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Choose a topic for a webinar

Use case

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1. Define your audience's pain points as they research products like yours.

Your audience wants to learn about topics they care deeply about. Defining their pain points increases the topic’s relevance.

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2. Pick customer pain points that your brand's expertise can credibly address and offer unique insights into. 

You can also expand your range of potential topics by inviting an expert guest. You can act as the host, reducing the need for internal expertise while still transferring thought leadership perceptions to your brand.

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3. Browse through your brand's top-performing, relevant marketing content.

You might have already covered a topic or pain point in question on your blog, in a white paper, or in an explainer video. Check your top-performing content related to the same or similar customer pain points for inspiration.

For example, a recent blog post on How to find intuitive project management software may lend itself to a more comprehensive webinar, in which you go through the process and invite a customer to walk through how they performed their search.

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4. Check your competitors' webinars for potential overlaps. Avoid focusing on webinars that others in your industry are or have already presented to ensure your webinar topic will offer a unique perspective.

Search Google for topics and pain points you are considering, adding a webinar at the end of the key phrase. For example, if a potential topic is project management software hacks, search for project management software hacks webinar to find other recent or future presentations.

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5. Narrow down your list to 3 potential webinar topics that balance audience interest with business relevance.

Choose the three most relevant topics based on the above sources. This subjective analysis balances audience needs and pain points with your expertise and how relevant the topic is to your business.

Ask other members of the sales and marketing team to help you prioritize as needed. Third-party internal insight is a valuable check against your own biases and blind spots.

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6. Ask your audience to choose their favorite topic from your shortlist.

Leaving the final choice to your audience ensures popularity and builds a feeling of commitment among potential registrants. Psychologically, they will become more likely to sign up to a webinar they feel they’ve helped to shape. Ask them using:

  • A social media question on Facebook, Twitter, or LinkedIn.
  • A short survey, using a tool like SurveyMonkey or Qualtrics, asking recipients to rank the topics.
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7. Analyze the results of your audience's votes. If the top choice won by a significant margin, you have your next webinar topic.

If two answers are close, choose based on the topic on which you feel most comfortable and ready to present.

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8. Use your webinar to gather ideas for the next topic. Ask your audience directly what topic they would like to learn more about.

Ask them using:

  • A survey question during the webinar. Tools like Zoom Webinar and GoToWebinar allow you to set up simple survey questions your audience answers on screen.
  • A post-webinar evaluation survey. In addition to asking about items like guest and topic quality, include an open-ended question on potential topics for the future.
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Current Playbook:

Choose a topic for a webinar

Sep 19, 2021

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