Choosing the right webinar topic for your attendees

Whether you have too little (or too many) webinar topics to choose from, it is important that you focus on finding the right topic for your audience.

Delivering the wrong message can be costly. No matter what your webinar goal is, you need to establish credibility so that your audience can trust and value the information you create.

If you are struggling with determining what webinar topic you should be talking about, start by thinking big and then narrow down your options.

Who Is This Webinar For?

What is the end goal with your webinar?

Are you trying to train a group of employees on a new product that your business plans to use?

Do you need to educate your leads to a product/service?

Is the goal to establish yourself as a Thought Leader in your specific industry?

Creating a deminar (demo webinar) to highlight your product features?

Figuring out what your true objective is will help you find the right webinar topic. This will give your webinar a theme to follow, as well as a clear call-to-action (CTA).

Creating The Webinar Topic

Now that you have a starting point. Let’s say that you are trying to create a Thought Leadership webinar series.

You know everything there is to know about your niche, your product, your industry, etc. But that does not necessarily translate to what your audience wants to know.

So, how do you cut through all the noise?

1. Start With Sales

If you are an avid reader of our blogs, then you already understand the importance of leveraging your business development representatives. They are constantly reaching out to new leads while nurturing sales opportunities that are ready to close. List the most common and recurring problems your prospective leads face.

This is great content for your next webinar topic.

2. Past Webinars

Our last blog dove into webinar engagement tips, such as leveraging survey polls and a live Q&A. They are great tools to gauge what future topics your webinar attendees would be interested in.

3. Check Out The Competition

Watch a few webinars from your competition. Most people tend to reuse the same information.

List all the points that your competitors bring up. Every matching webinar topic across your competition gets an additional point. From here, you can see which webinar topics have been brought up repeatedly, and which have not.

Start producing content from the latter.

4. What’s Happening In The Community?

Check your social media. Take time out of your busy schedule and do some industry research – what are people talking about? More specifically, what are they complaining about?

Create A Message Map

You have your overall objective and you know where to generate ideas for a webinar topic. All that’s left is to map it all out.

In the event that your topic leans towards more broad concepts, plan out your webinar message so it does not get lost.

Use our Message Map Template to help get you on track.

Let’s Recap

What is the webinar objective?

  • Thought Leadership – Establishing credibility within your industry and to your prospective leads.
  • Deminar – Creating a demo of your product to showcase its features.
  • Education – Teaching your leads about your service and products.
  • Training – Showing your employees how to handle a new platform for the business.

Once you have a handle on your webinar goal, you will have a theme and a clear CTA that you can adhere to.

What is the inspiration?

  • Talking to your Business Development team – gain insights on customer pain points and turn them into webinar topics.
  • Go back to your survey polls and live Q&A for content ideas.
  • Scope your competitors – what are the key points they are missing?
  • Checking in with the community – what is the industry saying?

Lastly, leverage a message mapping tool to stay on topic and to keep your values aligned with that of your prospective leads.


Matthew Ley

Matthew Ley

Matt Ley is the current President and co-founder of The Streaming Network. Starting his career in virtual events in 2007, Matt is an industry veteran that is passionate about helping customers stand out in their industry with compelling virtual events that people want to attend. The driving ambition for Matt is that virtual events are not a utility for information distribution but an opportunity for firms to create a competitive advantage. Matt is an accomplished speaker, moderator and a sought-after thought leader.

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