Webinars: A Potent New Addition to Your Marketing Toolkit

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Content marketing can take many forms. Most people are pretty familiar with the blogs, newsletters, and videos that have dominated the online media landscape for the past couple of decades. Those media are still in heavy rotation in companies’ marketing campaigns, but they are often drowned out in today’s digital cacophony. Audiences are now bombarded with so much onscreen content that they ignore much of it—which means that companies are wasting both time and money producing and disseminating it.

That’s why at Mamu Media we have made print media the cornerstone of our content marketing. It’s a remarkably effective communication tool—and we have the research to support that claim.

We definitely don’t think that companies should put all their eggs in one basket, though! Even if print media forms the foundation of an organization’s outreach efforts, it shouldn’t drop all other methods but should keep looking for other opportunities to engage audiences effectively.

Several years ago, we wrote about a number of offline strategies for content marketing: speeches at conferences, books, magazine articles, white papers, and connecting with local media. All of them are still great tools, and we still highly recommend all of them. But if we were writing that list today, we’d add one more item: live webinars.

Straddling the line between online interactions and in-person interactions, webinars have exploded in popularity over the last few years. Recent technological developments (including applications, hardware, and bandwidth that can handle live video streaming without glitching) and the public’s increasing demand for content delivered by video (rather than text) are two factors behind this growth. 

Although webinars are online in the sense that they involve using computers and the Internet to share information, their interactive nature puts them much more in the category of offline media. Conference presentations and workshops are great venues for teaching and learning. But they aren’t accessible to all potential teachers and students, because not everyone can afford the travel costs and the time away from work they require. 

In terms of cost, geographic range, and depth of interaction, live webinars enable an organization to increase the size and diversity of its audience. As digital media, webinars interface nicely with a variety of technological applications (such as real-time audience tracking and live feedback) that yield data the host can leverage long after the webinar concludes.

What to learn more about what live webinars can do for your organization? Let’s talk—contact us today!