Evergreen content is valuable content that is relevant over a long period of time. This content is used for ongoing campaigns and doesn’t need to be replaced or updated often.
We will discuss how this applies to your webinar marketing strategy. But first, let’s take a step back to understand evergreen webinars.
What are Evergreen Webinars?
Timeless content that does not need constant updating, while being a valuable resource to external stakeholders (potential leads, investors, etc.).
It can be a content tool that establishes you, and your business, as Thought Leaders. Evergreen webinars can also be an effective tool to help identify Market Qualified Leads (MQLs). They are also a great marketing resource for repurposing content.
Evergreen webinars are a great way to help build out your content marketing strategy.
3 Types of Evergreen Webinars
Now, how exactly can you use this new type of webinar content?
How-To Webinars
A webinar program that teaches your customers how to use your product or service. Highlight recurring obstacles faced by your prospective leads. Explain how your service is the solution through a tutorial style webinar.
Thought Leadership Webinars
Establish who you are as a business and give advice to prospects & leads to build trust. Sign up for our webinar on How Top Marketers Drive ROI With Their Webinar Programs as an example of Thought Leadership with webinar tips and insights.
Educational Webinars
Use evergreen webinars to educate internal and external stakeholders. For instance, speak about changes in your industry that has major impacts on your customer base.
Addressing Pain Points
Imagine your sales department has noticed that most of their prospects are bringing up the same pain point. Focus your resources on building an evergreen webinar that addresses this pain point. Addressing recurring obstacles your customers face is a valuable webinar topic.
These pain points, or webinar topics, are not tied to passing trends. It’s information your customer base will continuously need and is always relevant to them. We are in a time where potential leads are researching products and services on their own. Providing a timeless, accessible, evergreen webinar will help answer their questions and better qualify them as leads. Your prospects will be aware of who you are and what you do before they come to speak to you.
Repurpose Evergreen Webinars
Previously, we discussed the power of repurposing webinar content on our podcast series, Lessons From The Frontlines. You can do the same with evergreen content:
- Take snackable bits from your evergreen webinars and convert it into various content pieces.
- Design downloadable content in the form of lead magnets.
- Curate social media video for organic or paid advertising.
- Create infographics that mirror the content in your evergreen webinar in email campaigns.
- Curate blog content based off of your webinar content.
Now one piece of information that might live on your site can branch into various forms of content marketing across different channels.
Let’s Recap
What are evergreen webinars? Relevant content to your customer base that is not tied to any passing trend and can be used over a long period of time. Generally, they can be used for Thought Leadership and addressing common pain points felt by your customer base.
Are you looking to educate a wide audience about a topic that doesn’t change often? If so, evergreen webinars might be your best bet.
Evergreen content in the professional development sphere. A great way to establish who you are and how your firm solves many common pain points to external stakeholders who are taking the time to research which firm they’d like to work with. Also, saves your time in billable hours by having one place for external stakeholders to consume your educational content.
Repurposing evergreen webinar content. Curate multiple pieces of content across different platforms to help with your content marketing strategy.
If you’re sold on creating evergreen content, click here to learn How Top Marketers Drive ROI to Their Webinar Programs to enhance your overall webinar performance.
