watch at their own time. To review, a webinar is an online seminar connecting the audience to a webinar host. It plays on the words "web" and "seminar" hence the combined word "webinar" that has been mainstream for many years now. 

People are usually time-bound, and even if they want to attend or watch a webinar, if it doesn't match their free time, they can't. But not anymore with on demand webinars. 

With this on demand webinar program, you can attend the webinars on your own time and anywhere. On demand webinars, also known as always-on webinars, allow attendees to consume the webinar content at their own time. These webinars are easy to create for evergreen content that generates leads or revenue. 

A webinar on demand or always-on webinars are critical elements in any webinar program. As a matter of fact, the ON24 Webinar Benchmarks Report says over a third of all attendees are on demand attendees. This must be a clear signal for demand generation marketers that the always-on webinars should be in order. 

Moreover, these webinars demand a distinctive approach than their live counterparts. How can you create an on demand webinar? Read on to learn more about creating successful evergreen webinars on-demand. 

How To Create Webinars On Demand 

1. Prepare A Post-Webinar Plan 

Every successful webinar has a plan. It consists of speakers, promotional strategies, and talking points. Does this apply to on demand webinars? 

It is very important to take note of your current webinar process as precisely as you can, right up to when the event presents. Then, write down how you would implement a post-live event strategy, from promotions to updated polls, plus more. 

With the basics of the on demand webinar strategies in place, you can quickly change and iterate on your webinar process until the on demand aspect moves naturally in your webinar workflow. 

2. Centralize The Webinar Content 

On demand webinars should be easy to spot and navigate. Often, this means you must have an on demand content hub. These hubs provide your webinars with a central location so your audience can binge on your webinars at their own time and place, and for as long as they want. 

Remember, though, that various audiences need to search for content relevant to them. There are times having a targeted or personalized page can help them expedite their search, boost your webinar content, and improve your engagements with your webinar. 

3. Regularly Analyze On Demand Outcomes 

Here is the fun part: analysis. Know that on demand webinars can offer you a wealth of information that can refine your program, boost your webinar content, and create more engagement opportunities. Invest time going through your results to see where your viewers are engaging and why. 

Bonus Content: The Advantages Of On Demand Webinars 

According to the WorkCast website, 73 percent of B2B marketers agree webinars are great and effective ways to generate high-quality leads. With this being said, on demand webinars are the best ways to attract more attendees and generate more of such high-quality leads. 

Usually, the website added, only 30 to 40 percent of individuals who register for webinars will attend the event live. This may be because of time zone differences, scheduling conflicts, emergencies, and more. 

Your attendees cannot always be ready for your live event. Thus, there is the on demand webinar. 

The remaining 70 percent who cannot attend the webinar can instead attend the on demand versions of your webinar. 

When you host your webinar content on demand, you can lengthen its shelf life since it is not limiting your audience only to those available on the schedule. Attendees can partake in your webinar anytime and anywhere. 

Creating On Demand Webinar Content: The Conclusion 

If you think you need to work so hard to set up these webinars, you actually don't. There are several platforms today that will allow you to easily and effortlessly create these webinars from square one until the end. They will also facilitate on demand recording registration, and guide you on how to get more leads, create your webinar room, have your recording registration page, produce webinar videos, utilize paid search advertising, connect with your live attendees, go through your on demand settings, get ideas from your previous webinar and webinar channel, and more. 

When you follow the tips you have learned about above, you will also be able to understand the people interacting with your on demand program, providing you with the data you need so you can refine and re-target your webinar content as needed. 

The webinar's end isn't the end of your webinar. It's time to build your on demand webinar strategy starting right now to reap the rewards.

B2B Content Marketing Outlook For The New Economy

A fellow marketing associate was asking about my predictions for B2B content marketing in the modern digital age. I have no idea what to predict specifically for marketing content going forward - and neither does anyone else, if we’re honest. So little about the world is predictable right now beyond the B2B business basics. 

But I can tell you what’s happening now and how I’m interpreting the data I have right now. The recent survey we gave out was asking what your challenges are going into the new economy. The top challenge of B2B content marketers? Screen fatigue. 

No one wants more podcasts, more videos, more livestreams, more time on their devices. Literally no one needs more of this content as the fallout continues and hopefully fades away. And that will continue to be the way we communicate with others the majority of the time into Q3 and Q4 of last year. I actually find it somewhat ironic that people responded that screen fatigue was a problem and then immediately had “getting audiences to pay attention to all our new content” as the next challenge. So all the marketers who pivoted last year to making podcasts, videos, livestreams, webinars, email newsletters, and more blog posts are facing substantially diminished audience interest. 

We as B2B content marketers adapted to the new reality and in doing so, flooded the world with content at the same time everyone else flooded the world. Given a choice between my livestream and The Mandalorian, where will you invest your time? The only reason you watch at all is because you can’t binge watch your favorite shows at work and still call it work. Heck, given a choice between my livestream and The Mandalorian, I might watch The Mandalorian. 

So what do our audiences want? Faster content. I was talking to a friend this week who said they listen to my podcast at 1.5x speed; I already talk fast and then said 2x was too fast. They wanted the information - just faster. Why do people love services like Vine, Tiktok, and Instagram Reels? You know your commitment to any one piece of content will be under 10 seconds. How do we make content faster? For anything audio or video, provide transcripts. Folks can read up to 400 words per minute; we speak at roughly 150 words per minute. The audience can consume our content 2.67 times faster with a transcript. 

The cliche “a meeting that could have been an email” applies even more today for B2B marketers, to every format. Do you need a livestream? Do you need a podcast? Do you need a YouTube channel? Or could you convey the same information in an email newsletter? Some things, like screencast tutorials, absolutely require video. Other things, like a talking head? That content can just be an email or a blog post. 

Knock out the fat with your content marketing strategy and schedule this year. We all know and despise those cooking recipes online where you have to scroll through 44 pages about the author’s life history, how their grandmother was a homesteader, the can of possum stew they ate as a kid that gave them their inspiration, and so on before we actually get to what we came for - the recipe. People have written Chrome browser extensions explicitly to trim out all the filler text and just get to the recipe. 

When people write software to bypass your content, it’s too long. Ask yourself this question relative to your content marketing campaigns going into the new normal. When attention is scarce and at a premium, how can you make your B2B content as fast as possible? You must be consistent, innovative, and add value at all times while scaling content with repurposing, rewriting, and updating!