host relevant webinars by utilizing evergreen content

How to Use Evergreen Content to Ensure Your Webinar Withstands the Test of Time

February 27, 2017

by — Posted in Marketing webinars, successful webinar

Webinars take time and effort to produce, so there’s no sense in using the content just once. That’s why we’re big advocates of creating high-quality evergreen content that can be leveraged in the future for further marketing purposes.

In this article, we’re actually going to show you how to use your webinars in multiple ways to ensure you get the highest possible ROI from all the hard work you put into them.

The Benefit of Evergreen Content

Before we get into talking about webinar hosting, let’s make sure we’re on the same page about evergreen content.

To put it simply, the word “evergreen” is used because it refers to content that is always “fresh,” always relevant.

For example, many people consider the Dale Carnegie classic How to Win Friends and Influence People evergreen content. Basically, no matter what happens, these two abilities will always be important and relevant. In other words, no one will ever pick up his book and say, “Well, this isn’t how it works anymore.”

The opposite of evergreen content would be “5 Ways to Nail Webinar Hosting in 2017.” This information about webinar hosting may still be very useful, but its practicality will fade as time goes on. In 2020, most people probably won’t be too interested in how webinar hosting was best done three years ago.

Now that we have an understanding, let’s talk about how you can use evergreen content as part of an overall marketing strategy.

 

evergreen content is always fresh and relevant to your webinar audience

Ensure Your Webinar Content Is Actually “Evergreen”

Before you can leverage evergreen content in your webinars, you have to make sure the content you create really will stand the test of time.

For one thing, just as Carnegie did, you should pick principles to discuss. When you pick trendy advice or tips that rely too heavily on technology, you immediately limit how long your webinar will be valid.

For instance, it’s never going to be a bad idea to build a following for the sake of marketing. There will always be certain principles that work for this, too. Constantly staying on people’s radar by releasing high-quality content is an example. You could definitely expand on this in a way that would make it evergreen.

All this being said, don’t be too hard on yourself. Most would agree that all evergreen content has some kind of shelf life. You’d have a hard time hosting an effective webinar if you had to be hyper-general to ensure what you said would always be relevant.

Therefore, just ask yourself if you think your webinar will still be helpful in three to five years. If the answer is “yes,” you’re good to go.

 

Use Your Webinar as Part of a Funnel

Whether we’re talking about sales or marketing funnels, you need to attract people and then convince them that the rest of the path ahead will be worth it.

There are a number of ways you can do this, too.

However, if you have successfully hosted webinars in the past, this is a great piece to begin with or at least to offer up early on.

Everyone knows that webinars usually take more time and even money to do than other forms of content, so the fact that you’re giving one away speaks highly for you/your company. Webinars are also seen as higher-end content (provided they’re done well), which means you’ll be making a great first impression with your audience.

In essence, you’ll have them thinking, “Wow. If this webinar is the first form of content they provide, I can’t wait to see what comes next.”

Use Your Webinar Page to Promote Others on Your Site

Alright, so let’s say you hosted a webinar and it went incredibly well. People loved it and it’s been shared a lot, even long after you actually released it. The fact that it’s evergreen has definitely helped.

One way to double down on its effectiveness is to include links to other pages on your site right below the webinar.

The page with the webinar is obviously getting a lot of traffic, right? As a result, Google is probably giving it a decent rank. If it’s not, the next tip will help.

You can spread the love Google is giving by linking to other pages from the one your webinar is on. Google will take this to mean that a page they highly value sees another one as valuable so they probably should, too.

Add Ads to Your Webinar

Along the same lines, you could go back and add an ad to your webinar. Say your company has a new service coming out; you could let people know by adding an ad at the beginning of your popular evergreen webinar.

Use Your Webinar Landing Page to Improve Your Keyword Ranking

Like we said, if you’re not seeing a boost in traffic from your webinar, we can help with that. Assuming it’s truly evergreen, it’s going to be useful for years to come, so you should look to make the most of it where your Google ranking is concerned.

This is very similar to the tip above. All you’re going to do is include the relevant keywords you want to rank for in the space below the video.

Now, don’t just throw them up there. Create a piece of content that expands on the webinar. Maybe use it to provide other helpful resources, too.

The keywords have to be relevant, of course but use ones that you know people would use in their searches.

For instance, let’s say we did a webinar on this very topic: “Evergreen Webinar Hosting and How to Use It in a Marketing Strategy.”

In the space below the webinar, we could create a checklist based on the advice we gave in the seminar. It would be easy enough to do this in such a way that keywords like “webinar hosting” and “evergreen webinars” would naturally fit into the overall piece.

