Reinventing the Webcast: Video-Driven, Content-Centric Virtual Events
Sep 4, 2013
According to the Content Marketing Institute and Marketing Profs, 61% of B2B marketers use webcasts, and rank them among the top three most effective content marketing tactics (2013 B2B Content Marketing Report). Webcasts are used by marketers to influence each stage of the buying process, and can be particularly effective when businesses are trying to identify potential business suppliers (BuyerSphere Report 2012).
But there’s a downside to the notion that webcasts are an important part of the content marketing mix: The quality of the content and production are often drastically lacking. And that puts a cap on their effectiveness. This cap is reflected in the fact that, on average, only 42% of total registrants for webcasts actually attend them. People simply have sat through one too many PowerPoint-driven webinars, with a disembodied voice reading the slides.
We tried a different approach for some of IBM’s recent product launches — an approach we call the Large Format Screen Presentation (LFSP). And the results have been impressive. The IBM zEnterprise EC12 LFSP achieved an attendance rate of 75%; and attendees stayed an average of 75 minutes on the webcast. Those watching not only absorbed the entire 45-minute presentation, they also stuck around for an additional 30 minutes to participate in live Q&A.
The video below shows how an LFSP comes together. It describes how this webcast format provides greater engagement by focusing on content — the spoken message, enhanced by perfectly semantic motion-graphics. And it details how this approach is all about increasing the ROI of your webcast.
If you’re ready to maximize the value of your webcasts — increasing audience engagement and driving greater demand — contact us today.
Watching TV as a kid, I used to run to the bathroom during the shows so I could make it back for the commercials. Those days launched me down a path that included layout and writing for the college paper; communications strategy for political campaigns; marketing strategy and graphic design for Gensler (a global design and architecture firm); and the implementation of new programming, animation and design techniques for Centerline. Today I specialize in content marketing strategy and building digital deliverables to execute those strategies. But it’s about more than just creating killer digital content. At Centerline, we help clients succeed in the digital marketplace using a three-pronged approach: strategic (message creation, brand strategy), tactical (design, development), and analytical (measurement and adaptation). This experience-tested approach allows me to build campaigns that are both well-designed and effective for clients like IBM, GE and National Instruments.