Turn Your Webinar into a How-To Guide or Other Piece of Content

Speaking of which, some people may not appreciate your webinar hosting efforts as much as you would like or they might just prefer a different format. This doesn’t mean they’re out of your marketing strategy’s reach.

Just turn the webinar into some form of content they would appreciate. As we just mentioned, this could mean a “how-to” guide. That might be a blog post, but it could also be an infographic, podcast or something else.

Even if people give your webinar rave reviews, it can still be beneficial to turn it into some kind of content involving different media. Again, checklists are great for this. People may not want to watch your webinar all over again, but they’d probably love having a quick reference nearby.

Build on It

Another fantastic thing about evergreen content – which we touched on earlier – is that it’s usually a collection of principles or a discussion of one in particular.

You could do one on social proof, for example. This is when a company uses the positive reviews of customers to market themselves to others. You’ve probably seen television ads where restaurants show how packed their dining rooms are. The impression they’re trying to give you is that of, “If all these other people love it at our restaurant, you will, too.”

So say you hosted a webinar on social proof and it’s evergreen because you just concentrated on the principles involved.

You can then build on that by doing a second webinar on a similar topic. Maybe this one is “Advanced Methods of Using Social Proof.”

What’s great about this strategy is that it’s going to bring new life to the initial webinar. People who want to learn these advanced methods will have to make sure they covered their bases by watching the first one.

However, you only have to market that second one in order to get this secondary benefit.

Add an Email Request

Even if your webinar is completely free, you can still get a healthy return on it in the form of email addresses. Having these addresses would make it really easy to let former viewers know about a new webinar, especially if you made one following the last piece of advice we gave.

There’s nothing wrong with asking for email addresses right way, of course. You’re providing the public with free advice through a very helpful medium; it’s not uncalled for to request a simple email address in exchange.

If you didn’t do that originally, it’s not too late to do so when you notice your evergreen webinar getting a lot of traffic. In fact, it would be a terrible mistake not to. Your webinar hosting could be paying off in a big way with the addition of one simple plug-in.

Restrict Access to It

A lot of the advice we’ve given about getting more from your webinar hosting efforts relies on you leaving your seminar up and accessible at all times.

Another tactic you may want to go with, though, would involve taking it down, altogether.

Keep in mind, you could still use a lot of the tips we talked about earlier. You could still prompt people for their email addresses and just tell them that you’ll use them to send out a message when the webinar is back.

You can still repackage the content and use the page to rank keywords, too.

In some situations, though, your webinar may have been so effective that it would be extremely advantageous to withhold it from people. A lot of companies do this with their paid webinars. They only accept so many attendees to begin with as this creates artificial demand. It means they can charge that much more to access it in the future.

Whether you want to charge or not, if your webinar proved to be very popular, you might want to do the same thing. Increasing demand for anything – a service, product, piece of content, etc. – puts you in a very enviable position and gives you lots of options.

Add It to a Package Deal

If you do decide to charge for your webinar or otherwise restrict access to it, one way to take advantage of this demand is to then throw it in as a freebie when you’re offering your market something else.

It could be a new webinar; it could be a training program. Whatever the case, as part of your sales page, you’d mention that if people order right now (or in the next X days or whatever parameters you’d like), they’ll get your very popular webinar for free. Obviously, you’d want to spend a bit more time on talking the webinar up, but you get the idea. A potential buyer who was on the fence may click “buy” when they find out what a great value they’re getting.

Spread It Far and Wide

If you’re not going to restrict access to your webinar hosting program, then you should do the exact opposite: make sure it ends up all over the Internet.

You can provide a link to it in the email signatures you and your employees use, with anchor text that explains what it is.

You definitely want to put it on social media. Do multiple posts over the course of several months. Just make sure you post other things in between and that you always find new ways of introducing it or providing context (e.g. “Seeing as how everyone is talking about X at the moment, here’s a reminder that I did a webinar about it.”).

Share your webinar on your social media pages, too. For as long as it’s pinned, anyone who visits your page will immediately see that you have a webinar they can watch.

As we talked about at the beginning of this piece, webinar hosting is hard work and usually involves a certain amount of overhead.

To increase your ROI, make sure your webinar involves evergreen content. Then, utilize as many of the above tactics as possible to ensure it continues to support your marketing strategy.

Would you like help with these kinds of goals? If so, check out BigMarker. Creating and making the most of webinars are our areas of expertise. You can also send us a message if you have any questions!

 

 

 

 

 

Sources:

https://hub.uberflip.com/blog/evergreen-content

http://www.wordstream.com/blog/ws/2012/10/16/guide-to-evergreen-content-marketing

http://contentmarketinginstitute.com/2015/09/win-with-evergreen-content/

https://blog.hubspot.com/insiders/creating-evergreen-content

http://www.copyblogger.com/evergreen-content/